British international lifestyle brand Superdry has roped in former Tommy Hilfiger Senior VP Brigitte Danielmeyer as the company’s Chief Product Officer for its upcoming fast-fashion collection Superdry Preview, which is targeted at the next gen.
It is important to mark out that, it was Brigitte who launched two successful capsule collections with supermodel Gigi Hadid for Tommy Hilfiger.
The upcoming range will be available online and in several selected global outlets. The limited-edition merchandise will complete the journey from design to delivery in just six weeks, that will be accompanied by a social media campaign to attract female customers from the age bracket of 16 to 24 years, while the menswear line will be launched next month.
Reportedly, with other retailers like ASOS tasting success in tapping the millennials, Superdry on the other hand has failed to create a buzz among the younger generation, of late. Recently, the apparel retailer entered into a legal fight with Jack Wills, where it went on record to say that its products mainly target the middle-aged group.
Notably, the first range of women’s collection, curated with a fresh colour palette to allow consumers to upgrade their activewear look with a pastel punch, will be launched next week. The new line features oversized fits, with a relaxed yet smart appeal.