What happens to millennial fashion brands win when they try to shift a generation?

UK retail sales have posted their biggest quarterly fall in seven years during the first three months of 2017. However, this hardly affected Superdry, the millennial fashion brand which has had a stellar year, posting revenues of £161.1m in the 10 weeks to 7 January 2017, up 20.6% year on year, and unveiling its largest ever store in Berlin.
Unlike many other millennial brands, Superdry has broken out of its core market and been embraced by generation Y shoppers looking for fashionabl