How Superdry can get back into fashion

When Julian Dunkerton and James Holder opened Superdry from a stall in Cheltenham market, little did they know it would grow to become a fashion label that had the backing of celebrities like David Beckham and Idris Elba.
But 16 years after its founding, the fashion retailer is on the decline. This month, Superdry issued a profit warning after sales dropped during the key Christmas trading period. It wasn’t the first lacklustre trading update from the British retailer either, having been p