Rogger Myers
February 5th 2020
“Clothing Brand Feels Heat”
1. What key factor in the external marketing environment contributed to a decline in demand
for Superdry’s products?
Poor Environmental Scanning contributed to the decline in demand for Superdry products
because they catered to winter season clothing but the weather had warmed up causing a decrease
for warmer clothes.
2. Besides the factor mentioned in question #1, identify two types of factors in the external
marketing environment that might impact a retailer like Superdry, and explain the reasons
for this impact.
The Macroenvironment impacted Superdry because the currency hedging had failed to provide
the protection they wanted and adi=additional foreign exchange costs went up.
3. According to the article, what is Superdry’s strategy to try to prevent a similar business