Superdry is a popular fashion brand in the United Kingdom that markets clothes made of premium fabrics for men and women. Stylish, casual, sporty, washed-out yet modern, and bearing intricate, hand-drawn graphics, the brand represents a true instance of cultural blending—it combines American vintage-style fashion, Japanese graphics, and a British focus on quality and design detail......

1. Discuss Superdry’s IMC strategy. Going forward, what type of communication objective should it pursue?

2. Discuss the pros and cons of using celebrities as message sources. Do you think it should do more celebrity endorsements and collaborations like it did with Idris Elba?

3. Discuss the effectiveness of Superdry’s social media strategy of using YouTube and TikTok.