But Mr Dunkerton's comments came as Superdry reported a return to profit, with trading helped by new clothing ranges and a social media push using influencers.
The company is also looking to draw in younger shoppers with a mix of different products, and Mr Dunkerton said he hoped the brand "is just becoming cool again". The company now works with about 2,000 influencers, up six-fold year-on-year, and said its Instagram followers had increased by nearly a quarter."That will see huge growth for us," he said.
Increasing engagement on social is understood to be a key part of his strategy, with the brand working with influencers and on tie-ups with celebrities such as Brooklyn Beckham and football superstar Neymar Jr. Richard Lim, chief executive of Retail Economics, said: "The battle for customers' attention is increasingly being fought online as the pandemic has accelerated the influence of digital across the entire customer journey.
I pick up super dry stuff at the charity shop, its already too expensive. I have found I like Salt Rock as much though.
Who are Superdry? I have never heard of them. I bet they are thanking the BBC for the free advert. No publicity is Bad publicity
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