Following plans outlined at the end of last year to shake up its supply chain after a 49% slide in profits, UK retailer Superdry is appointing new creative director to take charge of brand innovation.
Phil Dickinson, a former executive at Nike, will be in charge of product design and will also input into driving the wider creative direction of the brand.
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It is one of the areas Superdry has been looking to improve, blaming lack of innovation in some core categories for pressure on its sales, following the release of its first-half results in December. Group sales during the period grew 3% to GBP414.6m on the back of wholesale and e-commerce growth, but were offset by a revenue decline in retail stores. The company, which relies on cold weather-related products, also said sales were impacted by “unseasonably warm weather through November and December” in all of its key markets.
Dickinson, who has been running a design agency since 2013 with clients including Adidas, Diadora and Woolmark, is said to have “deep experience of brand, product, design, retail and e-commerce.”
Euan Sutherland, Superdry CEO, said: “Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry. Last summer we kick-started an 18-month product diversification and innovation programme and Phil will bring extra pace, focus and energy to that work. I am really looking forward to working with him as we continue to deliver our global digital brand strategy.”
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