Superdry has downgraded its full year guidance after experiencing huge losses in profit and shares nosedived by 16.5%.

These results prove the ongoing trouble on the UK high-street, post-pandemic and during the threat of recession. With share prices plummeting for Superdry amid ongoing trouble with wholesale levels, and now the brand breaking even, the future remains unclear.

The way forward is about being digitally savvy with customers. Superdry welcomed a boost in online sales over Black Friday weekend as they invested in a new e-commerce platform. The benefits are clear. Retailers must now connect with their audiences, establish relationships based on shared values, and offer enhanced personalised experiences with long-term loyalty in mind. We’ll likely see more brands announcing poor performances, but it’s how they use this to change tactics and shift business priorities to reap the benefits.