Superdry Da Bakery Tomorrow Shoes by mmcsx


									  COOL NE W S

   It seems that ever since David Beckham was
   paparazzied wearing a Superdry jacket the upstart
   UK label has been on a roll. That was three years
   ago, when Superdry “had about 15 stores and
   was hardly a global brand.” Today it has 75 stores
   worldwide and “plans to add at least 20 more stores
   every year and expand in the United States, Asia
   and the Middle East.”

   The larger story is a niche focus on “casual fashion
   for young men. Superdry features good quality fabrics,
   vintage designs, an eye-catching logo and painstaking
   attention to detail.” The idea, according to co-founder
   Julian Dunkerton, was to create vintage-style clothes
   but with a contemporary fit.

   Superdry is also doing well because landlords are handing
   “over retailing space to the company for nearly nothing
   because Superdry stores helped attract customers,” making the stores
   “profitable almost immediately after opening.” (Imagine that: Your store is so
   cool that you don’t have to pay rent!).
                                                                                                            Tomorrow Shoes
   Superdry also has “a price advantage — polo shirts cost $52, compared                                    Blake Mycoskie of Toms Shoes fame says he
   with about $90 at Abercrombie.” Last but not least there’s the intriguing                                never intended to wrap his brand equity in
   name, which Julian and co-founder James Holder created after noticing the                                a charity. “I wasn’t out to do good,” he says.
   preponderance of Japanese product packages with the word “super” on them.                                He was just bouncing around Buenos Aires,
   The Superdry logo is rendered in both English and Japanese.                                              hankering after cheap polo lessons, when “he
                                                                                                            met wealthy urbanites who were donating
   [S o u r c e : Julia Werdigier, The New York Times, 5/14/10]                                             used shoes in local villages.”

                                                                                                            As Blake explains: “It just hit me ... Instead
                                                                                                            of a charity with handouts, why not create a

   Da Bakery
                                                                                                            company where that’s the whole purpose? I
                                                                                                            thought, you buy one pair of shoes today so
                                                                                                            we can give one tomorrow.”
   A silk-screen shop in da Bronx is making a business out of matching tees,
                                                                                                            Over the past four years, Toms Shoes “has
   hoodies and hats with the latest footwear designs. The thing about the latest
                                                                                                            given away 600,000 pairs of shoes ... selling
   sneaks is that they often feature “offbeat colors like cranberry and copper”
                                                                                                            their counterparts at roughly $55 each.” That
   that just don’t go with off-the-rack apparel.
                                                                                                            works out to about $33 million in shoes.
   Da Bakery, co-founded by Anthony Cabezas and Sandro Figueroa, tracks
                                                                                                            In April, he ran a promotion that challenged
   which shoes are about to hit the street via sites like sneakerfiles dot-com, and
                                                                                                            “people to go barefoot and feel what it’s like
   creates matching items. “You won’t see any of their styles in any store,” says
                                                                                                            to be among the world’s shoeless.” While this
   Ray Ruiz, a customer. “They always know what people want.”
                                                                                                            appeared to be a one-off promotion, Toms
   The store’s name refers to Sandro’s boyhood ambition to open a bakery. “It’s                             does go “a step further than most in blurring
   like baking cookies,” suggests Anthony. “Or pizzas.” Each design is limited                              the difference between brand and charity;
   “to editions of 36 shirts, which sell for $25 to $50 apiece.” They sell about 100                        the brand doesn’t exist outside the charitable
   tees per week.                                                                                           work. Its success shows that good works can
                                                                                                            be a powerful profit engine.”
   “We are constantly releasing new product,” says Anthony. “When you go
   to Fordham, Southern or Third, you see the same stuff on all the racks. We                               Says Blake: “When you incorporate giving into
   got our own designs.” Da Bakery has been open for nearly a year now, and                                 your model, we’re proving it to be good for
   Anthony and Sandro “are thinking of expanding into other boroughs and                                    business.”
   perhaps stocking sneakers.”
                                                                                                            [S o u r c e : Christina Binkley, The Wall Street
   [S o u r c e : David Gonzalez, The New York Times, 5/16/10]                                              Journal, 4/1/10]

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