Superdry, a global fashion brand, faced a challenge—80% of traffic came from mobile, but the experience was still desktop-first. To evolve, the brand needed to understand how Gen-Z and Millennials shop online and build a strategy that matched their habits, expectations, and culture.

CULTURE LAB: INSIGHT & RESEARCH

Using CULTURE LAB, BLUP’s intelligence platform powered by 100+ trendsetters and 15+ education partners, we uncovered what modern consumers expect from mobile commerce. Our research included:

• Live Culture Sprints – Testing how shoppers browse, buy, and engage with mobile platforms.
• Brand Relevance Audit – Measuring gaps in brand perception and mobile expectations.
• Creator Sessions – Working with trendsetters in fashion, design, and tech to explore what frictionless shopping looks like.
• Trend Reports & Consumer Intelligence – Tracking market shifts, competitor strategies, and evolving digital behaviours.
  
  

STRATEGY

Key insights from CULTURE LAB shaped Superdry’s strategic direction:

• Shopping should feel like social – Consumers expect seamless, thumb-friendly navigation.
• Speed is everything – Drop-off rates spike in the first 10 seconds if filtering isn’t intuitive.
• Brand trust drives conversions – Community-driven content and immersive storytelling increase engagement.
• Product pages need to do more – Consumers demand bigger imagery, real-life context, and interactive experiences.

This strategy laid the foundation for a culturally relevant, mobile-first shopping journey.

CREATE

Our insights directly influenced Superdry’s eCommerce transformation:

• A content-led shopping experience driven by real-world brand storytelling.
• A shift towards community-driven engagement, aligning digital spaces with audience habits.
• A blueprint for future Web 3.0 and AR shopping integrations.
• A fully optimised mobile design and experience, refined through UI/UX strategy, ensuring a frictionless user journey.

IMPACT

• Superdry’s digital strategy redefined – Grounded in real consumer insights.
• Higher engagement & improved user experience – Built around real shopping behaviours.
• Award-winning innovation – Winner of a BIMA Award for its impact on mobile shopping.
• Future-ready approach – Paving the way for AR, immersive content, and social-commerce integration.