- Ted Baker and Superdry have been dealt blows by the pandemic, but their problems began long before this year.
- The companies are not cheap enough to compete with fast fashion, nor desirable enough to compete with luxury.
- Both retailers want to revamp their brand but investors will have to wait to see if they become trendy again.
IC TIP: Hold
Enter Superdry’s (SDRY) online store and on the homepage is an image of its trademark hoodies and t-shirts arranged in slightly haphazard piles. For a “limited time only”, it's three for two on more than 1,000 “tees, tops and sweats”.