The Kate Moss effect is a known phenomenon in the fashion industry, now Superdrug is the latest retailer to see the Moss magic create serious sales growth for a brand, after widespread coverage of the model with a Superdrug charity tote bag earlier this year. Superdrug launched its fashion brand, True Spirit, in 2005. In the 18 months since the launch, with a range of trends led jewellery, the range has diversified and grown into a G10m business. This growth is forecast to continue with the business being worth over G26m by the end of 2007.
Superdrug currently sells True Spirit jewellery, watches, and hosiery, accessories such as bags and belts and umbrellas. These ranges will be rolled out to more stores while 2007 will also see the introduction of hair decorations, cosmetics bags and nail care.
Superdrug has a unique proposition within the fashion accessories market; customers can walk down one aisle and collect everything they need to transform their look. A focus on core impulse fashion lines has seen customers pick up fashion items such as a new watch while they' re choosing a new lipstick.
Price has been an important consideration, with a policy to be the best value on the high street. For instance this winter all evening bags are G4.99, earrings start at 99p while tote shoppers (as famously worn by Kate Moss) are G2.99. Superdrug has used the buying power of being part of the world' s largest health and beauty retail group, the A.S .Watson Group, which operates 7,500 stores worldwide, to keep prices extremely competitive.
Gary Donoghue, Superdrug Fashion Director said: "Our customers know to come to us for beauty must-haves, and the introduction of fashion jewellery and accessories made sense. The focus on price and fast fashion has driven the growth of the brand. The world' s top supermodel choosing to take one of our bags to a party, and leaving the Superdrug label on, didn' t hurt either!"
