Superdry
Leading the way in sustainable fashion
Leading the way in sustainable fashion
Superdry decided to issue their first sustainability report in 2021 and felt their positioning of sustainability needed to be enhanced to ensure the inaugural report had the most impact and appeal. In addition, a new corporate strategy put a specific emphasis on sustainability with the company publicly declaring its ambition to become the leading listed sustainable fashion brand.
Superdry were looking for a partner to help them develop a communications framework for sustainability based on their three focus areas and six priorities. Supporting the framework, they needed a clear set of sustainability narratives that would deliver their bold ambitions in an impactful and even disruptive way. They also wanted to tell their story in both their annual report and the inaugural sustainability report.
The first phase of the project was scoping and onboarding the task at hand. Black Sun’s consultants worked with Superdry to fully understand the existing sustainability approach, focus areas, commitments, performance and initiatives; this would provide the necessary insight to enable a communications framework to be developed.
Superdry decided to issue their first sustainability report in 2021 and felt their positioning of sustainability needed to be enhanced to ensure the inaugural report had the most impact and appeal. In addition, a new corporate strategy put a specific emphasis on sustainability with the company publicly declaring its ambition to become the leading listed sustainable fashion brand.
Superdry were looking for a partner to help them develop a communications framework for sustainability based on their three focus areas and six priorities. Supporting the framework, they needed a clear set of sustainability narratives that would deliver their bold ambitions in an impactful and even disruptive way. They also wanted to tell their story in both their annual report and the inaugural sustainability report.
The first phase of the project was scoping and onboarding the task at hand. Black Sun’s consultants worked with Superdry to fully understand the existing sustainability approach, focus areas, commitments, performance and initiatives; this would provide the necessary insight to enable a communications framework to be developed.
Leveraging Superdry’s position in the sustainability landscape
A communications architecture was developed which pieced together Superdry’s material sustainability issues with policies, KPIs and case studies. These were then mapped against the corporate strategy and bundled under newly created strategic pillars within a sustainability framework. This would then allow for later effective storytelling in the sustainability report with linkage to the annual report and corporate strategy.
With a framework in place, we then began to develop messaging concepts. We agreed upon a emotive tone, bordering on disruptive, which represented both the brand and their sustainability ambition. We presented four options for narrative styles with Superdry ultimately selecting our most unique suggestion – to write the short-form version of the narratives as Haikus (three-line Japanese non-rhyming poems). The longer-form versions of the narratives adopted an emotive tone, aligned to the Haiku narrative, led by clearly articulated problem statements supplemented by Superdry’s approach, commitment and performance to date.
Leveraging Superdry’s position in the sustainability landscape
A communications architecture was developed which pieced together Superdry’s material sustainability issues with policies, KPIs and case studies. These were then mapped against the corporate strategy and bundled under newly created strategic pillars within a sustainability framework. This would then allow for later effective storytelling in the sustainability report with linkage to the annual report and corporate strategy.
With a framework in place, we then began to develop messaging concepts. We agreed upon a emotive tone, bordering on disruptive, which represented both the brand and their sustainability ambition. We presented four options for narrative styles with Superdry ultimately selecting our most unique suggestion – to write the short-form version of the narratives as Haikus (three-line Japanese non-rhyming poems). The longer-form versions of the narratives adopted an emotive tone, aligned to the Haiku narrative, led by clearly articulated problem statements supplemented by Superdry’s approach, commitment and performance to date.
Utilising an intriguing narrative
The narrative framework was then used as the basis of the sustainability report. We developed design concepts that would work best with the Superdry brand and the narratives that had been developed. We copyedited the content supplied by Superdry’s sustainability team to keep the messaging on-point and then typeset and produced the final report.
The output was a visually stunning report complete with powerful and engaging narratives around Superdry’s sustainability approach and ambition to become the leading listed sustainable fashion brand.
Utilising an intriguing narrative
The narrative framework was then used as the basis of the sustainability report. We developed design concepts that would work best with the Superdry brand and the narratives that had been developed. We copyedited the content supplied by Superdry’s sustainability team to keep the messaging on-point and then typeset and produced the final report.
The output was a visually stunning report complete with powerful and engaging narratives around Superdry’s sustainability approach and ambition to become the leading listed sustainable fashion brand.