Most of the time, customers choose to buy a product due to their awareness of it. A business must, therefore, create awareness for its products. According to Malik (2013), a product that has a higher brand awareness influences the consumer in buying the product. Products that have a high level of awareness have a bigger share in the market as compared to products with a low level of brand awareness. The reputation of a product influences its general awareness. This research evaluates clothes brand awareness in relation to Superdry. Superdry is a brand that focuses on Japanese and American-inspired graphics. Superdry sells to over 100 countries worldwide and has branded locations in 46 countries. The study will seek to establish the strengths of the brand that has contributed to high brand awareness. The research question is: what are the effects of brand recognition on Superdry brand awareness? Do consumers' attitudes and confidence affect Superdry brand awareness?
According to Malik et al. (2013), brand awareness is achieved by creating a good image and developing strategies such as product promotion that will enhance product awareness. Brand awareness is determined by three items; the first one is brand recognition. Brand recognition is a number of unique physical characteristics of a product that make it easy for consumers to differentiate it from other products. The second item is attitude; this is the perception that the consumers have towards a product. Consumers judge a product brand as either favorable or unfavorable. The last concept that determines brand awareness, according to Malik et al. (2013), is consumer confidence in brand quality.
According to a study done by Ozipek, Tanyas & Mahmutogludinc, (2012), clothing is a way people use to express themselves and, therefore, people would purchase clothes that have high brand awareness. High brand awareness provides proof to consumers that the brand is of high quality (Ozipek et al. 2012). Therefore, people will tend to purchase products with high brand awareness. Ozipek et al. (2012) used a random sampling method for the study that ensured that there was a bias in the study.
According to a study conducted by Wijaya (2013) on smartphone brand awareness, brand awareness is the variable that has a lot of influence on consumer’s intentions to buy. Therefore, a brand that has a big market share has a higher level of brand awareness than other brands (Wijaya 2013). Brand awareness is reflected in the volume of sales that a company makes from a particular brand, and thus affects the total profitability. The data used by Wijaya (2013) was collected with a questionnaire and analyzed through regression analysis. Regression analysis helped to determine the correlation between brand awareness and consumer buying intentions.
- What are the effects of brand recognition on Superdry brand awareness?
- Do consumers' attitudes affect Superdry brand awareness?
- Does consumers’ confidence affect Superdry brand awareness?
- Brand recognition has a positive influence on Superdry brand awareness
- Consumers’ attitudes have a positive influence on Superdry brand awareness.
- Consumers’ confidence has a positive influence on Superdry brand awareness
Research Methodology and Justification
The study used a random sampling technique to identify the respondents. Random sampling helps to minimize bias in the study. Random sampling also ensures there is an equal presentation of participants. The study used a sample of sixty respondents.
The research used both secondary and primary data. Data was collected with the use of a questionnaire. A questionnaire was preferred over other data collecting tools because it can collect a lot of information from a large group of people at a low cost. The use of questionnaires makes it easy to reach people living in a wide geographical region since respondents can fill them online. A researcher can send questionnaires to the respondents, and the respondent can complete the questionnaire at his/her own time, making it possible to collect quality information. However, some respondents failed to send responses to the researcher after filling the questionnaire.
Fifty questionnaires were filled out of the sixty questionnaires in the sample. Some online questionnaires were not sent back by the respondents and others were halfway filled, making it difficult for data analysis.
Out of the 50 respondents, 47 respondents can recognize Superdry garments by their physical characteristics. 45 out of 50 respondents reported that they purchased Superdry clothes due to their positive attitude regarding the brand. 46 out of 50 respondents reported having confidence in Superdry brands, and that being one of their motivation to buy Superdry products.
Correlation from regression analysis shows that recognition, attitude, and confidence are positively correlated with brand awareness. This means that brand awareness increases with the increases in brand recognition, positive attitude towards the product and consumer confidence. Superdry possesses a strong brand image and is highly recognized for its premium quality street fashion. From the data obtained, the respondents reported that the Superdry range of dresses is not very trend-focused; hence it minimizes the risk of going out of fashion.
However, as reported by some respondents, the major weakness of Superdry women’s dresses is that Superdry’s image is usually perceived as the sporty vintage street fashion for unisex rather than feminine style. Moreover, when it comes to the brand’s products, hoodies, lumberjack shirts, and jackets tend to be perceived as Superdry’s style staples. Only a limited number of buyers are aware of the dresses offered by the brand. Dress range, compared to its main competitors in the female youth fashion market such as Topshop and ASOS, is considered relatively narrow in selections (Azevedo & Farhangmehr 2006). Most respondents also criticize the brand for looking “tired” and “mundane” (Azevedo & Farhangmehr 2006). Superdry’s website, compared to its competitors, is dull and does not portray the same “uniqueness” and “detailed” image that the brand tries to convey through its clothing. In addition, Superdry’s website does not allow web-users to refine dresses by style categories, occasions, and shapes, unlike those of its rivals.
Brand awareness can help a business increase its sales volume and thus increase the overall profitability of a business. For any organization to improve its brand awareness, it is also important to enhance its brand recognition that can be achieved through product promotion. Consumers’ attitudes toward a product also influence brand awareness. Attitude is obtained from personal experience of the product quality and reputation. A negative attitude to a product hampers brand awareness. High brand awareness influences consumers’ decisions to buy.