Nick Jones

fashion chain Superdry has warned that their profits lost to the strong sales performance over Christmas.

The Company , which is trying to sell more clothes at full price, it is a hit from the "example was advertising-free activity" of the competition.

Superdry co-founder Julian Dunkerton looked to lead back to The Company in the past year, the debt-to-pay-poor sales of the old design, which by the previous management.

the turnover of retailers fell by 15. 8% over the 10-weeks-4. January.

As a result, The Company said it now expects for the full year, 10m profits will be between zero and £, compared with the analysts ' expectations of about £40m.

shares Superdry fell as much as 20% in response to the news.

The Profit warning a high number of comments on Social Media .

The Company has experienced a turbulent 12 months.

In April last year, Mr Dunkerton, The Company returned after a long campaign against the former management, which, he argued, was followed by a "misguided strategy".

Since his return, Mr Dunkerton has tried to focus on full price sales and the reduction in subsidies, but The Chain on the crucial Christmas sales period than other brands at reduced prices.

Mr Dunkerton said: "Everyone at Superdry continues to deliver intense, the turnaround of The Company . We have always said, it will take some time, we continue to make progress in the implementation of our strategy. "

"We have, the proportion of discounted sales cut in half due to our peak-trading period, an advantage that both our margins and the Superdry brand.

"However, the impact on our sales during the peak trading period, given The Level of promotional activity in the market. Despite this, our disciplined plan to enhance the brand and The Return of Superdry, is on a sustainable, long-term growth rates. "

The Company said it was "encouraged" by the reaction to The Limited range of the new designs brought, supplemented by the new management, but this was not enough "to compensate for weaker trading on older product".

analysts at Liberum said Superdry problems were due to the component itself.

"We will agree to a full-price posture is suitable for all the brands, fashion companies," she said.

"However, this only works if the quality of The Product and areas are reasonable, and perhaps the management is too aggressive with this attitude, while still trying to clear a less-than-ideal mix of inventory. "

Russ Mould , investment director of Aj Bell , said The Return of Mr Dunkerton was about to begin, "as a difficult second album, rather than a overnight success".

"After Nine Months , displace to in the indictment, and after a long campaign of the previous administration, it will move an increasing pressure on him from the market-to-tangible signs of progress as we move forward, by 2020. "

Fashion brand Joules added, the retail trade, sorry, after he said The Profit should be "significantly below market expectations" after poor Christmas sales.

The Company said that the sales "fall well below expectations", 4. 5% in the Seven Weeks to 5. January than a year earlier, although the error of this "one-off" problems, the earlier of the availability of the stock.

Joule, also said it expects the cost of the "against the wind" prescribed rates, from the U. S. -China trade.

shares in joules fell by 20% in response to the update.

Joule chief executive Nick Jones said: "We are disappointed by our inability to demand in full the requirements of our customers, via our online channel, the important Christmas business period.

"We have found that the cause a unique Problem, and measures to prevent their repetition. "

Source of news: bbc.com