Banking on Black Friday to maximize sales through e-commerce in spite of the new retail lockdowns, Superdry says it has launched new campaigns through its influencers that are delivering record levels of engagement. It will be focusing its energies in the area in the coming months with its new chief marketing officer, Justin Lodge. Despite an increase of 49.8 percent in e-commerce, the British company’s sales fell by 23.3 percent in the first half ended on Oct. 28, due to its reliance on its physical stores. As of Nov. 5, 122 of its stores were temporarily closed across England, Wales, France, Belgium and Ireland, while 117 others were still open.

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