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Superdry May Be in Need of a Comeback as Shares Plummet on “Weather” Woes

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

Superdry, the U.K. brand known for weatherproof outerwear, has issued its second profit warning in two months, and the company’s co-founder is calling for a comeback campaign. The retailer saw its shares plunge nearly 40 percent Wednesday, losing roughly a third of their value, after it reported a 49 percent drop in profits. Superdry lowered…

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