I'd predict that Superdry will likely lose its appeal fairly soon - thanks to it supposedly being a 'cool' brand every other spotty teenager and plenty of middle aged office workers in London are going round sporting jackets with the logo stamped on the back. Will likely go the same way as Bench etc... not that this isn't also a good business model - creating a 'cool' brand, flogging the stuff cheaply and not really caring if it becomes ubiquitous. Other brands want to retain some illusion of exclusivity and charge a premium price.
Ordered, thanks!