Brands over time

Superdry
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

74 of Superdry's own blog posts, press releases and announcements, 2015 to 2021, measured sentence by sentence, 53 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.

Pages measured
74
Years covered
2015–21
Archived before ChatGPT
53
Blog · press
46 · 28

01 · Homepage

One capture a year

Superdry's homepage from 2011 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026superdry.com14 Jul 2026
Superdry homepage, 14 Jul 2026

Screenshot of Superdry’s homepage (superdry.com) as archived by the Internet Archive on 14 Jul 2026. © Superdry or its licensors. Shown for comparison and review; not endorsed by Superdry.

Homepage

2026

No headline in this capture

Page title

Superdry UK: 10% Off Your First Order | Men's & Women's Clothing

Open on the Internet Archive
  1. 2011Jackets, Hoodies, T Shirts, Shorts
  2. 2013Why not try...
  3. 2018DRESS FOR SUMMER
  4. 20192 for £55
  5. 2022BeST SELLING JACKETS
  6. 20253 for £50 T-shirts

14 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Fashion avg 12.0
13.6
9.8
10.0
10.7
10.2
6.3
11.6
ChatGPT · Nov 2022
20159 pp
20167 pp
20179 pp
201810 pp
201910 pp
20201 pp
20217 pp
2022no pages
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201513.69
20169.87
201710.09
201810.710
201910.210
20206.31
202111.67

Years with pages: 2015 (9), 2016 (7), 2017 (9), 2018 (10), 2019 (10), 2020 (1), 2021 (7). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Superdry among fashion brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    132% more than its sector

    6.34 against a sector average of 2.73; highest of 6.

  2. Long words

    11% less than its sector

    24% against a sector average of 27%; 2nd lowest of 6.

  3. Contractions

    9% more than its sector

    15.2 against a sector average of 14.0; mid-table, 3rd of 6.

Sentence lengthMid-table, 3rd of 6
Superdry 12.4
9.913.1
ContractionsMid-table, 3rd of 6
Superdry 15.2
9.618.5
"You"Mid-table, 3rd of 6
Superdry 42%
20%77%
"We"Mid-table, 4th of 6
Superdry 52%
13%79%
Questions2nd highest of 6
Superdry 2.8
1.35.9
Long words2nd lowest of 6
Superdry 24%
23%32%
Em dashesHighest of 6
Superdry 6.34
0.306.34
AI-associated words2nd lowest of 6
Superdry 0.91
0.893.07
ExclamationsMid-table, 4th of 6
Superdry 1.59
0.143.88
Page lengthLowest of 6
Superdry 674
6749,522

Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Superdry uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

jacket68.0 vs 3.8
pinterest49.9 vs 2.6
leather41.8 vs 2.8
google49.7 vs 0.8
check35.0 vs 2.8
plus28.2 vs 1.7
look64.1 vs 14.3
sport24.3 vs 0.9
feed24.8 vs 2.6
don22.6 vs 2.4
music22.0 vs 2.2
chinos18.3 vs 0.9
SuperdrySector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 74 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20165 Aug · BlogArchived copy
“Thanks to new shapes, colours and textures, this low-key staple, which was an eighties classic, is officially resurrected for 2016. Gigi is rocking her laid-back look in an army green bomber while Kendall opts for a classic black. Create the look with Superdry’s lightweight Lillie Bomber available in Khaki green and jet black. It features a zip front fastening, ribbed collar, hem and cuffs, and two zipped front pockets.”
Get the Look!
201827 Jul · BlogArchived copy
“Smart casual has become a staple look for many of us – wanting to impress but keep things on the low key side. It’s the dress code for everything – from work to the weekend.”
The Smart Casual Guide for Men
20250 Oct · Press
“Superdry firmly believes it is not acceptable for animals to suffer in the name of fashion or cosmetics. Animal derived materials used in our products should come from sources that respect animal welfare and the conserve biodiversity.”
Animal Welfare Policy
20250 Oct · Press
“Superdry firmly believes it is not acceptable for animals to suffer in the name of fashion or cosmetics. Animal derived materials used in our products should come from sources that respect animal welfare and the conserve biodiversity.”
Animal Welfare Policy

06 · Every page

All 101 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 74 count towards the measures; the rest were not measured (3 pdf report (annual report, info pack), 5 under 150 words of text, 13 mostly short lines (lists, tables, link pages) rather than prose, 6 same text as an earlier page from this brand). Pages with no reliable date count in the overall numbers but in no year.

20217 pages
20201 page
  • BE ICONIC5 Mar 2020 · blog · 403 words · archived
201910 pages
201810 pages
20179 pages
20167 pages
20159 pages
In the overall numbers, no year21 pages
Not measured27 pages
  • Share Price Information12 Jul 2024 · press · 123 wordsUnder 150 words of text: too short to measure
  • Results and Presentations26 Jan 2024 · press · 1,124 wordsMostly short lines (lists, tables, link pages) rather than prose
  • https://corporate.superdry.com/media/b33dykvm/superdry-2024-sustainability-report.pdf2024 · info_pack · 5,464 wordsPDF report (annual report, info pack): listed, but kept out of every measure
  • Financial Calendar8 Nov 2023 · press · 917 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Sustainable Stories1 Mar 2023 · press · 343 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Homepage4 Sep 2021 · announcement · 425 words · archivedMostly short lines (lists, tables, link pages) rather than prose
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • Homepage4 Sep 2021 · blog · 425 words · archivedSame text as an earlier page from this brand: only the earliest copy is measured
  • https://corporate.superdry.com/media/jraepr22/superdry-nom-2019.pdf1 Aug 2019 · info_pack · 7,383 wordsPDF report (annual report, info pack): listed, but kept out of every measure
  • FY18 Overview5 Jul 2018 · info_pack · 2,289 wordsMostly short lines (lists, tables, link pages) rather than prose
  • The Ultimate Jacket Care Guide7 Sep 2017 · blog · 424 words · archivedMostly short lines (lists, tables, link pages) rather than prose
  • Spring 2017 trends and tips13 Apr 2017 · blog · 48 words · archivedUnder 150 words of text: too short to measure
  • What sport are you?1 Feb 2017 · blog · 358 words · archivedMostly short lines (lists, tables, link pages) rather than prose
  • superdry + idris elba26 Mar 2015 · blog · 128 words · archivedUnder 150 words of text: too short to measure
  • ASR-TT-05undated · info_pack · 1,259 wordsPDF report (annual report, info pack): listed, but kept out of every measure
  • Packaging Legislationundated · press · 153 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Regulatory Newsundated · press · 7,240 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Reporting & Policiesundated · press · 127 wordsUnder 150 words of text: too short to measure
  • Superdry suppliers and factoriesundated · press · 528 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Legal Statementsundated · press · 73 wordsUnder 150 words of text: too short to measure
  • Shareholder Meetingsundated · press · 1,715 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Matters reserved for the boardundated · press · 263 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Annual Reportsundated · press · 198 wordsMostly short lines (lists, tables, link pages) rather than prose

07 · Method

How this was measured

The pages

Superdry's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.