We - KappAhl

TarGeT Group – Woman
WE LOVE FASHION,
NOT JUST FOR FORM’S SAKE
These are Kappahl Woman’s
cusTomers We target women between 30
and 50. They differ in many ways; some live
together with someone, but quite a few are
single. Some have children, but many do not.
However, there is one common denominator. Our women
are interested in fashion, and they would rather look smart than
bold. At the same time they often live in a stressful environment.
Since fashion swings faster and faster it is difficult for individual
consumers to keep tabs on everything. So our most important
task is to help our customers find the right fashion at the right
price quickly and simply.
In that way we help her to feel attractive, from the time
she puts on her underwear in the morning to the time she slips
into her nightdress at night. It applies to all days and occasions
– regardless of whether it’s a matter of a well-dressed ordinary
day, a party or leisure time.
WhY cusTomers choose Kappahl Woman In recent
years we have had major sales successes. One of the reasons is
that we have decided to inspire the women who come to us and
give them just what they need at a reasonable price, regardless
of the type of customer or what “fashion mood” they are in that
day. In a tough economy like today’s this is more important than
ever, creating major opportunities for us.
We have our customers in mind already at the design stage.
We devote a lot of time to deciding how the garments will fit
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and how they can be combined to give a really exquisite effect.
And already at this stage we are thinking of how the clothes will
be hung and matched in the stores.
To make it simpler for customers to find the right garment
and combinations we have divided KappAhl Woman into four
different styles: Classic, Romantic, Sporty and Contemporary,
which targets the typically fashion-conscious girl.
ThIs Is WhaT We are specIallY GooD aT Jersey tops are
the largest product category. Variation is important here, so new
items arrive at our stores almost every day. This has made us
biggest in tops in Sweden. We are also biggest in our next largest
area; trousers. Five years ago we decided to be good at jeans
and trousers – to have a model for every behind. Sales statistics
and customer surveys show that we became best, leading the
market in jeans and trousers in Sweden. In all KappAhl’s business
areas over 5 million pairs are sold annually.
In the third place come blouses, where we saw major sales
increases in spring 2009. Not forgetting knitwear, sales of which
have risen sharply. Another of our strong areas is accessories.
Every third item sold by KappAhl Woman is an accessory in the
form of shoes, jewellery, bags, brooches or perhaps a pair of false
eyelashes with an extra party twinkle.
Party clothes and soft packages containing underwear, nightwear
and “cosy clothes” to put under the Christmas tree are two
other areas where we lead in Sweden.
Kappahl 2008/2009