We - KappAhl

TarGeT Group – chIlD
DESIGN & FUNCTION
– FOR BIG AND SMALL
ADVENTURERS
These are Kappahl chIlD’s cusTomers
KappAhl Child offers a broad range of clothing
for the youngest children and up to “tweens”,
who are between children and teenagers. Our
objective is to always stock what they most prefer
to wear, both everyday wear and party wear, all year round.
Everyone knows that children develop at a great rate, and so do
their clothing needs. A new-born baby and the bubblingly happy
and “paint daubing” two-year old need certain types of clothes.
The “playhouse-building” six-year old needs other types.
Most purchases for younger children are usually in response to a
clear need for a certain type of garment, such as smart trousers
for a birthday party or an extra set of rainclothes for nursery
school. Here it’s extra important to have functional clothes of
high quality in the season’s colours and styles.
For older girls and boys, or the “tweens” as we call them, it’s
different. They are more fashion-conscious and to a great extent
decide on their own clothes. Here the right design and comfort
are just as important as quality.
WhY cusTomers choose Kappahl Barn The differences
between ages and needs mean that we have to meet high
demands when it comes to getting the right design for everyone.
Our designers devote thousands of hours every year to gaining
inspiration from all the corners of the fashion world and to creating
collections that are exactly right. At the same time we
ensure that they function perfectly for what the clothes are to be
used for – be it for outdoor games, school or a party. A recent
survey shows that a clear majority of our customers recommend
a visit to our stores to their friends – proof that we have succeeded
in our work.
We create new garments every day and thousands of items are
delivered to our stores daily. At the same time we are particular
about details. Every little seam, button and shade have earned their
place after careful consideration by our designers, purchasers and
production technicians. Every week children of different ages,
sizes and shapes come here to try on the clothes, so that we can
be quite sure that they fit well and feel comfortable.
We also perform extremely rigorous quality and functionality
tests. It is extra exciting that this is noticed by both customers
and the media. During the year we were awarded “Best in test”
in a review of children’s rainsuits, published in the magazine Vi
Föräldrar.
14
Share of KappAhl’s
total net sales
28%
In recent years we have seen a growing demand for eco-labelled
products. For this reason all basic garments in the baby range
are eco–labelled – as are most of the basic garments for older
children.
ThIs Is WhaT We are specIallY GooD aT We are strong
in most areas as regards clothing for children and “tweens”.
That is why we have grown as big as we are.
But if we are to highlight some special areas we can start with
trousers. Here we hold a very strong position that was further
strengthened during the year when we had a major drive. The
Lab Industries jeans brand has become a real success – at the
beginning of the school year we sold hundreds of thousands of
pairs of trousers and jeans in just a few weeks.
Accessories is another area where we are strong and where
sales have been good during the year. We have also strengthened
our position with parents of small children thanks to our popular
Kaxs range, as well as a general broadening of selection.
neW For us In 2008/2009 During the year we put enormous
effort into our jeans collections. We looked at and improved
everything from selection, fit and qualities to wash and finish.
This strengthened our position considerably.
Older boys and girls find their favourite models and pet
washes in our Lab Industries brand – which was substantially
developed during the year. For the slightly younger children we
Kappahl 2008/2009