We - KappAhl

TarGeT Group – man
MASCULINE FASHION
– MEN FEEL AT HOME HERE
These are Kappahl man’s cusTomers
KappAhl Man targets men between 30 and 50.
Our aim is to help them to dress well – be it for
an ordinary day or a special occasion.
Studies show that many men say they don’t
even remember where they went shopping for clothes last time.
This might be one of the reasons that make people believe that
men are not that interested in dressing well. The fact is that
men are just as conscious of how they dress as women are. The
difference is rather that as a general rule men think shopping is
boring, so they don’t shop very often, perhaps just two or three
times every season.
But this behaviour is changing, as a growing proportion of
men are showing a great interest in fashion, and would like to
renew their look more often. No matter the type of man who
comes to us, we have made it our task to help him find what
he’s looking for, and we want it to be fun to shop in our stores.
Statistics show that men on average choose between 2.8 stores
when they go shopping for clothes. So to get on that list we must
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offer something extra – which is what we are good at, resulting
in a larger share of the market for us. Our sales figures have
made us the second largest in Sweden in men’s clothes.
WhY cusTomers choose Kappahl man It is because we
offer a great selection of good quality clothing at a reasonable
price. And with us it’s easy to find the right combinations. This
creates security for the men who come here. Since men in
general want to spend less time in the store we make it simple
for them, for example by dividing the clothes into clear styles:
“Jeans/Casual”, which has a relaxed, leisure feel and “Semi
formal/ Formal” where knitwear, jackets, shirts and suits can be
found that feel right for the office or a party.
ThIs Is WhaT We are specIallY GooD aT Just as in our
other departments, we are good at trousers and jeans. Here we
rapidly took market share during the year.
We are also good at underwear, where we increased our
market share during the year. Our customers want designed
Kappahl 2008/2009