We - KappAhl
We - KappAhl
We - KappAhl
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STRATEGY<br />
SECURE GROWTH THANKS<br />
TO A HIGH GROSS MARGIN<br />
AND STRONG CASH FLOWS<br />
<strong>KappAhl</strong>’s strong brand is associated with<br />
many positive qualities; loyalty, credibility,<br />
value-for-money and attractive fashion. The<br />
company’s strategic market position is based<br />
on a broad range of fashionable and goodvalue<br />
clothes and accessories for women, children and men.<br />
GROWING TARGET GROUP GIVES GOOD PROSPECTS<br />
<strong>KappAhl</strong>’s main target group is women aged 30–50 with families.<br />
The age group is large and growing in relation to the population<br />
as a whole in all the countries where <strong>KappAhl</strong> is established. It also<br />
has better purchasing power than younger customer categories.<br />
Another advantage is that these customers are more loyal and<br />
less unpredictable than younger target groups. Our target group<br />
might not spend most money on clothes, but they don’t just buy<br />
for themselves – they often shop for the whole family. They like<br />
fashion and rely on <strong>KappAhl</strong> being able to offer it.<br />
Many of our customers may not be among those who benefit<br />
most from business booms, but nor are they particularly<br />
adversely affected by downturns. This makes it easier for<br />
<strong>KappAhl</strong> to plan its operations and the company is also less<br />
sensitive to business cycles than most of its competitors. ➻<br />
6<br />
Kappahl 2008/2009
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