Annual Report 2009/10 Excellence in Retailing - Douglas Holding

merchandising program, enabling AppelrathCüpper
to forge an impactful and clear-cut public profile. Following
successful campaigns with models like Toni Garrn
and Katrin Thormann, the French supermodel Constance
Jablonski will be the face of AppelrathCüpper in 2011.
The reliably good advice and excellent service people
have come to expect from the helpful and capable AC
employees is highly appreciated by customers, not least
because honesty and professionalism are so important
in the fashion world. With carefully tailored courses, a
seminar for budding managers and an apprenticeship
program that accepted a total of 38 new recruits in
August and September 2010, AppelrathCüpper is laying
the foundations for continued quality of advice and
service.
During the 2010/11 financial year, AppelrathCüpper
will continue to hone its new brand image. Following
the closure of the Solingen venue in January 2011, its
network now comprises 13 stores. All of the other locations
are being successively strengthened with the aim
of establishing them among the leading stores at their
respective locations. To this end, the medium- to upperlevel
merchandise is being strategically modernized,
augmented by innovative brand-names and collections,
and supplemented by attractively priced lines. The key
challenge here lies in retaining the loyalty of long-standing
customers while turning the newly acquired youthful
target groups into devoted AC “regulars.”
With the online shop – launched at the redesigned
website www.appelrath.com in September 2010 – the
company is affirming the twin pillars of its multi-channel
strategy: fixed-location and e-commerce sales. Customers
are now able to order individual items or complete
outfits online from any of the advertising campaigns,
catalogs and promotions – allowing them to enjoy hallmark
AppelrathCüpper service from the comfort of their
own homes. The website also provides comprehensive
information on the brands and services available from
AC; trend-tracking customers can subscribe to a newsletter
and keep on top of the latest looks. Thanks to the
dynamic expansion of its online sales, AppelrathCüpper
is in pole position to benefit from a revival in the fashion
segment – and to regain its former dynamism.
Divisions
AppelrathCüpper · Fashion
Friendly service is the AppelrathCüpper trademark – seen here
Karina Wacker, Münster.
Belt by Napapijri
Chinos by
Marc O’Polo
Shirt
by Donnell
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