Annual Report 2009/10 Excellence in Retailing - Douglas Holding

94 Divisions
Christ · Jewelry
Christ in Figures
fortable seating arrangements now encourage customers
to linger in the diamonds section, creating an environment
of relaxed exclusivity where they can select from an
exquisite range. The mood contrasts powerfully with the
highly frequented section featuring fashion jewelry and
the latest watch trends. Key-brand shop-in-shops dominate
here and offer ample space for spotlighting brand
philosophies. Within this setting, watch brands such as
Armani and Fossil can be presented just as impactfully as
the exclusive Jette Joop collections and popular fashion
jewelry labels like Pandora, Thomas Sabo and Giorgio
Martello with their rich array of chic charms. On the other
hand, a tasteful ambiance with warm colors has been
created for classic watches, and enhanced by selected
shop-in-shop concepts offering brands such as Longines,
Tag Heuer and Breitling.
The marketing featuring the slogan “Moments of
Happiness” forms the cornerstone of the entire Christ
Marquise shape
Emerald shape
Net sales in EUR m Stores Employees
2009/10 2008/09 2009/10 2008/09 2009/10 2008/09
310.2 292.4 204 203 2,173 2,025
presentation – and as such is the foundation for its progressive
and successful emotionalization. The goals are
to communicate how enjoyable and rewarding purchasing
jewelry and watches can be, and to spark desires for
and memories of unforgettable once-in-a-lifetime moments.
Over 6,000 city light posters across Germany created
a high profile for the new Christ “feel” during the
past holiday season.
The ongoing emotionalization of Christ will remain a
focus of 2010/11 with the goal of further improving customer
orientation. In this context the women and men
working at Christ will play a crucial part. Ultimately their
enthusiasm and expertise are what make shopping at
Christ a truly unique moment of happiness for their clientele
– day after day after day. It is partly for this reason
that Christ devotes so much time and money to training
its personnel. In August and September 2010 alone,
119 young women and men began apprenticeships at
Pleasant people: the Christ trio of Hakan Akyüz (deputy manager), Claudia Klee (store manager) and Leona Metschke in Frankfurt.