KappAhl selects MEC as its international media agency

In line with its plans to consolidate its market position, KappAhl has stated the goal of becoming best at integrated campaigns. Its most recent initiative in this regard has been to procure an overarching media agency for the fashion chain's five sales markets.
     "One of KappAhl's key competitive advantages in the future is to have good insight into modern media and consumer behaviour," says the company's President and CEO, Johan Åberg. Spending decisions are now often made before the customer visits the store and digital channels play a major role, both before and after a purchase.

Just over a year ago, KappAhl decided to create customer communications that stand out and clearly position the fashion chain in relation to other players in the marketplace. The aim is to forge a stronger connection with its core target audience, the woman in mid-life.

Over the past year, it has launched a successful communications strategy, started in-house production, strengthened its strategic competencies and reviewed its partnerships.

The fashion chain has completed the procurement of a new media agency which will coordinate the overall strategies and optimise local communication.
     "We will start working with MEC. We felt it offers the most suitable model to support an overhaul of our media strategy," says Johan Åberg. "The structure of the partnership is compatible with our new, fast-moving way of working and provides us with efficient means to create fast-moving communication, simultaneously in all channels and across all our markets.“

The partnership with MEC will start in September 2013.

For further information, please contact:
Johan Åberg, President and CEO, tel 46 706 09 99 73, email johan.aberg@kappahl.com
Charlotte Högberg, Head Public Relations, tel 46 70 471 56 31, email charlotte.hogberg@kappahl.com

KappAhl was founded 1953 and is a leading Nordic fashion chain with close to 400 stores and 4,500 co-workers in Sweden, Norway, Finland, Poland and the Czech Republic. KappAhl designs, markets and sells value-for-money fashion and focus in particular on women 30-50 years of age. In 1999, KappAhl was the first fashion chain to receive environmental management standard certification. During the financial year 2011/2012, KappAhl had sales of SEK 4.6 billion. KappAhl shares are listed on the NASDAQ OMX Stockholm. Further information is available at www.kappahl.com

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KappAhl was founded in Gothenburg in 1953 and is a leading fashion chain in the Nordic region with close to 400 stores in Sweden, Norway, Finland and Poland. Our business idea is to offer value-for-money fashion of our own design to women in the prime of life and their family. Sustainability-labeled fashion accounts for 38 per cent of the range. Sales for 2015/2016 totaled SEK 4.7 billion and the company has approx. 4,000 employees in eight countries. KappAhl is quoted on Nasdaq Stockholm. More information is available at www.kappahl.com

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One of KappAhl's key competitive advantages in the future is to have good insight into modern media and consumer behaviour
KappAhl's President and CEO Johan Åberg