‘Hey, I like your style’ – success for KappAhl
In autumn 2012, KappAhl launched its ‘Hey, I like your style’ advertising concept – an homage to its core customer and her style. Customer surveys and positive sales trends show that the advertising concept is one of several successful initiatives from the fashion chain.
“I’m very pleased with the efforts made to strengthen KappAhl’s customer relationships,” says President and CEO Johan Åberg. “Increased sales in a weak market show that we are reaching our customers.”
The fashion chain is seeing positive results in its regular surveys. In terms of customer satisfaction, the surveys show that the chain holds a distinctly strong market position. Measured values such as which brand names customers prefer and advertising information also indicate an upward trend.
“‘Hey, I like your style’ has really hit the spot with the target group!” says Vice President Marketing, Anders Paulsson.
Now the full song has been launched – ‘Hey You, I Like Your Style’
The music, specially written for the advertisement, has also been successful and caught many people’s attention, not least in social media. The fashion chain is now therefore releasing a full-length version featuring the artist Vicky. The song can be found on Spotify and iTunes and the new video is on YouTube.
The fashion chain has it in black and white that the initiative has been a success, and is now developing the concept further. An important part of the new strategy is based on using the concept in several media channels.
“Our next step is to engage customers even more through interaction and by building on the genuine feeling in the advertisement,” continues Anders Paulsson.
For further information:
Anders Paulsson, Vice President Marketing, tel. +46 705 27 66 56, anders.paulsson@kappahl.com
Johan Åberg, President and CEO, tel. +46 706 09 99 73, johan.aberg@kappahl.com
For photos and company information:
Charlotte Högberg, Head Public Relations, tel. +46 704 71 56 31, charlotte.hogberg@kappahl.com
KappAhl was founded in 1953 in Sweden and is a leading fashion chain with almost 400 stores and 4,500 employees in Sweden, Norway, Finland, Poland and the Czech Republic. KappAhl sells affordable fashion to a wide range of consumers – women, men and children – with a particular focus on women in the 30 to 50 age group with families. All KappAhl garments are designed by our own fashion team. KappAhl was the first fashion chain in the world to be environmentally certified, in 1999. KappAhl’s sales for the financial year 2011/2012 totalled approximately SEK 4.6 billion. KappAhl is quoted on NASDAQ OMX Stockholm. More information is available at www.kappahl.com.
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