KappAhl aiming forward
Now KappAhl launches its new advertising concept "Hey, I like your style" – a tribute to the core customer. The stores are reviewed and a new assortment strategy is developed. Strong fashion collections and a new long-term communication concept will boost KappAhl and reinforce relationship with the customer. The pieces fall into place for KappAhl's revival.
– Now we are beginning to see tangible results of the big changes we started as I arrived, says Johan Åberg, President and CEO of KappAhl.
The makeover plan covers everything from refreshing of stores, new assortment strategy and new communication concept. The goal is to strengthen the brand and the relationship with customers.
Recently KappAhl conducted its largest customer survey ever. Based on the survey, the fashion chain could define three main groups based on customers' personal relationship to fashion. The new advertising concept is made to follow three healthy, beautiful and natural women whose characters are based on these so-called fashion attitudes.
– Now we are taking a new approach to communication. The concept under the motto "Hey, I like your style" is an unabashed tribute to our customers and their style. To succeed in this industry you have to love your customers, and this is our way to show that we do, says Anders Paulsson, new Marketing Director at KappAhl since last spring.
For the development of the new advertising concept stands the advertising agency Holy Diver, with the assistance of KappAhl’s in-house agency. The music of the film is a modern, dance-friendly revision of an old Temptations classic. The song will have a prominent place in KappAhl’s commercials going forward.
– We have already recorded the first four films, and the premiere film starts rolling Monday, September 24, at the same time in Sweden, Norway, Finland, the Czech Republic and Poland. In addition to TV, we will be seen much in digital and social media, in line with our new media strategy. The premiere film we make a first acquaintance with the women and peek into the street where they live, says Anders Paulsson.
– We have worked hard with stores and assortment during the year. Now that the communication concept is finished, the pieces are in place and KappAhl is ready for a strong revival, concludes Anders Paulsson.
Attachments
- Link to the first commercial
- Pictures of advertising characters, see separate attachments
For more information:
Johan Åberg, CEO, tel. +46 706 09 99 73, johan.aberg@kappahl.com
Anders Paulsson, VP Marketing, tel. +46 705 27 66 56, anders.paulsson@kappahl.com
For images and other information:
Annette Björklund, Head PR, tel. +46 704 71 55 42, annette.bjorklund@kappahl.com
KappAhl is a leading Nordic fashion chain with more than 380 stores and close to 4 900 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. During the financial year 2010/2011, KappAhl had sales of nearly SEK 5 billion, with an operating profit of SEK 222 million. KappAhl shares are listed on the NASDAQ OMX Stockholm. In 1999, KappAhl was the first fashion chain to receive environmental management standard certification. Further information is available at www.kappahl.com.
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