KappAhl to increase sales of trousers
KappAhl has long been one of the top major Swedish fashion chains when it comes to sales of trousers and has set the target of increasing its market share this year. In 2012, the fashion chain sold seven million pairs of trousers.
"Our secret is excellent comfort and fit," says Carina Ladow, Vice President Assortment & Design. “We see great potential for further increasing our sales of trousers.”
Over the years, KappAhl has listened to its customers' wishes for comfort and good fit and now its range of trousers is one of KappAhl's great strengths. Almost seven million pairs of trousers were sold at the chain's 400 stores in 2012. Sales of trousers increased by 10% in 2012 and this product group represents a significant part of total sales for the chain.
KappAhl's stores now offer customers a wider selection of trousers, available in a variety of models, colours and fits to suit the entire family. The trousers come in a range of sizes from very small to larger sizes. The fashion chain has also made it simpler for customers to find the right model and size.
Carina Ladow explains, "In response to customer wishes, we have enhanced and updated our range of trousers and when customers step into our stores this spring, they'll be delighted by what they find. Our main focus this spring is on trousers - both jeans and different models of trousers in cheerful colours - and as summer approaches, shorts will dominate the wardrobe.”
All trousers sold by KappAhl are produced in compliance with strict chemical regulations, for example, flame retardants, antibacterial and antifungal agents are prohibited.
For more information, please contact:
Carina Ladow, Vice President Assortment & Design. Tel. +46 (0)704-71 57 02, e-mailcarina.ladow@kappahl.com
Charlotte Högberg, Head of Communications. Tel. +46 (0)704-71 56 31, e-mail charlotte.hogberg@kappahl.com
7 OUT OF 10 SWEDES CHOOSE TO GO INTO A KAPPAHL STORE*
KappAhl is a leading fashion chain with more than 380 stores and almost 4,900 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. In 1999, KappAhl was the first fashion chain in the world to receive environmental management standard certification. KappAhl’s sales for the 2010/2011 financial year reached almost SEK 5 billion and its operating income was SEK 222 million. KappAhl is quoted on Nasdaq OMX Stockholm. More information is available on www.kappahl.com.
*Source: Orvesto Konsument 2011
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