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KappAhl strives to improve male shopping experience
Aug '13
With a well-matched assortment and a clear destination in store KappAhl now launches easier shopping at its men's department.

‘We want more men to shop at KappAhl. So we asked them how they want to shop and are now building our assortment and our men's department after this’, says Carina Ladow, KappAhl’s Vice President Assortment and Design.

This fall KappAhl implements a strategic move to strengthen the brand to the customer segment Man. In surveys, the fashion chain asked men how they want to go shopping.

Men go shopping more rarely than women, but shop more at a time and prefer to buy whole sets, says Carina Ladow. Our aim is to make it easier for them to shop at KappAhl.

The men’s assortment is thorough and well-matched. With clear navigation in store, including simple illustrations with tips and advice on matches, etc., men will quickly find what he needs.

‘We have produced a modern wardrobe for the man, with both basic and fashion products for preppy customers as well as jeans customers’, says Tina Nicander, Purchasing and Design Man.

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.


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