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Fashion retailer KappAhl strives for integrated campaigns
Aug '13
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.

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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