Home / Knowledge / News / Apparel/Garments / Fashion retailer KappAhl strives for integrated campaigns
Fashion retailer KappAhl strives for integrated campaigns
31
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.

KappAhl

Must ReadView All

L-R Manish Singhai, COO, Peter England; Vinai Kumar Saxena, chairman, KVIC; Ashish Dikshit, business head, ABFRL and Anshu Sinha, CEO, KVIC while signing agreement. Courtesy: ABFRL

Textiles | On 24th May 2017

Aditya Birla & KVIC enter into a strategic partnership

Aditya Birla Fashion and Retail Ltd (ABFRL) and Khadi and Village...

Courtesy: Jabong

Apparel/Garments | On 24th May 2017

Jabong Mood Store redefines online shopping in India

Jabong, India's leading online fashion retailer, has launched the...

Textiles | On 24th May 2017

Starlinger unveils FX 8.0 circular loom for fabric making

Starlinger, a leading supplier of machinery for woven plastic...

Interviews View All

Divyesh Mashruwala
Akshar Industries

Surat dominates foiling, embossing and pleating

Sonia Agarwal
Whitenife

‘The terms eco-friendly and organic are common but everyone perceives them ...

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Sonam & Paras Modi
SVA

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search