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How does environmental management standard certification help a retailer to do a better business?
A sustainable business and a long-term successful business go hand-in-hand. By helping to develop and improve all parts of our value chain we create conditions for a long-term sustainable and profitable business.
How do you motivate your designers to create something that can have a good demand?
Our amazing designers are dedicated to their work task with a great focus on the KappAhl customer. We focus on contributing valid development of the way we work, i.e the best tools for our design- and purchasing teams to analyze trends and new materials and support in their search for inspiration for upcoming collections.
Do you feel that e-commerce retailing has affected the retail stores adversely?
Today e-commerce is an important complement to our stores in order to support our loyal customers. Our customers both shop on-line and do research on-line before going shopping in our physical stores.
Do you feel that eco-friendly labels are just a marketing gimmick?
Absolutely not. The labels are an important part in the value chain to enhance the development and access to sustainable production.
KappAhl's business concept is to offer affordable fashion with wide appeal. Affordable is not just about money. The customer must also be pleased with KappAhl as a company. Our entire product flow – from design, production, transport and warehouse to store – has to be characterized by a comprehensive sustainable approach. We have long been working systematically to address the key sustainability issues in our business and their impact throughout the production flow.
Our goal is to put more sustainable fashion in our client's wardrobe. Of these labels is one part. With clear labels, we show our customer what clothes she should choose for sustainable shopping and in this way contribute. This will strengthen and speed up the process to increase the access to sustainable materials.
What is the condition of apparel market of Europe from Jan 2013 to April 2013?
The retail trade continued to face challenges during the period. The long, cold winter and late spring in Europe has affected sales in a negative way for the business.
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