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Kappahl's new president to compete for customers ' time

After 19 years at the competitor Lindex was Elisabeth Peregi Kappahl's senior director on 7 april. She describes herself as a leader in the sneakers that want to get employees to dare to try new things.

"I want to attract the best from the employees," says Elisabeth Peregi.

may need to test again. When Kappahl recently announced that 20 stores to be closed again, and 50 people have to leave the company, it was hardly a reversal of the trend. H&M's many years of setbacks, it has been the most publicized, but its competitors also have had problems with the sale.

in Order to try to break the pattern, it has been fashionable to change the ceo. Lindex wanted to strengthen e-commerce and picked Susanne Ehnbåge from the amazon marketplace, MQ chose Ingvar Larsson, with the light from the Lindex and also in H&M. Even Kappahl therefore now has a Lindex-veteran with the mission to turn the ship.

" We need to be as relevant and flexible as we can. We must know how the customer behaves and what is desired. It is also important to take rapid decisions in relation to investments, and think about what is important to prioritise the here and now, " says Elisabeth Peregi.

As an example, she mentions that the company must make sure to not get stuck in long leases quickly to shut stores that go bad but also to be able to adjust the collections for what is in demand.

one year after to the previous president and ceo Danny Feltmann suddenly resigned with immediate effect. Chairman of the board Anders Bülow stated that the reason was that the management wanted to target a younger audience than what the board believes is the company's main clients. A little later he fell himself into the fire after having described the target audience as the ”wrinkled ladies”, according to the GP. After their departure, have a member of the board Göran Billie and by chief financial officer Peter Andersson jumped on the post as acting president.

When Kappahl announced the results of its year-end report for the period september 2017 to August 2018 showed that sales decreased by -3,2% compared with the year before. It is significantly lower than the target of 4 percent growth.

Elisabeth Peregi previously worked at Lindex as country manager for Sweden and the united kingdom Photo: Tomas Ohlsson

as can compare the rates online are some of Elisabeth Peregis explanations for the industry's development. But a big reason behind the changed behavior she explains that the shopping has got competition from the other customers ' time.

– We can see that customers in general are more rarely. However, is all the more when the well is all, " she says.

– Women in the midst of life, keep a high tempo, travelling, takes care about themselves and want to cook good food. We want to be with family and friends, work out and have a nice home. Shoppingtiden also compete with the way we consume movies, music and comics. Work-life balance means that the customer must be more purposeful when shopping. But we still need clothing, " continues Elisabeth Peregi.

to the new buying behavior, reduced the total trade. Stilindex from the Swedish Trade show the sales of clothes and shoes in the physical shops and on the net. For several years, the employers ' association presented the weak sales figures for the industry.

During march, sales continued to fall by-0.1 per cent, despite the low comparative figures from the previous year. His Tjernström, head of media relations at the Swedish Trade federation, has yet another explanation.

– Previously had the courage to be a clearer role as a statusmarkör, as a way to show who you are and to express their identity. Today, you can do it in many different ways. In social media, we can show it in how we travel and eat, for example, " he says.

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