PRESS RELEASE
Design by KappAhl – the successful fashion factory
2010-04-07
Design by KappAhl – the successful fashion factory
60 million garments and 10 000 individual items. They have one thing in common: they are all developed by KappAhls own designers at the headoffice in Mölndal. Every year.
The extensive design knowledge is one of the main reasons for the fashion company’s success.
- With our special collection “Vintage stories” we are taking the design further, playfully inspired by the optimistic 1950s, says Carina Ladow, manager business
Space, light, air, high ceilings. In the design factory in Mölndal, the second floor is dedicated to fashion for men and women. On the floor below, Kids fashion.
Sketches, fabric samples, mood boards with upcoming collections, people in motion and hanger after hanger of clothes. Some are for inspiration, an idea, others are sold in thousands in KappAhl’s shops.
- There is a close interaction between everybody involved, from the first sketches to final delivery. Especially when we also have the high ambition to have a surprising and unique design, says Carina Ladow, one of the true veterans of KappAhl. Today 35 highly trained designers with broad experience from the fashion world works to develop models, designs and graphic elements.
- Also add 20 pattern designers who produce a perfect fit for our garments. It is the “hidden design” the customer notice when trying on. A buyer at KappAhl finds appropriate suppliers, manufactures and qualities around the world.
The third collection of Vintage Stories will be put out on the markets in March. Vintage means “old wine” – the fashion world has always glanced backward in history.
- The idea of Vintage Stories was born on an extended job trip. We were inspired by the vintage fashion that we saw and asked ourselves what we could do, says Carina Ladow.
Where the previous two collections have been playing with the best of 1920- and 1940’s fashion, KappAhl now flirts unrestrained with the 1950s.
- We have highlighted the happy, bright and optimistic. The Shape of the 50’s with an ultra-feminine fit.
Two things characterize Vintage Stories. It is a “limited edition” collection and the many well-tailored details highlight the garment.
- Each item is only made in a small volume. Each button, pocket, pressure or extra detail is carefully composed to enhance the overall impression that each item is unique.
Maria Bernhardsson, graphic designer, is part of of KappAhls designer team. Trained in fashion design at Borås Textile University and has been fifteen years with the company. She is a master in using Photoshop and has an enviable task:
- Going to garage sales, surf the web, visit the shops, reading newspapers. This is where I find my inspiration.
Maria Bernhardsson has created all patterns in the Vintage Stories collection. Dots, flowers, figures in the infinite.
- They also appear on labels, paper dolls and muffin tins that are includes in the collection.
The design and the playfulness have been particularly clear in the children’s collection. Anna Bredberg, Design & Purchasing Manager:
- Also for the little girls the fun patterns and details are clearly present. Imagine yourself as a little girl in a floral dress with matching red shoes. What a joy!
One of KappAhl’s challenges is to dare to be brave and at the same time let the fashion be commercially viable. The base is always four lines: romantic, sporty, classic and trendy. At the top there are special collections like Vintage Stories.
- We simply must know what men and women between 30-50 years want to wear in six months. Our customers prefer to look nice over cool. And to this you add a growing and increasingly fashion-conscious group of children and early teenagers, tweenies, says Carina Ladow.
KappAhl’s aim is always to improve, with adapted qualities, better fit and keen on details. Can you pull it off?
- Yes, if we look at it in financial terms the last few years have been very successful. We are growing rapidly. But for me another matter is as important: KappAhl has extremely few complaints. Customers are satisfied and keep coming back.
For more information and images, please contact:
Monika Kostovska, Fashion Press Manager, phone +46 31 771 55 56, 56
Charlotte Högberg, Head Public Relations, phone +46 31 771 56 31
KappAhl is a leading fashion chain with close to 360 stores and 4,800 employees in Sweden, Norway, Finland, Poland and the Czech Republic. KappAhl sells good-value fashion to a wide range of consumers – women, men and children – with a particular focus on women in the 30 to 50 age group with families. All KappAhl garments are designed by its own fashion team. In 1999, KappAhl was the first fashion chain to receive environmental management standard certification. KappAhl’s sales for the 2009/2010 financial year totaled SEK 5.1 billion and its operating income amounted to SEK 551 million. KappAhl’s shares are listed on the Nasdaq OMX Stockholm Exchange. For further information, please visit www.kappahl.com.