AppelrathCüpper will also be reinforcing the emotional dimension in its brand image. From the window and merchandise displays through to the lighting and decor, the Aachen store will be setting the tone. Fashionable colors and modern materials create a truly inviting ambiance in this new store concept, which will also be implemented at the flagship store on Frankfurt’s Zeil boulevard; it is due to reopen in mid-March 2009 following modernization work. The concept will also be rolled out step-by-step on a smaller scale at other locations.

New logo, fresh look: AppelrathCüpper in Aachen.

Since September 2008, AppelrathCüpper’s communications have also entered a new dimension. AppelrathCüpper is now honing an image as a professional fashion store that embodies rich international flair and emotional appeal. The revised logo and above all the fresh, elegantly intertwined initials ”AC” underline AppelrathCüpper’s new umbrella brand concept, as does intensive end-consumer advertising in the form of reader supplements in leading women’s magazines. Beyond this, the window displays act as eye-catching calling cards for the individual stores while playing a key role in bolstering the brand’s image.

The high service standards – above all the intensive, professional sales assistance provided by helpful staff – is still very much an AppelrathCüpper hallmark. Room for improvement still exists in techniques of initiating sales discussions, particularly in the ways that customers are approached and a willingness to help is conveyed. Offering customers accessorizing items will be an additional focus.  

All of these activities are designed to quickly put AppelrathCüpper back on track for renewed success, and to improve the company’s performance on a sustained basis. These – along with detailed analyses showing that this location could not be operated profitably – were also the reasons behind the decision to close the Berlin store at the end of January 2009. Although the cost of closure will generate a short-term loss, this step will strengthen earnings at AppelrathCüpper in the long term.

Filiz Kahya
Deputy Head of Department at AppelrathCüpper, Münster

AppelrathCüpper is going through a difficult time at the moment. What should the company do to get back on track?

In my view, several things have already changed for the better in recent months. Our product ranges and advertis­ing have been updated, making them more appealing to a fashion-conscious clientele. In broader terms, our brand image has been rejuvenated. And we also have one major advantage over our competitors: we take the initiative, anticipate our customers’ questions and provide honest and professional advice.

What do you like most about AppelrathCüpper?

I feel like I’m in really good hands here. My superiors set me new challenges and then help me master them. As a result I feel motivated and sense that I can really achieve something here.

What makes a good sales assistant?

You need to be open and responsive, but you also need to know your merchandise. Lots of our customers are very well-informed. Honesty is extremely important during sales discussions too – even if that sometimes means telling customers that something doesn’t really suit them.

How did you join the AppelrathCüpper team?

Initially I applied for a part-time position. I was surprised to be offered an apprenticeship – after all, I was already 28 at the time. I was over the moon and jumped at the unexpected chance. Since 2007 I have had the opportunity to fill in at lots of different departments.

What makes the town of Münster so special?

The historic architecture and the array of cultural and leisure facilities make it absolutely unique. Münster can also hold its own against any big city when it comes to premium shopping. And of course that includes the AppelrathCüpper fashion store at Prinzipalmarkt.