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.