Feldpausch brand disappears
The traditional Feldpausch and Burger brands are disappearing from the Swiss clothing market. The parent company PKZ is focusing on a uniform appearance for its brands.
Feldpausch will now operate under the name PKZ Women, while Burger will become PKZ Men. By consolidating the PKZ Men & Women and Paul Kehl brands, the Group aims to achieve greater expertise under one roof, according to a press release issued on Wednesday. However, cost reasons are also likely to be decisive. "The sales areas can be used more efficiently and advertising costs can be deployed in a more focused manner", Group CEO Olivier Burger is quoted as saying. With the new strategy, PKZ hopes to further increase its market share. The company is primarily targeting the mid and upper price segments. Last year, the company achieved a turnover of 200 million Swiss francs.
At the same time as the name change, PKZ is opening Switzerland's largest women's fashion store on Thursday. In future, clothes will be offered on four floors and 3000 square meters. The investment in the total refurbishment amounted to over 12 million francs. The fact that the new fashion store is opening in the former Feldpausch building on Zurich's Bahnhofstrasse is not without a certain irony. In 1997, Feldpausch passed into the hands of the PKZ clothing group. Since then, however, the stores have always operated under their own name. (SDA)
You can read an interview with Managing Director Olivier Burger on PKZ's new marketing strategy in the next print edition of Werbewoche, which will be published on March 7. And from then, of course, also online (here it goes to the interview).
