Equity Story & Risk
Fashion for people in their prime
ADLER announced its strategic realignment in the first quarter of 2018. The implementation of the new strategy will allow ADLER to more consistently tailor its full range of products and services to its target group. ADLER defines this group as women and men aged 55 and above who want high-quality clothing at attractive prices, without wishing to follow the latest fashions. ADLER already enjoys a leading market position with this demographic group in the DACH region (Germany, Austria, Switzerland), which the company intends to further strengthen and expand. The aim is to create a brick-and-mortar and digital platform for "best agers" and become the number one choice to meet their fashion needs with regard to style, fit, quality and service.
According to estimates by the German Federal Statistical Office, the number of people over the age of 55 in Germany will grow by 10% over the next ten years to around 33 million people. ADLER´s strategy, which focuses on profitable growth, aims to achieve even better penetration of this growth market in future. With this in mind, the primary objective is to create greater loyalty to the ADLER brand among existing customers in order to increase ADLER´s share of wallet (proportion of a customer's total spending on a specific product group).
Growing importance of e-commerce
ADLER pursues a multi-channel strategy through which we aim to ensure a consistently positive brand experience across all sales channels. While the brick-and-mortar-business remains of vital importance for ADLER, different approaches to leveraging various digital shopping mediums (e.g. mobile and desktop) to generate sales are also gaining in importance. Mobile devices accounted for around 49% of visits to the ADLER online shop in 2017, representing an increase of nine percentage points on 2016. Against this background, the digital sales offering was rounded out with the launch of the ADLER app in spring 2017. As part of the strategic realignment, the functionality of the app is to be considerably expanded to offer users additional benefits and further enhance brand loyalty.
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