Swedish apparel brand Kappahl has been at the forefront of Video Commerce for years now, with a regular broadcasting schedule, a dedicated fan base and hours worth of content for viewers to explore.
Recently, they decided to try something brand new: A Live Shopping aimed specifically at men! As anyone who works in retail knows, cracking the code on engaging and bringing value to this segment can be extra challenging.
We sat down with the Kappahl team to ask about their results and experience. Here is the exclusive.
60 minutes of impeccable fashion
In true Kappahl-style, the livestream itself was of high quality, yet with a relaxed and welcoming atmosphere.
The two impeccably dressed hosts, Victor and Pehtr, guided the viewers to the latest trends in men’s fashion for spring and summer 2025, with emphasis on advice, styling suggestions and just the right mix of trends and classics.
When asked about what key differences between a men's-focused show compared to their regular women’s focus Kappahl had observed, Martina Lindö Persson, E-commerce Merchandising Planner at Kappahl, answered “The number of live viewers was slightly lower compared to our “women-only” shows.”
With a customer base consisting of a majority of women, this was hardly a surprise to the team. However, Ida Augustsson, Social Commerce Coordinator at Kappahl, adds: “We noticed that the chat engagement was very high! We received more questions about styling and guidance, and they were more specific than what we usually get. It was great to see both men and women actively participating in the conversation during the show.”
How Kappahl markets to different target groups
As any good marketeer would know, identifying where a target audience is, and reaching them on their preferred turf, is a prerequisite for success of any kind.
Kappahl doubled down on promotions specifically for this show, and came up with a strong marketing mix letting all channels come into play.
With a combination of website promotions, e-mail and socials, they successfully launched a high-engaging campaign with broad reach. Martina Lindö Persson shares “We saw exceptional reach from our promotional campaign, as peer-to-peer sharing was happening organically.” A very impressive feat in today’s social media landscape, we might add.
A fresh take on gentlemen’s styling
When asked how the show was received, Ida Augustsson quickly replied with real enthusiasm “The response was overwhelmingly positive! We had cheers and kind words from both colleagues and viewers.”
Additionally, she shared that it was appreciated to have the beautiful men’s collection presented in a fresh and modern way, and that the target group felt seen and included.
Results wise, the show did very well. The average viewing time was higher compared to Kappahl’s benchmark - which is already impressive - and Ida Augustsson mentioned that one of the social media stories promoting the show achieved top reach, a testament to the peer-to-peer conversations it sparked.
The future of men’s Live Shopping at Kappahl
When asked if the show’s success merited additional ones in the future, the Kappahl team was already three steps ahead.
They shared that they are definitely planning on featuring men’s fashion as part of their broadcasting schedule and also utilizing male hosts in their live shows generally.
As an extra nugget of insight and ambition, they are hoping to launch a brand new men’s focused fashion show for Fall/Winter 2025. You bet we will cover that case, too!
Watch Kappahl’s men’s Live Shopping show here.
-min.png)
