The new brand strategy from C&A which centres around value was created following an extensive market survey interviewing more than 14.000 consumers across six European countries and providing clear results: consumers prefer a brand that combines affordability, sustainability, quality and style.
C&A says it is now responding to these demands by offering collections of excellent value for money to make consumers feel good about themselves and suit their lifestyles.
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“Over recent years, we made crucial steps forward on our journey to becoming a modern fashion brand. In a fast-changing world, we want to be the trusted brand where consumers do not need to make compromises between a superior price value, modern and natural styles,” says Maik Kleinschmidt, head of marketing at C&A Europe.
C&A adds the campaign will offer huge growth potential beyond established customers, addressing new consumer groups that are on a limited budget, but want modern and timeless fashion regardless.
C&A is building on what it calls an already successful partnership with German fashion e-tailer Zalando’s omnichannel programme, Connected Retail, and is expanding it to join its marketplace model Partner Program. C&A will take advantage of Zalando Fulfillment Solutions (ZFS), which will ensure an even faster and more reliable order-handling process for customers, it says.
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