The new brand strategy 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 now responds to these demands by offering collections of excellent value for money to make consumers feel good about themselves and suit their lifestyle. “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.

Integral part of the brand campaign is a new imagery, built on emotional, stylish, natural, and authentic images that come to life in TV spots, Out-of-Home, communication in C&A stores and on digital channels across Europe. It 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.