C&A outlines modernisation plan
Dutch fashion chain C&A is planning to invest nearly 1 billion euros to modernise its stores and digital infrastructure, said its CEO Philipp Brenninkmeijer in an interview with German trade journal Textilwirtschaft.
C&A does not disclose its sales or revenues. However, it seems reasonable to assume the low-cost fashion brand has also felt the effects of falling consumer spend in Europe.
The company has recently opened a new store in Oberhausen, Germany, featuring a new retail experience designed to strengthen and spotlight the clothing collections.
The new format is set to be rolled out across the company’s chain of stores in the coming years. C&A has over 1,500 stores throughout Europe and more than 500 in Germany.
A third of all stores are expected to feature the new layout by 2017, and by 2021 the retailer hopes to have renovated over 80% of its locations.
The modernisation programme will also see the expansion of the brand’s marketing activities. C&A will double its investment in marketing and plans to return to TV advertising.
The plans also include the introduction of a customer loyalty card and the improvement of its CRM system.
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