C&A is remodeling: One area has to leave the stores
Created: 12/21/2022, 5:52 p.m
By: Vivian Werg
After the expanded online offer, the popular fashion chain C&A is now making another change.
A fashion section disappears from the shops.
Kassel – The textile company C&A is currently in the process of modernizing its branches.
Over the past 18 months, over 730 shops across Europe have been revised.
"We want to give our stores a new role and not just use them as a pure 'point of sale'," said Jason Morgan, Chief Operations Officer and Chief Commercial Officer at C&A Europe in an official press release.
In the course of the renovations, the XL area must now also give way.
According to C&A, however, this should not mean that people with larger sizes will have less choice in stores in the future.
On the contrary: Displays in the branches refer to the range in the online shop.
According to C&A, a separate XL area is no longer up to date, instead they want to focus more on inclusion, a company spokeswoman told the fashion magazine
Stylebook.
C&A says goodbye to the XL area
The XL portfolio is to be partly integrated into the core collection and partly presented in the online shop.
The adjustment of the portfolio would be carried out successively and not removed from one day to the next.
"Rather, we will see a transition phase next year, where, for example, the women's XL area will initially only be adapted in a large part of our stores," said the spokeswoman.
C&A | clothing company |
|---|---|
founding | 1841 |
Seat | Vilvoorde (Belgium) and Düsseldorf |
Locations | around 1400 branches in 18 European countries |
C&A is remodeling: the company is focusing more on online
C&A is increasingly pursuing a new online strategy: the European textile giant wants to pick up its customers online over the next few years and no longer only rely on stationary retail.
In the course of this, two quite unexpected partnerships have already emerged: first with Amazon Fashion, followed by Zalando.
“Our decision to modernize is based on well-founded analyzes of our target group.
We want to be where our customers are already.
And this is where our data clearly show: our customers are demanding an omnichannel offering – a complementary combination of online shop and brick-and-mortar retail.
We are sure that we can serve our customers even better this way," the spokeswoman continued.
Change at C&A: Fashion chain no longer finds XL areas contemporary.
© Hauke-Christian Dittrich/ dpa
C&A on the way to store modernization
C&A is not the first major fashion chain to take this step.
The Swedish company H&M has only offered the H&M+ range online since 2020 and received a real shitstorm for it.
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The fashion house chain C&A has been struggling with declining sales for a long time.
The result was the closure of branches in Germany.
At the beginning of the year, the textile company also ended a long-term collaboration with a well-known brand.
Next spring will now show whether the lack of the XL area at C&A will be successful and whether customers really feel more included.
(Vivian Werg)
