The brand’s marketing director, Mariana Moraes, tells details of the product that has conquered the public in recent weeks
Anyone who enjoys following memes on social media has undoubtedly heard of “shopping pants”, the name given by the Looney Tunes character to the model of pants. wide legwhich features wide legs and was a hit in the 80s and 90s.
Betting on more licensed products and keeping an eye on internet trends, C&A brought “shopping pants” to life in June, winning over an audience that embraced and engaged the idea on the networks. In addition to the pants, the new collection also features a belt and a printed T-shirt.
Where did the idea come from?
Mariana Moraes, marketing director at C&A, says that she believed that the collection would bring identification with its consumer who knows and interacts with the meme. “All subjects related to the entertainment industry and that generate emotional connections with its fan base are accepted and sought after in our stores. age,” he explained.
For this, the products were strategically developed using elements of history in them. C&A decided to change the name of the pants pattern on the label, which would traditionally be wide legfor shopping pants, in addition to other personalized trimmings such as embroidery referring to Daffy Duck’s speech.
“In stores, the collection was highlighted in the sales area so that people could see and identify with the novelty. And the strategy proved to be assertive, as the content not only went viral on the networks, but was also a sales success. days to collect wide leg jeans, shirt and belt sold out on the website and in physical stores”, said Mariana.
The impact on networks
Despite hoping that the products would be sales successes in stores, they even went viral through organic posts on social networks. “The first viral on the subject was from a consultant in my C&A relationship program, Letcia Cardoso (@achadossdalele). The influencer spontaneously went to a store and, when she came across the focal point of the products related to the mall pants meme , identified a content opportunity for its channels, especially on TikTok, which went viral in a few hours and generated additional content for the subject”, recalled the brand’s marketing director.
Soon, C&A quickly followed the viralization of the content and soon released it on the brand’s proprietary social networks, which generated even more visibility on digital channels.
How can the drawing from 2011 and I’m in the middle of 2023 wearing mall pants!!! Great idea, CEA
— Bonana (@ODigestor) June 24, 2023
A @cea_brasil learned from the internet, understood the meme and created the mall pants.
One of the products of his collab with #LooneyTunes the famous shopping street. A piece that became a trend on the internet in a scene from Daffy Duck saying what to wear at the mall. pic.twitter.com/cvkPzDjIZx
— Eridania (@eridaniabianchi) June 20, 2023
Out of licensed products
Marina pointed out that C&A considers licensees to be a very solid part of its relationship with its consumers. “In the last three years, even with the pandemic, the brand has increased its product offering by 20%. In 2023 alone, it has already sold more than 300 brands and licensed characters in clothing, footwear and accessories”, she added.
For her, growth and success happen because the licensed products are always aligned with the brand’s fashion attributes, an essential point for a product to draw attention and stand out in our stores. “C&A works on a self-expression platform and the licensing universe has this position as well. Our customers find at C&A a complete assortment of characters, series, games and films so that they can express and live their tastes every day”, he said. .
Mariana concluded by saying that social networks are important channels for C&A’s relationship and exchange with its client and that being aware of the culture and the fun things that happen on digital helps the label to identify opportunities that become success, as was the case with the video of the character Daffy Duck.
“Channels like instagram and Tik Tok are also a kind of shop window, where consumers can access brand news to later make purchases in e-commerce or physical stores”, he concluded.
