C&A, a pioneer in Brazilian fashion retail, presents its new brand concept, “We meet at C&A”, which reflects the way the brand wants to connect with its customers. The central idea is to be a place where consumers meet fashion and, above all, themselves, providing a shopping experience that raises women’s self-esteem.
“Our new phase celebrates the beauty and strength of each of our clients. We want to be the place where each of them meets, in a movement that brings us even closer to those who have trusted our brand for so many years”, highlights Paulo Correa, CEO of C&A Brasil.
To achieve this, the brand revisited its identity, strengthening its iconic elements such as the logo, the escalope and the “&”, now in a vibrant color palette, where black and blue stand out. Brightness, volumes and textures complement this transformation and reflect the innovation present in the collections. “The proposal was to bring modernity and sophistication without losing the essence of C&A. The brand has always reflected what our customers are and aspire to be”, says Jade Romano, senior marketing manager at C&A.
“C&A has a history of connecting with Brazilians. The new positioning reveals the brand as a fashion translator, the space in which everyone encounters fashion. In the visual identity, we reinvented C&A’s proprietary and memorable elements to make it more contemporary, digital and aspirational, expressing its vibrant energy to provide an increasingly engaging experience.” highlights Felipe Luz, partner and director of FutureBrand São Paulo.
According to Jade, the new story aims to impact the main moment in which C&A meets its consumers: in the fitting room. “That moment when you look in the mirror with a C&A look and see yourself the way you always wanted. This space becomes a true showcase of self-esteem and confidence”, he says.
The campaign, developed in partnership with the agency VML Brasil, debuts this Tuesday, October 15th, and reflects this new moment through a trio of stars that reflect the diversity and style of its consumers: top model Adriana Lima, the actor Rômulo Estrela and the singer and actress Any Gabrielly. They represent different audiences and personalities, reinforcing the plurality that is part of C&A.
The actions will be widely broadcast on different platforms, including 60, 30 and 15 second films for open TV, social networks, and large DOOH (Digital Out Of Home) activations, with a presence in several Brazilian cities. The pieces will occupy digital panels, interactive screens and high-impact spaces to maximize reach and engagement with the public.
“We built a narrative that brings this inspiring shopping experience to the streets, screens and networks. Our objective was to translate what C&A means to its consumers and deliver a campaign that contributes to the company’s successful moment, showing that effective creativity brings excellent results for the business”, says Karina Ribeiro, CEO of VML Brasil.
