Page 21 - #184 September 2023

Kalverstraat, Amsterdam, Netherlands Bahnhofstrasse, Zürich, Switzerland

traditional product-led strategy. We are committed to adopting a pull DNA of C&A for many years already and it is a topic that is very close
structure that focuses on being truly customer-centric. In order to to my heart.”
achieve this, we have started a comprehensive digital transformation To this day, C&A is one of the world’s largest buyers of organic cotton
to gather essential market insights, enabling better service delivery and and they are also identifying new approaches, their current Global
deeper understanding of customer styles, preferences and demand Sustainability Strategy 2028 is based on many years of work in the area
patterns,” says Boer. of sustainability.
Proof of this was in the recent launch of its European membership “Among other things, our Strategy 2028 aims to source 100 per
program, ‘C&A for you’ back in August. The program was designed to cent of core materials more sustainably, ensure a longer service life by
enhance the shopping experience and bring an extra spark to customers’ combining innovation and the circular economy by seven out of ten
fashion journey. As a member, shoppers will gain access to exclusive products and replace 50 per cent of single-use plastics in stores, online
offers, benefits, rewards and discounts, as well as a wealth of fashion and in the supply chain with sustainable alternatives,” Boer highlights.
inspiration, making their C&A shopping trips even more enjoyable. After The company has a very clear purpose that guides them in
a successful pilot program in the Netherlands, ‘C&A for you’ is now everything they do; they inspire customers, co-workers and all of
being rolled out across multiple European countries, including Austria, their partners and stakeholders to look, fool and do good every day.
Belgium, France, Italy, Poland, Spain and Switzerland. Boer explains that this is something that every member of the C&A
Utilising the pivotal role that social media plays in today’s retail world; team lives by every day and that it is embedded into their strategy
C&A is constantly adapting the way they communicate with their clients. and daily lives.
They are active on several digital channels, such as Instagram, TikTok and While the growth plan for the business offers many opportunities for
Facebook. They value the direct exchange with their clients that social them to establish the brand even more as a stylish, affordable option for
media allows, as it offers the opportunity to receive feedback on how to all, they know the political and economic context of the world has been
continue to improve. and most likely will continue to be, challenging and they remain confident
As the topic of conversation moves onto sustainability, Boer explains they are building a company that is stronger than ever to overcome
that the business model of fashion retail is fundamentally developing those challenges.
and that there is a need to take their customers along. “Their demands “The Leadership Team and their own teams are prepared and ready to
have changed – the calls are coming from the streets – consumers are switch into the next gear and bring our transformation plans to fruition,
interested in more sustainable and circular fashion and fast fashion is no it is an exciting time to be part of the C&A team and I am excited for
longer acceptable to a large part of society. Sustainability has been in the what the future holds,” concludes Boer.