C&A faced difficulties with the transformation of its competitors and with the entry of international players in the Brazilian fast-fashion market. Between 2014 and 2015, School SS99® was called by the marketing team and the planning team of one of its agencies to find a new way of connecting with the profile of its new consumer. Insights were born from this project, provocations that helped the brand to build its success in the national fashion scene. One of the initial events was the approach of the brand with new musical artists through partnerships and press releases in pocket shows happening in unusual places.
"The path of national fashion brands has always been to fill a gap that exists in our country: the legacy of fashion. European and even American countries have a different culture from ours, and we need to be attentive to consumer trends. Those projects that we developed for C&A were an opportunity for the brand to get closer to global trends through partnerships with the artistic, musical and young designers. However, we need to look every year at social and cultural movements around our audience, but always respecting the brand essence”.
Flávia Nogueira
CEO & Creative Chairwoman
