São Paulo, October 2024 - 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 the place where consumers meet with fashion and, above all, with themselves, providing a shopping experience that raises women's self-esteem.
"Our new phase celebrates the beauty and strength of each of our customers. We want to be the place where each of them can be found, in a move that brings us even closer to those who have trusted our brand for so many years," says Paulo Correa, CEO of C&A Brazil.
To this end, the brand revisited its identity, strengthening its iconic elements such as the logo, the scallop and the “&”, now in a vibrant color palette, where black and blue stand out. Sparkles, volumes and textures complement this transformation and translate 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.
According to Romano, the new story aims to impact the main moment when C&A meets its customers: in the fitting room. "That moment when you look in the mirror with a C&A look and see yourself the way you've always wanted. This space becomes a real showcase of self-esteem and confidence," she says.
The campaign, developed in partnership with the VML Brasil agency and launched on Tuesday, October 15, reflects this new moment through a trio of stars who reflect the diversity and style of its consumers: top model Adriana Lima, actor Rômulo Estrela and 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 free-to-air 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.
