What Is The Secret Behind C&A'S Renovation Of Store Decoration?

Some time ago,

The launch of the first new concept store in China is dominated by black and white tones, and at first glance is like an open art studio.

C&A, like foreign brands such as UNIQLO, ZARA and H&M, swept the Chinese market after 2006. Now, with the upsurge of fast fashion brands gradually cooling down, there must be some reasons behind C&A's meticulous pformation of stores.

First of all, from the development of C&A in China, C&A and

They all entered China in 2007. At the very beginning, four shops in C&A opened one after another, and the development momentum was good.

However, according to the data, there are 513 stores in mainland China till now, while C&A has only 60 left in H&M.

But C&A seems to be disdained to join the store wars.

before

Brenninkmeijer, the chief executive of China, has said that C&A does not want this to be a competition in the number of stores. It is based on the economic and service consumer's ability to maintain its pace.

It is worth mentioning that C&A has indeed experienced an eventful year in recent years.

In February 2017, C&A was closed in the first flagship store in Chunxi Road, Chengdu; only a few months later,

The whole line withdrew from the Russian market.

Not only did stores reduce, but also in January of this year, C&A was about to be bought by Chinese investors.

In fact, not only is C&A, but the market trend of many fast fading brands in China has gradually declined, one of the reasons is the change of consumers' concept.

With the rise of the new generation of middle class in China, consumers no longer value the cheap advantage of clothing, but pursue products with more quality and design sense. This will inevitably impact the fast fading brand of C&A.

The second is the increasingly fierce competition.

Under the influence of e-commerce sales, consumers can choose more and more brands, and Chinese local brands also seize the opportunity to get the love of many consumers, such as their own quality.

And MJStyle, it is learned that by 2017,

The number of stores has expanded to 200, which is much faster than that of fast fading brands, occupying a certain market share.

So it has to be said that the commercial geomancy turns around, and the Chinese local brands that are squeezed are coming back now. With the increasing number of competitors, C&A and other fast moving brands should actively seek countermeasures, but the key is to focus on the competitiveness of products, rather than the exterior packaging of store decoration.