alternating current is an international fashion brand founded in 1841 in the Netherlands by brothers Clemens and August Brenninkmeijer. Currently, the company is present in 21 countries around the world, has more than 2,500 stores and more than 40,000 employees.
Sustainability is becoming increasingly important for fashion companies. Consumers are increasingly aware that companies introduce sustainable processes and take concrete measures to protect the environment. Among these companies we find C&A, a company founded in 1841 in the Netherlands whose core values are sustainability and which publishes an updated report on its global sustainability strategies every year, reflecting its ongoing commitment to responsible and respectful practices with the environment. “The fashion retail business model is changing radically. For example, fast fashion is no longer acceptable to large parts of society and increasing attention is being paid to e-commerce, both of which we recognize and act accordingly.‘ informed us Flavia Ballve, Corporate Communications, Lead External Affairs for Europe at C&A.
The company has focused on its sustainability strategy for years. In 2019, the company announced that in just one year it had reduced Scope 1 and Scope 2 emissions by 9.5% compared to base year 2018, while reducing supply chain (Scope 3) emissions by 4. 3% reduced.
Until 2025 C&A is committed to covering all of its electricity needs with fully renewable energy. In addition, the company has set a target of reducing its greenhouse gas emissions by 30% by 2030. Another milestone of C&A in Spain and Portugal as part of its climate strategy was the start of the collaboration with ClimatePartner in 2020 to offset unavoidable CO2 emissions in its stores on the peninsula.
C&A updates its stores in Europe
At the end of 2022, C&A announced that they would start their new project “A C&A‘, with the clear goal of strengthening the connection between its physical stores and the online channel to provide an omnichannel experience that puts consumer needs first. “We want our branches to take on a new role that goes beyond their function as a point of sale“, he explained Jason Morgan, Director of Operations and Commercial Director of C&A Europe. “Our store environments serve as beacons and our employees as ambassadors to present C&A as a modern, sustainability-focused fashion brand,” he said.
To date, C&A has completed the successful renovation of more than 1,000 stores, indicating significant progress in executing its store modernization strategy. The new spaces offer an exciting shopping experience that combines the new brand identity with updated customer service.For example, they feature the brand’s new distinctive logo and customers have access to free WiFi throughout the store. In addition, the stores place a clear and informative focus on the environmental friendliness of the products and on C&A’s sustainability efforts in general.
Ballve told us at C&A: “We examine the latest technology trends that can enhance the customer experience, be it in-store or online.“. For them, customers are at the heart of their strategies and they try to meet the new needs that have arisen since the pandemic.
The online channel is gaining market share
The changes in the company are paying off. “Our achievements demonstrate that we are on the right track, not only to succeed now, but also to lay the foundation for our long-term success in the years to come,” Corporate Communications, Lead External Affairs for Europe, told us alternating current. In addition, he highlighted some data, such as the growth of the online channel in 2021 (latest financial data available), when the company’s online sales grew by 54% compared to the previous year (Europe).
On its online channel, C&A offers a variety of payment methods tailored to the respective country. In Spain, customers can choose between Visa, American Express and MasterCard cards. Payment option via PayPal and delayed payment option are also available.
In addition, we must not forget the work that C&A does together with the marketplaces, as these have become a mainstay of the brand’s online strategy. In the last two years they have established relevant partnerships with big players like Amazon and Zalando.