The whole network has been opened to protect rights and carry plagiarism reports
The former fast fashion giant has now become the "tears of the times". C&A, a Dutch clothing brand with a history of 180 years, is experiencing a waterloo in the Chinese market. There are only 1-2 stores left in Beijing and Shanghai, and the goods are heavily discounted, with a 7% discount or even lower for three items, and it seems that the final clearance process is underway.
Consumers lamented the affordable price and good quality, which became the "tears of the times" in the hearts of many people. The decline of this long-established fast fashion brand reflects the cutthroat competition in the fast fashion industry and indicates that more brands may follow in its footsteps.
After decades of ups and downs, he finally became the supreme of the Ninety-Five
In 1841, the C&A brand was born in the Netherlands. A century later, it expanded to Germany, France and other European countries, and is known as the originator of fast fashion. In 2007, C&A officially entered the Chinese market, and the competition became fierce for a while.
However, the good times did not last long, due to unclear positioning and single products, C&A has always been tepid in China. In 2020, C&A decided to sell its China operations to an investment firm.
Stores in shopping malls have closed down, and now only 1 store in Beijing and 2 stores in Shanghai are left, and the products are discounted, with a 7% discount on three pieces or even lower, and it seems that the inventory is being cleared. From a fast-fashion giant to a handful of stores, C&A's trajectory in China reflects the industry's cutthroat competition.
The price is affordable and changeable, and it has become the supreme of the old customers
Once upon a time, C&A attracted a large number of young consumers with affordable and varied products. Uncle Chen, born in the 90s, recalled that he often patronized C&A when he was in college, and bought more than a dozen pieces at a time, which was both affordable and in line with the changeable style of young people. Nowadays, in the remaining stores, the goods are discounted, and they are basically at 75% off or even lower.
A consumer in Chengdu lamented that the discount of 7% off three pieces seems to be "very Buddhist", and the quality and price are very suitable. In the hearts of old customers, C&A represents the shopping memory of parity, variability and quality, and has become the "Ninth Five-Year Supreme" in their hearts.
E-commerce is weak and difficult to return, and the old brand has sunk into "tears of the times"
It's not just offline businesses that are struggling. C&A's social media updates have also stalled, and e-commerce doesn't seem to be getting the attention it expected. Although C&A partnered with an e-commerce company in 2021 to try to expand its online business, it had little success. In the fast-iterating e-commerce field, it is not easy for old brands to re-emerge.
Whether online or offline, C&A is showing a lack of weakness. In the field of fast fashion, only continuous innovation and active expansion can be invincible. And C&A, which was once beautiful, can now only struggle to survive in the hearts of old customers, becoming the "tears of the times" in their eyes.
The sinking of a century-old store warns that the fast fashion industry is in danger
The demise of C&A in China warns that the future of the fast fashion industry is full of uncertainties. If brands want to gain a foothold in this red ocean, they must remain agile and innovative, actively expand online and offline, and maintain a high level of consumer relatability.
Otherwise, even the old brand with a hundred years of history will not escape the fate of being eliminated by the torrent. Let's wait and see what fast fashion brands will follow in the footsteps of C&A and become the "tears of the times" in this competition.
The whole network has been opened to protect rights and carry plagiarism reports