Since its first store opening in 1976, C&A Brazil has become a leading fashion retailer offering an assortment of private brands for different lifestyles and fashion needs, including apparel, accessories, and shoes for men, women, and children. In order to maintain their success, C&A Brazil needed to revolutionize and update their retail brand experience and its in-store presence in over 150 stores throughout the country.
C&A challenged Chute Gerdeman Retail to create the ultimate buying experience with a new store concept in São Paulo, morphing a mass merchandising product strategy with fashion-forward store design. Because C&A’s trend-driven marketing and advertising campaigns enjoy instant recognition across the country, Chute Gerdeman needed to connect the brand dots and deliver C&A’s marketing promise in the store environment.
As a collaborative team, the two companies embarked on a creative adventure to revolutionize the C&A brand. The CG team embraced the Brazilian culture and walked in the shoes of the C&A core customer, understanding the brand and the consumer. The language barrier was virtually non-existent as the teams found creative ways to communicate visually.
During a one-and-a-half year process, Chute Gerdeman and C&A Brazil worked closely together, maintaining an exciting, collaborative energy from project kick-off to store opening. Success was achieved as the team further defined the C&A master brand, revamped over 22 unique C&A sub-brand departments and delivered an exciting shopping experience for its customers.
Ultimately, the collaborative team created an in-store connection to the exciting C&A brand messages that customers see in the media. Their brand promise is evident in the design—fashion that’s first, fresh, and fast. Product assortment was maintained, and creative displays allow customers to see more of the merchandise.
The new 32,000 s.f. C&A store engages the shoppers’ senses, piques their interest, and creates brand lust and loyalty. Ultimately, this shopping experience is unparalleled in Brazilian retail while still giving the shopper the best fashion choices at the best possible values.
Working side-by-side, C&A and CG created a brand-right, customer-driven, fashion-forward environment that customers love, and can visit time and time again, always finding something new. Sales are the best evidence of the success and are up by as much as 65%.
Designing for kids? You might be tempted to say “child’s play.” But at Chute Gerdeman Retail we know differently. While the customer may be pint-sized, the opportunity is not. Estimated to be upwards of $18 billion, kids’ buying power promises a big pay off for retailers who can attract and retain kids’ interest. [More]
Denny Gerdeman, has been awarded an honorary Doctor of Arts degree by Columbus College of Art & Design (CCAD).
CCAD President Dennison W. Griffith, in presenting the honor at the school's graduation ceremonies May 10, called Gerdeman "the embodiment of accomplishment, commitment, and passion for this field in which we are all committed." [More]
Katie is a proponent of using environmentally friendly design materials and products whenever possible. Here are her top ten green products for June 2008. [More]
