Competition in the retail sector right now is especially strong. It’s not just about the number of competitors in the market; Factors such as the closing of stores, the new habits of the shopper and the decrease in consumption are now elements that cannot be ignored. The players in the sector must be renewed to gain relevance and firms like C&A know this.
Although at this moment thinking about a rebranding could be seen as something simple given the complex situation that the sector is experiencing, the reality is that it could translate into a great step.
This has to do with the importance that the corporate image and logo of any firm has in the business of any company.
When a brand image manages to be memorable, it catches the attention of audiences 13 percent more than those whose background is only to inform, at the same time that they make consumers 7 percent more likely to know about a firm and 6 percent percent more to think that the brand has better levels of innovation than its competition, according to estimates by Siegel + Gale.
The truth is that with the advancement and evolution of the market in more than one sense, it has forced various brands to seek a change of image that allows them not to lose validity before the competition and the consumer.
Recall that from Marketing Insider Group, they indicate that a good cbrand change it can help a business better connect with a new or changed target market, or help keep a business at the forefront of their customers’ minds.
With this in mind, C&A has just announced a change of image, which is accompanied by a change in its logo that seeks to communicate a greater focus on sustainability, as stated by the firm itself in a press release.
In addition to this change in its logo, the firm has just adopted the claim “Wear the Change” for its entire structure, which until now was only used for the ecological lines it promotes.
According to Maik Kleinschmidt, director of brand marketing at C&A Europe, the intention of this change is “to reinforce three main aspects: sustainability, unbeatable value for money and the inclusiveness of our products.”
Additional Leticia Pérez de Camino, director of marketing in Spain and Portugal, pointed out that the “objective is to modernize the image of C&A and adapt it to the new normal. C&A will continue to be a brand for real people ”.
The new logo of the firm is characterized by simplicity. The three elements that have accompanied the brand for centuries, in addition to losing color and appearing in black, have lost the ornate oval that has identified the brand’s emblem since 1913.
Although the company has said that this movement has a lot to do with communicating its sustainability values, the truth is that this design is also much more adapted to the digital field, where thinner lines and without so many elements have proven to be much more effective and efficient both in load and in communication capacity.
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