C&A and Alvanon partnership leads to sales growth for denim collection

By

Barbara Santamaria

Published
Nov 11, 2015

The retail group C&A Europe has announced that total turnover to date for its current women’s AW 2015 denim fashion collection has increased by 17.4% compared to 2014, following a 12-month product re-engineering and business alignment project developed in collaboration with Alvanon, the global apparel business expert.

Total turnover of its entire adult denim range has also grown by 7.8% on last year, exceeding C&A’s expectations by 8.7%. Women’s denim turnover was also up 9.1% against the company’s planned budget, while turnover of men’s jeans was 8.3% more.

Helen Walczak, head of strategic design projects at C&A, said: “We at C&A aim to offer style, quality and fairness through products that represent our four pillars of product design: style, craftsmanship, fit and sustainability. Therefore, we aim to continuously improve our products wherever possible through relevant partnerships. With our new fit standards developed with Alvanon, we can guarantee our customers consistent fit and size every time”.

The Ladies’ fit project comprised a comprehensive body shape analysis of C&A’s target European consumer demographic, and new technical fit standards across its ladies division and its new denim collection, delivered by Alvanon analysts.

New technical tools for fit evaluation and execution, such as fit mannequins and block patterns, were also developed and rolled out across C&A’s internal product design and development teams.

The partnership is also planning to develop a similar strategy for C&A’s men’s and kids divisions within the next year.