In the midst of the fast fashion war on those who produce, sell and distribute clothes the fastest, the C&A chain prefers to take slow but sure steps, concentrating more and more on improving the experience of its customers, with the help of technology and without neglecting physical stores.
Kelly Kroger, CEO of C&A México, shares that after the purchase of Grupo Alfar, owner of Care with the Dog, C&A is creating a strategy to take advantage of the strengths of both groups and thereby get closer to the needs and tastes of the Mexican market.
He noted that C&A has invested in technology for a technological transition in order to better understand the consumer.
“We have invested in Oracle retail, in Salesforce for online sales and what we are looking for is how to walk through a single-channel experience, connecting physical and digital stores.”
“The fashion market in Mexico is super complex and very fragmented, formal and informal, local and international, and now with digital players that reach everywhere. “What we as a brand try to do is really know and understand the Mexican customer, understand their style, their way of seeing, their family budgets and try to give them answers by bringing quality fashion at an adequate value,” Kroger told El Sol de Mexico.
The directive indicated that the fashion business has changed rapidly, since now people can purchase any item or item of clothing from their cell phone and in a matter of minutes. However, this scenario does not intimidate the company, which will bet on quality designs and products that it will also offer in its digital range.
Grupo Alfar was founded in 1990, initially as Avante Textil, and has since become one of the largest clothing manufacturers and retailers in Mexico. In addition, the group indicated that it intends to use its capabilities to strengthen C&A México as a fashion brand.
Currently, C&A has 84 stores in operation in the country, and the goal is to build eight more stores next year. Each store involves an investment between 20 and 25 million pesos.
“We are focused on opening more stores in the north of the country and continuing to increase our presence in the center. We anticipate continuing our expansion until we reach 100 stores in two or three years,” he stated.
Kroger stated that they have also sought to expand the brand’s presence in the digital channel, achieving significant growth, since in 2023 alone its sales recorded on its website were double compared to 2022.
“We have invested in creating an experience for online sales, but what we are looking for is how to walk through an omnichannel experience connecting physical stores and the digital store,” he said.
In Mexico, fashion is the favorite category of online buyers, since six out of every 10 users bought an item of clothing, footwear or accessories through the Internet in the last year, according to the Mexican Association of Online Sales (AMVO ).
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A strong point of fashion sales is omnichannel, and physical stores play an important role in the search prior to purchase, because the practice of visiting stores to learn about the product has grown, but making online shopping.
“We want the customer to be able to interact with any channel, know who they are, what they like, and give them a unique, independent experience in where they are interacting,” Kroger added.
2023-12-23 08:00:00
#Mexican #market #digitalization #Sol #México
