Alvanon tie-up boost’s sales of C&A’s A/W'15 denim range

C&A announcing its interim sales performance for the current Autumn/Winter 2015 denim fashion collection said that total turnover value for its current ladies’ denim range has increased by 17.4 percent compared to 2014 and the total turnover value of its entire adult denim collection is up 7.8 percent on last year. The total turnover value of adult denim increased 8.7 percent against C&A’s expectation of 9.1 percent for ladies’ denim and 8.3 percent for men’s denim.

The announcement follows an ambitious 12-month product re-engineering and business alignment project driven by C&A Europe in collaboration with its strategic partner Alvanon, the global apparel business expert.

Commenting on the development, Helen Walczak, Head of strategic design projects and one of the key leaders of the C&A Fit Certification project, said, “We are delighted with the interim results that more than vindicate our professional and financial investment in the changes. 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 C&A project in terms of scope and timing is one of the most ambitious we have ever completed, added Ed Gribbin, President of Alvanon and lead consultant on the C&A project.

In less than ten months, Alvanon analysts and business experts supplied C&A’s PD&D executive team with a comprehensive body shape analysis of its target European consumer demographic and established new technical fit standards across its ladies division and its new ‘The Denim Collection’. It’s men’s and kids’ divisions are scheduled to be completed within the next year. Alvanon then developed and delivered new technical tools for fit evaluation and execution, such as fit mannequins and block patterns, which were rolled out across C&A’s internal product design and development teams and across its extensive supply chain.

At the end of the ladies’ fit project, Alvanon awarded C&A with the highly respected ‘AlvaInside Certification’, the first of its kind professional accreditation dedicated to apparel fit consistency. As a result of the certification C&A now uses the AlvaInside logo and ‘consistently accurate fit certified by Alvanon’ on specified garment labels across it’s A/W 2015 ladies wear and adult denim ranges.