C&A Company - Research on Target Consumer Outreach for Children's Apparel
Company overview
C&A is an international fashion retail brand with a long-standing heritage, originating in the Netherlands during the 19th century and currently headquartered in Brussels, Belgium, and Düsseldorf, Germany. The company specializes in delivering fashionable, practical, and value-for-money apparel products, covering categories such as adult wear, children's clothing, and accessories. As of the end of 2007, C&A operated over 1,400 stores across 20 countries worldwide, employing nearly 30,000 people, with market presence spanning Europe, Latin America, and China, continuously expanding its global retail footprint
Research background
With the rapid growth of China's middle-class population and the upgrading of consumer structures, the children's apparel market has experienced rapid development. Consumers, beyond prioritizing safety and comfort, are increasingly emphasizing fashion appeal and individual expression in children's clothing. At the same time, young parents are adopting more rational consumption attitudes, placing greater demands on brand values, product design, and cost-effectiveness. As an international fashion brand, C&A aims to deepen its presence in the children's apparel segment and enhance its brand recognition and preference among Chinese consumers. Therefore, the company urgently needs to understand the genuine needs of its target consumers to refine its product development strategies.
Research scope
In May 2019, CEIDEA Research was commissioned by the parent company of C&A, Siasia Apparel Group, to conduct a specialized market research project targeting Chinese consumers of children's apparel. This study focused on middle- and high-income families in first-tier and new-first-tier cities, employing a mixed-method approach combining in-depth qualitative focus groups and quantitative surveys to thoroughly understand the core needs of target consumers regarding children's apparel in key dimensions such as style design, fabric quality, functional practicality, price sensitivity, brand awareness, and brand loyalty. Additionally, the research explored consumer purchasing behaviors, information sources, and comparative experiences with competing brands, providing systematic insights for product design, marketing strategies, and channel development.
Expected outcomes
This research provided C&A with a comprehensive user profile of the Chinese children's apparel market, accurately capturing the motivations and preferences of young families in children's apparel consumption, and identifying key optimization opportunities in product design and functionality. Furthermore, the findings offer critical data support for C&A's strategic positioning in the children's apparel category, product line expansion, visual design adjustments, and user engagement strategies, helping the brand establish a clear competitive advantage in a rapidly evolving market and accelerate the commercialization and growth of its children's apparel business in China.
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