Being Dutch, it was only a matter of time before I stumbled across something more tangerine-tinted in China’s capital. In the old days, the tall people from the teeny tiny Kingdom of the Netherlands explored, traded and colonized – or should I say “pillaged” -- their way across the (mainly) Eastern world through the Dutch East India Company (VOC). The Dutch domination of the spice trade only lasted throughout the 17th and 18th centuries, I just threw it in for good ol’ nostalgia, and this is of course 2013.

Nonetheless, the spirit of trade and exploration has not been entirely lost on my native “froggy” country (just for those interested in a little northern European culture, it’s always rainy and wet hence “froggy.”) I dare say that fashion retail clothing chain C&A, named after its fraternal founders, Clemens and August Brenninkmeiijer, is such an example of orange entrepreneurship, with stores across the globe. Vivian Yang, C&A Junior Area Manager for Beijing, Tianjin and Shijiazhuang took the time to introduce the company’s arrival in and journey through the Middle Kingdom. From VOC to C&A, how do the Yellow Dragon and Orange Lion actually blend? (Sounds refreshingly citrusy, doesn’t it.)

Clutching China

C&A actually opened its first China store in Beijing’s central shopping district of Wangfujing back in 2008. The company started out in 1841 as a textile manufacturer and is still led by the Brenninkmeiijer family. With annual revenues currently totaling 8.1 billion USD, it is no wonder that such a giant player in the “affordable” apparel and clothing market would have been one of the first to cast its eye upon China five years ago. Others, ranging in price and style from cheap & funky to chic & fancy, rapidly followed suit: Think H&M, ZARA, Uniqlo and Massimo Dutti. Yet as Yang stated, in comparison to many chains where budget cuts have gone rife, as we can tell by the absence of employees in the stores, one of C&A’s core strengths is its good customer service and this is likely to be appreciated by the many Chinese customers who shop at this still-western (down to the actual space design) store. “Brands should see the value of their customers and then present them with their products,” Yang said.

For most Dutch people, yours truly included, C&A conjures up images of cheap Y-fronts, a shop where you pop in to buy some socks or such when you find yourself stuck in a place without a lacy La Perla number in your bag (imagine). In China, though, where Yang estimates that approximately 50% of the female population opts for the more Japanese-Korean ruchy and lacy wardrobe flow and the other 50% goes for the more basic white blouse, white buttons western style, C&A can provide an affordable alternative for both sides of the female fashion divide. Over the past five years, Yang pointed out, the Chinese retail consumers have gained greater access to American TV shows, which has sharpened their fashion instincts; as a result, street fashion is developing fast. Clothing chains such as C&A, which in China has a completely independent design team, present their Chinese clientele with tailor-made collections; everything is on the racks for 18 to 40-year-olds, from basic blouses and straight up- and down pants to more on-trend clutches. I tend to believe in my moments of Yoda-like wisdom that, deep down inside, we’re all superficial – as my earlier Y-fronts comment proves. But many of us need to remind ourselves that whether it’s YSL or C&A, it’s supposed to fit well and preferably feel good. How very PC of me.

Go to Forum >>0 Comment(s)