35 pages, Jul 2012
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Cofra Holding AG through its C&A brand targets fashion-conscious consumers in Europe, Latin America and China. Its Latin American operations use celebrity endorsement and social media marketing to target younger, female consumers, whereas in Europe its image is more family-orientated. As a result, C&A lacks fashion credibility in its core markets. Despite opening new stores and investing in online sales, Cofra is still losing share to fast fashion rivals, but can it turn its fortunes around?
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