EUROPEAN clothing giant C&A has launched a digital design project to engage a younger audience with help from Metro, the specialist digital arm of McCann Manchester.
The socially enabled site utilises Facebook and aims to give the C&A brand a more prominent place in the social space while raising awareness of its heritage.
It’s the first project of its kind for the retailer, which was set up 170 years ago in 1841. Around two million people visit C&A stores across Europe every day, yet many of them are unaware of the company’s history.
Visitors to www.withlovesince1841.com can browse through historic zones, choosing assets to inspire them to design a garment, which other users can vote for. The designer of the best garment will win a trip to New York at the end of the summer.
The site is live now and Metro has already been commissioned to produce a further digital strategy for a new clothing range, which is due out later this summer.
A spokesman from C&A said: “Working with Metro to create and build our heritage micro-site has been a fantastic experience. They’ve worked diligently and innovatively to meet our needs and to reach a lofty goal. Their experience and expertise meant we could have full confidence in their efforts.”
Ric Hayes, Digital Development Director at Metro said: “The team at C&A is very forward thinking, so it’s been fantastic working with them. Together we’ve delivered a striking concept which is realised in a functionally creative site. We can’t wait to get started on the next project for them later this summer.”