C&A troubleshooter issues late verdict

Why bother with branding consultants and analysts when consumers have got all the solutions? C&A’s decision to close all its UK sites certainly sparked a debate about what caused its demise. But one loyal and unhappy customer believes she has got to the crux of the Dutch company’s failure.

‘Who takes notice of a shop’s logo,’ she snarls in London’s Evening Standard last week. ‘The most important thing is the quality of what the shop sells.’

If only C&A had thought of that before losing £250m during the past five years.

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