Friends of the Brands organized a secret brand experience event to which 25 male well-known Dutch people, social influencers and influential journalists from the network of Friends of the Brands were invited. The event was presented in all communication as a Gentlemen’s Club event, a well-known event format from Friends of the Brands, without telling the invitees for which brand it actually would be. The evening was in fact a launch event for C&A in The Tailor Bar of NH Collection Grand Hotel Krasnapolsky. In the run-up to the event, all invitees were asked for their sizes. Upon arrival the guests received a special item from the new C&A collection. These items were not labeled, so the influencers did not know which brand they were wearing.
The fitting session was followed by a cocktail workshop by the cocktail team of the Amsterdam bar The Tailor. After a number of brand experiences from other brands, it was time for the fashion show and the new men’s collection was presented to the guests. The brand name C&A was still not mentioned anywhere at this stage. The specially flown over Head of Product Development & Design Menswear Janie Chang put an end to that mystery. First there was a drum roll, after which three models turned and the letters C&A became clearly visible. Janie Chang then told a little more about the new men’s collection and the brand itself.