As the head of the lingerie design team at C&A, I spearheaded the reworking of the collections to create a more modern and appealing aesthetic, while ensuring they remained commercially viable. My focus was on balancing contemporary trends with C&A's core values of accessibility, comfort, and quality. By updating the designs and refining the product offering, we achieved top sales and strengthened the brand's market presence. Throughout this process, I also emphasized sustainability, aligning the collections with the growing demand for responsible fashion.

Before I joined C&A, the lingerie collections had gone through many changes, exploring different directions such as sexy and youthful styles. While these were interesting experiments, I realized that the true strength of the brand lay in delivering a strong core range of basics with exceptional fit and high-quality materials. By focusing on what our customers really needed and wanted, I successfully championed a shift towards simplification, creating a clear, cohesive lingerie range that was easy to understand and delivered on reliability and comfort. This approach resonated with our audience and became the foundation of our success.

 

I also focused on creating better coordination between lingerie and nightwear, ensuring the styles worked seamlessly together in terms of design, color, and overall styling. This approach allowed customers to mix and match pieces effortlessly, creating versatile looks that could be worn together. By aligning these collections, we not only improved the shopping experience but also enhanced the visual appeal of the shop floor. The coordinated ranges made merchandising easier and more impactful, offering a cohesive and inviting presentation that resonated with customers and encouraged them to explore more of the collection.