We aim to be the preferred retail fashion brand in Europe because we have:
- A wide range of exclusive and appealing functional and fashion collections offering the best value available.
- Atractive, easy to reach, easy to shop stores with customers served by highly professional and motivated C&A teams.
-Innovation and dynamic management based on our customers' ever-changing requirements.
-High standards of ethics and social responsibility.
This mission statement comprehensively sets out a mission for C&A that provides a reference point for all company activities and establishes the kind of company C&A wishes to be.
The mission statement covers all factors through succint references to the different aspects that make up the total company.
From the mission statement, it is possible to directly establish the basic mission for any part of the Company.
Everybody knows what C&A stands for
OUR MISSION, ON BEHALF OF OUR CUSTOMERS, IS TO ENSURE A LIFETIME OF QUALITY FASHIONS AT GREATEST VALUE...
This first paragraph is the summary which sums up everything that is vital. Everything in the mission statement that follows amplifies the first paragraph.
The summary of the mission statement starts by establishing a total customer focus, communicating that the customer is the reason the company operates and exists.
Everything done by C&A should be 'on behalf of the customer'.
'Lifetime' establishes the relationship that C&A aims to have with their customers. This is a long term commitment and implicit is the expectation that C&A will always be able to provide what the customer wants - at different life stages and for different wearing occasions.
A lifetime relationship requires improvement, innovation and evolution to ensure that the offering is always interesting and competitive moves are encountered effectively.
Long term relationships continue to be the aim of C&A but they can no longer be taken for granted. Success will be necessary for long term relationships to be developed and continued.
'Quality fashions at greatest value' is the basis of the C&A offering to the market place. It defines the business but does not dictate whether there be just C&A private brands or some third party brand fashions. Neither does it dictate fashionability which will need to be adjusted according to consumer demand or the mix of price levels which can be adjusted according to economic conditions.
...SOLD THROUGH ATTRACTIVE, EASY TO SHOP STORES*."
The second half of the mission statement summary establishes that , above all, C&A is a retailer and the focus always needs to be on the stores where the customer and company interact.
Customers must enjoy their shopping experience in C&A stores which must appeal to our target customers by offering a modern environment, visually and functionally establishing the C&A positioning.
With a basically self serve format, customers will be provided with displays that make selection by garment, style, size colour or any other criteria easy to find.
Our aim is that the C&A stores will be recognized as the best and leaders in their category, through ongoing dialogue with customers, monitoring of developments world wide and active consideration of new ideas. (*written in 1997 before widespread e-commerce).
While C&A will be first and foremost a fashion store, we may provide our customers with more value through new articles and services.
This part of the mission statement does not specifically address corporate citizenship and social responsibility. This is implicit in the lifetime relationship which requires C&A to conduct business with responsibility.
This summary of the mission statement is meaningful and easy to remember. The expansion of the mission statement which follows, builds on the summary to broaden appreciation of detailed meaning and actions that will be required.
With a good nose for trends and fashions
...We aim to be the preferred ...
C&A retails to a wide range of middle market fashion shoppers, who are made up of defined customer target groups. Our aim is to be the preferred choice of each identified group.
Our presence in the repertoire of all these customer groups is to cumulatively result in C&A being, overall, the fashion choice of more people than any other single retailer.
... retail fashion brand ...
This defines the core business in which C&A operates. Above all, retail fashion will form the basis of the C&A reputation.
The definition does not exclude activity in business other than fashion, but calls for compatibility with the basic brand reputation. We may provide our customers with more value through new articles and services.
Measurement criteria
-Awareness (C&A name and logo)
-% of target customers that include C&A in their shopping repertoire when shopping for clothing
-Understanding of C&A brand positioning:
-internal (co-workers)
-external (actual customers and potential customers)
Performance on 'understanding' will follow from all measurements of further elements of the full mission statement.
... in Europe ...
C&A is a European company.
Fashion is an international business and a positive association will be developed carefully, from C&A's European scale and presence, acknowledging requirements of national and local markets.
... because we have ...
This phrase introduces the required objectives for C&A in the mission statement. However, this statement is not to be considered a restriction and C&A can be further enhanced through new and appropriate business developments.
... a wide range of exclusive and appealing functional and fashion collections ...
A wide range is absolutely fundamental to C&A. The breadth of selection provides a competitive advantage over any other fashion retailer. The range carried by C&A must not only provide for all groups of clothes buying shoppers who make up the C&A customer base, but also offer a range of fashions for each ones of those groups with the depth to serve those customers.
Fashion levels will range from contemporary to classic to ensure breadth of appeal. Fashion preferences of local markets will be taken into account.
C&A is based on exclusive fashion collections in that they are produced and bought specially for C&A and given private brand names. The exclusivity should not be confused with high fashion where exclusivity is based on extremes of style and high cost.
Our fashion collections must appeal to customers in terms of fashionability that appeals to them - styles, colours, materials, etc. that suit their personal wants. Fashions that appeal will sell and keep customers coming back. It is implicit that we must know what appeals to our customers.
A distinction is made between functional and fashion collections in order to emphasise the spread of customer requirements that must be satisfied by C&A. 'Functional' meanings clothing for specific purposes and specific wearing occasions such as office, factory, school, etc.
Because the reputation of C&A is 'built on' exclusive fashion collections, it follows that the greater part of the range should be exclusive. However, it does not restrict C&A to private brands and third party brands can be added when appropriate to maintenance of a credible fashion offering in all sectors.
Measurement criteria
-Tracking/monitoring etc. of performance with regard to key brand performance criteria
-Measurement of width relative to competition
-Measurement of depth relative to competition
-Measurement of conversion rate in order to assess the competence
-Customer feedback on merchandise experience - look, quality, fit wearing, etc.
And dare to change
... offering the best value available ...
Best value is the foundation of C&A's business. Best value built C&A and must be the area where C&A is not beaten or undersold by any competitor.
Value does not mean low price but it is the result of the relationship between quality and price. Therefore we must ensure that at all levels of quality sold by C&A, the price is better than that being charged by any competitor for a similar quality.
We will set and rigorously maintain quality standards and the quality specifications of our brands. C&A will demonstrate confidence and concern for the customer through a guarantee of quality.
Measurement criteria
-Image for customer perceptions re value
-Customer quality perception measurement (image for quality, product and service)
-Monitoring on the realisation of the underselling objective
-Monitoring on the realisation of the value equation per brand
Internal auditing against minimum quality standards and brand specifications
-Image for ease of money back
... attractive easy to reach, easy to shop stores ...
C&A stores will be located in main shopping areas close to the main stores of the area. Access to primary local transport or from parking should be close by.
The stores will appeal to our target customers by offering a modern environment, visually and functionally consistent with C&A positioning. The collections need to be attractively presented to the appropriate group of customers while maintaining the overall appeal of the store.
With a basically self serve format, it is essential that customers can easily find the relevant departments and that displays make easy selection by, for example, brand, quality, color, size, style, co-ordination, price or other customer criteria. Customer facilities to help selection - fitting rooms, measurement guides, mirrors, etc., will be provided to high standards. The fitting rooms philosophy of "Fashion Service Centers" will be developed to the benefit of customers.
Where possible, facilities to help customers enjoy the C&A shopping experience will be provided. Examples are seats, refreshment facilities, television monitors, etc.
Within the overall store design approaches, presentation standards for individual brands will be set and managed to define merchandising standards.
The aim will be to ensure that C&A stores are recognized as the best and leading in their category, through ongoing dialogue with customers, monitoring of developments world wide and active consideration of new ideas.
Measurement criteria
-Development of a procedure to agree the European store concept and the necessary adaptions
-Development of a procedure for constantly improving the store concept
-Development of overall presentation and packaging standards
-Monitoring/auditing the implementation of the above
-Monitoring/auditing the implementation of the presentation/packaging of the brand definitions
-Measurement of the customer perceptions store image measures (presentation, easy to find, clean and tidy, rails, etc.)
-Customer feedback on store experience - service, facilities, etc.
... served by highly professional and motivated C&A teams ...
The aim of C&A will be to provide an quality of product and level of service that can only be realized through highly motivated C&A teams who have the skills, and the professionalism to use them to the highest standards consistently. Professionalism is the standard of the best in their field.
The expression 'C&A teams' in the mission statement includes everybody who works in the company. Achievement of the mission must be a complete team effort where every member demonstrates total commitment to working successfully with each other. Teams are made up of individuals, all of whomhave their personal part to play.
Each single member of C&A must feel personally responsible for the total satisfaction of customers. Store and non store C&A people are all included in this definition.
We value long term relationships on the basis that that commitment and loyalty will work both ways. C&A people will be treated responsibly, with respect, and with application of the best personnel management practices. Our aim is that the knowledge and experience that our staff develop shall be enthusiastically applied by them, to our customers. We seek the very best from our people.
While we recognize the benefits from long relationships with C&A people, these must be dependant on their ability to maintain performance to the high standards expected by the Company and develop their skills over the years to meet the changing needs of fashion retailing.
C&A people must feel personally responsible for increasing sales and be aware of the importance of service in increasing customers propensity to buy. They need to be constantly aware of their role in providing an enjoyable fashion shopping experience for customers.
We must be fast to correct reasons for dissatisfaction and quick to apologize and put the problem right. We will work to provide ongoing reasons for the customer to keep coming back to shopping at C&A.
Members of C&A must be made to feel part of the team through sharing of the vision of C&A and dissemination of the knowledge how the vision is to be achieved. They need to feel that their contribution to Company development is welcomed and valued.
C&A people must have a clear understanding of the Company's goals and their individual goals. Their training must be considered fundamental to ensure that they reach their maximum potential and have the knowledge and skills to carry out their work flawlessly.
Store staffing levels will need to ensure customers can easily obtain help in selection, fitting, and solving other questions. Where possible, customer help is to be proactively offered, encouraging a 'one to one' customer relationship.
Feedback and evaluation needs to be provided regularly, honestly and performance compared to the highest standards.
Measurement criteria
-Perceptions on customer service attributes will be measured
-no queing
-enough friendly and helpful staff
-staff give good advice
-Specific performance criteria will be set and audited:
-secret shopper assessments
-visitor/buyer performance
-recognisability of sales associates
-service upgrades
Develop, execute and monitor the effectiveness of the training/retraining programme
-Personnel evaluations
-Develop policy frameworks and communication approaches, including frequency and content
-Develop monitoring tools
-Monitor performance against agreed objectives:
-understanding/communication/retention
-motivation and performance
.. innovation and dynamic management ...
The C&A culture aims to be that of an innovative and dynamic company.
Dynamism calls for energetic proactivity, not delayed reaction.
'Management' includes not just those in management positions in the company, but all staff, each of whom manage their own performance.
It is essential to the future success of C&A that improvement is regarded as a continuing process that is the responsibility of all members to the staff.
Every aspect of the C&A operation will be regularly and critically examined to ensure that the company behaves, and is seen by others to behave, in an innovative manner in order to stay ahead of competitors. A culture of improvement needs to be embraced by staff and they should be motivated to continually put forward ideas for improvement, knowing that good ideas will help careers and confident that poor ideas will not harm careers. Input will also be sought from external sources.
The aim will be to be seen as the company to introduce good ideas before competitors so the benefits accrue to C&A only.
Development of a system of internal and external communications will be required. Active PR on customer benefits and customer directed activities will be very important.
Fashion retailing is a dynamic category and C&A must behave dynamically to build on our long heritage and move ahead in the market.
Measurement criteria
-General customer satisfaction
-Attitudes of prospective customers
-Analysis of loyalty/repeat business
-Images on full range of customer benefit measurement from mission statement
-Ongoing customer dialogue through research and store level dialogues with representation from all customer target groups
-Third party performance evaluations
... high standards or ethics and social responsibility ...
We will act as a responsible corporate citizen in every country in which we operate and will respect the requirements of that society in terms of legal, social economic and cultural requirements.
We seek to develop relationships with third party organisations who share C&A's ethical outlook and are able to provide us with continuing high standards of service and supply. We particularly will insist on observations of the principles of fair and honest dealing and respect for human rights.
We will actively demonstrate our involvement and our commitment to improving the well being of local communities through our corporate giving programmes and participation in, or development of, our own local initiatives.
We recognize and fully accept our responsibilities for safeguarding the environment in which we, our families and our customers live and work.
Our goal is to become recognized by our customers, and by the wider community as one of the top five European retailers for environmental standards in fashion retailing.
Measurement criteria
-Assessment of own performance against codes of conduct
-Evaluation of planned activities
-Specific image aspects - environmental involvement/etc.
-Third party evaluations
Okay ... cut .... perfect .....that's it ....Thank you everybody!
"Now once again with conviction! "
"OUR MISSION, ON BEHALF OF OUR CUSTOMERS, IS TO ENSURE A LIFETIME OF QUALITY FASHIONS AT GREATEST VALUE SOLD THROUGH ATTRACTIVE, EASY TO SHOP STORES."
We aim to be the preferred retail fashion brand in Europe because we have:
- A wide range of exclusive and appealing functional and fashion collections offering the best value available.
- Atractive, easy to reach, easy to shop stores with customers served by highly professional and motivated C&A teams.
-Innovation and dynamic management based on our customers' ever-changing requirements.
-High standards of ethics and social responsibility.
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Typos are the fault of Ansgar John Brenninkmeijer call me +31629547689 or e-mail ajb@ValueMachinesFund.nl
