Young heads, young fashion, young image. This was the motto under which the fashion label C&A collaborated with students from FHWien der WKW. The aim: to create a campaign that attracts young customers to C&A stores.
From February to May this year, FHWien der WKW became the centre of a unique cooperation between fashion icons and campaign creators: The students of the FHWien der WKW’s Bachelor’s degree program “Kommunikationswirtschaft” (Corporate Communication) were to develop an appealing campaign for the fashion label C&A in six groups. The aim: to attract young customers to the stores. Briefing, coaching of the lecturers, re-briefing as well as the development of measures and strategies took place as realistically as possible.
As a practice-oriented institution, the FHWien der WKW pursues the goal of training students as realistically as possible. This was successfully achieved with a project of this size: Following briefings, re-briefings and ongoing coaching sessions with the lecturers, the six groups each developed a communication concept as “agencies”, which they presented to the company’s Management Board at a final presentation on May 14, 2019. Gustav Steininger (Head of Regional Marketing AT & CEE) and Markus Krenn (Regional Merchandise Planner) were present at the briefing, re-briefing, interim presentation and final presentation. In addition, the cohort enjoyed the presence of C&As Country Manager Austria, Boyko Tchakarov, who evaluated the final presentation of the agencies with his colleagues.
Content at agency level, according to the general feedback. “In every presentation there were inputs that made us think and ideas that could be combined with each other,” summarized a satisfied Gustav Steininger. A successful day – both for the students, who could learn a lot from the project, and for the clients, who went home with valuable Knowledge.