Fernanda Silva of Salvador, Bahia in Brazil’s northeast
C & A launches “Poderosas do Brasil”
With fashion diva Gisele Bündchen starring in its new promotion, the retail fashion brand C & A recently released its new ad campaign entitled “Poderosas do Brasil (The Powerful Ones of Brazil)”. With this campaign, the brand aims to highlight the regional peculiarities inspired from research conducted in specific Brazilian cities.
For their campaign release in Salvador, Bahia (known as “Black Rome” due its large population of African descendants and African cultural elements), C & A featured the baiana (woman from Bahia), Fernanda Silva. Isn’t she adorable? Check out some stills from the video below and the video itself at the bottom of the page.
The new products are the result of a survey conducted by the brand in four cities: Salvador, Belem, Rio de Janeiro and Porto Alegre. The goal was to understand the cultural specificities of each region and highlight these features in the new collection.
The campaign is part of a C & A strategy to get closer to local cultures and seek greater identification with Brazilian consumers. The brand has done extensive research on regional elements, information on behavior, culture, art, fashion and habits to release this collection. C & A arrived in Brazil in 1976 bringing a fashion retail model that has helped make it a world leader.