Brazilian here... For now, not many people, as mobile internet doesn't have a lot of penetration here, unfortunately (about 20% last I heard) and even in areas where it does, the quality of the phones still isn't very good, with many people accessing the internet with the old feature phones instead of smartphones, and the (mostly android) smartphones are barely capable of running Angry Birds).

But it will grow a lot, with forecasts saying it will be about 60 to 70% by the end of 2014.

For now, mobile internet is somewhat restrict so showing some initiative in this area is good for the C&A brand, because it associates it with a feeling of status, which normally doesn't come when one is thinking about C&A. So good for them. I haven't seen the hangers in the stores yet but will check them out (and try to see the counter going up) soon.

I think this has quite a bit of utility for store operators as well as consumers, although I wonder how they deal with the problem of confirmation bias. Far from being gimmicky, this looks like the start of a trend to me.