Speed and offering the latest trends, key elements of the new business strategy
- The brand reinforces its commitment to its fast fashion concept, with a new product every two weeks.
- It will no longer print 22 million catalogues each year.
- The online channel, which now accounts for 10% of group total turnover, will be the company’s major commitment.
Barcelona, 2015-12-7 — /EPR Retail News/ — MANGO, Spain’s most international fashion brand, is undergoing a major revolution. The brand, whose aim has always been to dress women for every moment of the day according to the latest fashion trends while offering excellent value for money, is putting all its efforts into offering the very latest products in all its stores.
From February, to coincide with the arrival in stores of the new Spring-Summer 2016 collection, every two weeks the brand will stock its stores with the very latest trends, in order to respond to the needs of the market. Speed and immediacy will be the key factors in this new strategy, which is why all the MANGO teams are focusing their efforts on getting the right product in the store at the right time.
This major change will also require a transformation in its communication strategy, in which the latest trends will play a key role. Every month, the brand will launch a different advertising campaign, featuring the latest trend and represented by the face that best defines it. Also, every two weeks the brand will publish new content in its digital environment to communicate, in the most immediate manner possible, the latest trends of the collection available in its stores.
Given the speed and immediacy of the fast fashion world, and in order to adapt its communication formats to the digital era, MANGO will no longer print any version of its catalogue, 22 million copies of which were previously distributed each year. Instead, the brand will opt for a communication strategy focusing on the online channel (webpage, RRSS and Apps), with more up-to-date, dynamic and innovative content. This will allow the brand to offer information on the latest product news more quickly, via one of the channels it knows best, given that it was a pioneer in the online sector, creating its first website in 1995 and launching its first online store 5 years later. Online turnover now accounts for 10% of total company turnover.
Present in over 2,700 stores in 109 countries, the firm closed the 2014 financial year with a turnover for the MANGO-MNG Holding Consolidated Group of 2.017 billion euros, which represents an increase of 9.3% over 2013, generating an EBITDA of 223 million euros.
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