Home / Knowledge / News / Fashion / Mango unveils new business strategy
Mango unveils new business strategy
07
Dec '15
Spanish fashion label will roll out a new business strategy to reinforce its commitment to fast-fashion by introducing new product in-store every two weeks and e-commerce.

From February next year, Mango will introduce new products to its stores every two weeks in response to the changing needs of consumers. The product push is set to coincide with the arrival of its new Spring-Summer 2016 collection, which has been developed around the latest trends. Speed and immediacy will be the key factors in this new strategy, Mango said in a press release.

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 per cent of total company turnover. (SH)

Fibre2Fashion News Desk – India

Must ReadView All

Apparel/Garments | On 28th Apr 2017

Continue existing Duty Drawback, ROSL scheme post GST: TEA

Tiruppur Exporters' Association (TEA) has made requisitions to...

Apparel/Garments | On 28th Apr 2017

Deckers Brands starts review of strategic alternatives

Deckers Brands, a global leader in designing, marketing and...

Courtesy: AAFA

Fashion | On 28th Apr 2017

Andrew Rosen, Stuart Vevers among AAFA awardees

Andrew Rosen, founder and CEO of Theory, Stuart Vevers of Coach, Nick ...

Interviews View All

Pratik Bachkaniwala
Palod Himson Machines

Fabric processing machines are picking up

Nuno Venda
ROQ

‘There has been an increase in demand for water based inks, rather than...

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Rupa Sood and Sharan Apparao
Nayaab

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X