Research shows that there are quite a wide range of marketing trends influencing the fashion industry and brands within the industry. Short-lived content is a trend that is rather influential and significant mainly a key attraction for the generation Z. The younger generation is quite well known for having an eight second attention span. This is rather significant when displaying content that will influence target consumers and customers. Live Streaming would be perfect for the future for mangos marketing moving forward as a brand. Live Streaming is a trend that gives instant access to people worldwide. It is available on most social media sites, it’s also good as it meets a range of consumer demands.
Brands such as Ralph Lauren have incorporated this by live streaming a fashion show on to Periscope and presenting this on giant billboards in London. This was effective as it gave London fashion fans a seat in on New York fashion shows.
Strengths - Mangos online campaigns are quite popular among buyers, Product line by Mango helps differentiate itself from competitors. Mango has a strong brand presence with the goal to have as many stores globally.
Weaknesses – All of mangos apparel is designed and sourced in Spain which isn’t a good factor when it comes to pricing compared to its competitors. There should be more manufacturing stores in countries such as Africa, America, India and China.
Opportunities - Mango have quite wide range of opportunities, this may include creating a new Limited Edition collection for tall women promoted and in catwalks live streamed on Facebook and social media sites.
Mango could also take the opportunity to emerge in markets like Africa and India. Girl Capsule Kids collection campaign could be launched ‘Girls just want to have fun’ Could bring the online violeta plus size collection in store instead of just online within some regions. There should be manufacturers in countries like South Africa & China. For much quicker turnaround times for products to reach the store.
A new capsule collection for kids with the theme of schools out incorporating famous faces from tv shows globally incorporated into one ad campaign. Stores should be opened in South Africa due to lack of brand awareness. Could bring the online violeta plus size collection instore instead of just online and do an ad campaign for that. Could bring the online violeta plus size collection instore instead of just online and do an ad campaign for that. Stores should be opened in South Africa due to lack of brand awareness
Threats- The upcoming new designers could become a big threat to the brand. Mainly because mango has made itself a main urban brand that captures Companies such as French Connection could become a threat to the brand due to its brands positioning and brand touch points.