Mango is a fast fashion brand founded in Spain within 1984 by Isacc and Nahman Andic. Producing women’s, mens, kids and babies clothing, Mango began expanding in Europe in 1992 after reaching a wide volume of stores in Spain. Mangos store expansion is continued with recent entries into countries including Bermudas, Guadeloupe and Monaco. During this stage, they have opened bigger stores and increased the rate of store openings in other countries.Mango uses social media platforms such as Facebook, Instagram and Twitter to keep the brands awareness alive. There have been recent promotions with the new Karlie Kloss metallic ad campaign debut in 2016. MNG by Mango presented in the FMD magazine as a brand piece of the editorial. Promoting Mango outfits and accessories to customers and a wide range of consumers. ‘Violeta’ the latest plus size collection promoting plus size ranges presenting body confidence & body answered positivity. The advertising campaign presented in two languages, with promotion presented in online commercials and social media advertising.A Survey was taken and stated that 100% of the people that the survey were under the age of 25. Brands that stood out in the last year to these people included Supreme, Zara, Cos and New Look.Results showed that the most influential promotional activity to attract a customer’s attention would include Social Media. 50% of the people had shopped in Mango before and 50% had not shopped in mango before. 80% do not follow mango on social media and 20% do. Majority of the people who responded to the survey shopped at a variety of other retail stores including Zara, Cos and French Connection.
Product
Mango provides high to medium quality clothing, accessories, bags and shoes within their online and in store collections. Research shows that the womenswear for Mango caters to the young to middle aged urban woman as well as the older mature woman. This states the multiple target consumer’s mango caters for. Mango recently launched a 45 piece mango committed collection launching it online and in store. Taking a different direction towards making sustainability a particular component within the brand. Producing a collection that is manufactured in factories in Portugal, Turkey and Morocco the collection has been made with environmentally friendly organic recycled materials guaranteeing a sustainable origin. With very feminine and stylish silhouettes, the colours used by the brand are according to the season, in the summer there are bright colours and in the autumn colours are dark.
Design: The designs of Mango are designed by Spanish retailers incorporating various designs influenced different seasons and trends.
Packaging: Mangos packaging incorporate the logo of Mango and clear white packaging this is effective for the brand as it holds its specific image.
Value: The value of Mangos products is quite high in comparison to other retail brands.
Quality: Mangos product quality varies quite high using the best fabrics and materials, with the clothing and products manufactured in Spain.
Branding: Mangos branding incorporates the logo of Mango with a clear white packaging this is effective for the brand as it holds its specific image.
Price
Mango has placed themselves as a mid-range fashion brand for that casual consumer that doesn’t mind spending a reasonable amount of money for good quality clothing. The pricing strategy is for that consumer who will spend a reasonable amount for good quality clothing
Unstructured wool coat
£59.99
The prices range from £30 - £200 on coats.
Place
Their stores are based in a variety of locations all over the globe. Some including concession stores and some including main branch mango stores.
Concession stores in House of Fraser and John Lewis, main branch stores positioned away from competitor stores. The brand is placed around other stores with a similar price range. Mango has organised the layout of the stores in a reasonable way to attract customers and present the brands image. With a variety of consumers with different age ranges, the main mango stores have become a focal point for young and older age consumers due to the store location.
Mangos promotional techniques are rather different, using a wide range of promotional techniques on social media platforms to promote all the latest collections and campaigns while presenting influencers using Instagram, Twitter and Facebook. Mango also produces videos on YouTube promoting new collections. Mango is using Facebook and Twitter to promote advertising campaigns, new brand stores, new collections, while also engaging with customers. The company has recently gained over 10 million views on their mango committed collection campaign video.
Women in this day and age usually look out for the best deals that they can stock up on. The competitor brands are Whistles, Zara and Cos are not similarly priced due to mangos reasonable prices for better quality fabrics and materials.
People
Research was taken and as a conclusion of the research it was discovered that the some colleagues over the phone were Spanish with some colleagues finding it hard to communicate with customers over the phone. Could there be any British speaking colleagues communicating with customers as well as this would be the perfect opportunity for the brand.
Process
The consumer buys into the brand due to its effective advertising campaigns, the way it is being promoted on social media sites as well as the celebrity endorsement taken in the representation of the brand in advertising campaigns as well as various other marketing and pr strategies.
Promotion/Promotional Mix
While actively communicating with consumers presenting new sustainable collections. Mango have used a wide variety of promotional strategies communicating with the target consumer and customers. Using social media platforms such as facebook, twitter, Instagram as well as publishing edits in platforms such a MNG by mango in Boston magazine. The people have done this to mainly attract target consumers. Mango have also used google plus to present their mango committed playlist, targeting the younger target market to attract more sales . Mangos most recent ad campaign looks at the diverse range of consumers from the elderly consumer to the young bachelorette consumer. Looking into what makes them unique as individuals, telling the stories of what makes each individual unique. Lyn a key influencer for mango university law professor presented her motive ‘age is not a variable’ gaining attention by refusing to be shaped by the stereotype of age. This is significant for the brand as it presents all of mangos target consumers and key influencers presented in one captivating advertising campaign. Mangos most recent twitter posts incorporate the key influencers of the brands most recent advertising campaigns. The mango twitter account also incorporates posts on the mango premium limited edition collection targeted for consumers who shop instore and online. Mangos Facebook page presents images from the latest advertising campaigns as well as Spotify playlists for customers. Mangos Instagram account presents all the same content incorporated within the twitter and Facebook online accounts, but also incorporates mango inspirational quotes posts targeting to the consumers using digital media. Another promotional technique mango includes would be the fact that after a few seconds of viewing the brand website a box comes up asking if you would like to give your email address and receive updates on the new projects and products mango currently incorporate. This is a good promotional technique as it is creating customer loyalty, persuading customers who visit the site to keep up to date with any new or current collections.
• Building Façade: Mangos concession stores are based in one big building such as the bullring with a chain of other fashion brands.
• Window Display : The window displays are rather simple with
• Uniform: members of staff do not wear uniform in store, appropriate clothing is worn.
• Branding: Simple brand labels and the standard mango text is used to brand the company.