September 12, 2017

Spanish Retailer Mango on Reinventing the Fashion System

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With the rise of various fast fashion brands and online shopping, how do mainstays like MANGO keep their brand top-of-mind? Admittedly, it’s not easy, but it’s doable. As a brand, they have recognized the changes and faster turnovers—of trends, of communications, of content…of everything. I mean, as a consumer, we already know how fast and easy it is to switch from one trend to another (off-shoulder to menswear) with just a click of a button, so what more for these clothing brands who see it happen right before their eyes?

In order to deal with faster fashion cycles, they developed what they call a turnaround strategy, because success does not just happen because of one thing, but multiple attempts. Think: Partnering speedy trend turnaround with the ease of e-commerce, peppered with painfully beautiful content on social meda—and ta-da you have a winner. MANGO’s strategy is simple and is divided into two approaches.

Visuals, visuals, visuals 

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MANGO knows how important campaign visuals are to their brand, so visuals are one major component in their strategy. They will make sure to have a close collaboration with the best creative minds in the industry like photographer Mario Sorrenti, models like Amber Valletta, Freja Beha, and Anna Ewers, and stylist Aleksandra Worroniecka.

Trends, trends, trends

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This September (and every season following that), you’ll get to see a new women’s line to highlight the brand’s dedication to design. This month in particular, the collection plays with both masculine and feminine silhouettes (a personal favorite for a moody dresser like me), plus key and basic garments such as suits, blazers, and even LBDs. Expect a color palette of green, mustard, terracotta, and even pink (may or may not be millennial). There will be more options and variety when it comes to fabric like corduroy, double-sided fleece (best for your planned European holiday), and another classic which are chunky knits. Basically, everything you’d like in your closet, they are about to release in stores.

So a fair warning, if you find yourself gravitating towards MANGO and their new collection, then you know how their two-step strategy works. I mean, c’mon.

 

Photos courtesy of MANGO

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fashion, fashion feature, Fast Fashion, mango, retail, Spanish Retailer, Sponsored Content



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