Mango first TV advertising

Just for you my dear reader, the first Mango Tv advertising with the beautiful Kate Moss and the famous photographer Terry Richardson.

I hope you enjoy my little gift for you :)

I can't stay any longer... Gaspard is waiting for me (wisk me luck for our first date)

Your devoted Zoe

Mango's touch points

Good evening my dear readers,

How are you ?

Today, I‘m going to speak about the relation between my mother brand Mango and you, our lovely customers (that is to say the touch points).

Since the beginning, Mango make a point of honour to work on their brand image.

Whether it be with by poster campaign in cities, advertising in magazines or on TV (first one in september 2011), the brand renews itself continuously.

It calls on celebrities (Naomi Campbell, Sister’s Cruz Peneloppe and Monica) to present collections on advertising and collaborates with designers or celebrities (Adam Lippes or Milla Jovovitch)  to make « capsule » collections.

The choice to put prices on advertising is a strategy to be clear with the customers. In that way, they are full-informed before deciding to go to the shop.

To make the history and leave the trace, Mango published in 2007 « Mango Prestige Book » which speaks about all the brand’s history, its creative expertise about fashion and fashion image.

Mango is concerned by young designers and created in 2007 the Mango Fashion Awards in collaboration with 5 design schools : Istituto Marangoni of Milan, the Royal Academy of Fine Arts of Antwerp, Central St. Martins School of London, the French Fashion Institute of Paris and the ESDi, Escuela Superior de Diseño.

The aim was to offer a new media platform for emerging talents, to offer them the opportunity to produce and market their collections and to add value to the brand with an innovative project.

It offered the biggest prize money in its catagory : ten payments of 9,000 euros to each of the ten finalists and a first prize of 300,000 euros for the winner.

Every year, the jury was composed  by various celebrities from the fashion world like  Joana Bonet (Editor of Marie Claire Spain) in the 1st, Oscar de la Renta in the 2^nd edition and Scarlett Johansson in the 3rd.

Unfortunatly, after 4 editions, the brand stopped the awards because it didn’t complete all the standards researched but it’s still working on a new project.

In 2000, Mango is the first fashion brand of the sector to lauch its eshop.

With a refined interface, the e-shop is a good online shopping experience. Customers can find all the collection (with specific links for promotions, special prices and an « in vogue » column). A banner invites the customers to special promotion (two-days promotion for exemple).

In 2011,  Mango launched a new shop concept : Wabi based on japanese inspiration. New shops have a rustic simplicity : natural raw material like wood, rock with sober colors, In that way, clothes are highlighted

In France, Mango is the second fashion investor in advertising and it works. With the development of different collection, Mango attrach men, women, teenagers and children.

I hope this article helps you to better understand my brand mother !

Have a good eveningJ

Your devoted Zoe














Sources : 

http://www.puretrend.com/marque/mango_b4294719261

http://www.webgirl.fr/ma-marque-du-moment-mango/

http://www.luxsure.fr/2011/08/31/kate-moss-et-terry-richardson-unissent-a-nouveau-leurs-talents-pour-promouvoir-la-nouvelle-saison-de-mango/

mango website

Mango, the challenger

Hello my dear readers !

I’m introducing me : I’m Zoe, the perfect skirt that you found once in a Mango Shop.

We will spend some time together so that I tell to you information about my mother brand in France : Mango.

My brand was created in 1984 in Barcelona, Spain, the first shop was in Passeig de Gracia (luxurious avenue in the city) and it’s now the second spanish fashion clothes exporter (107 countries /2 5415 shops/11 200 employees around the world). It had developped singularity in its collection thanks to original cuts and colors used.

That’s not a chance but the result of a strategy…

… Customers make the trend and Designers follow

… Just-in-time concept : production depends on market demand to follow at best trend and customers needs

… Focus on casual garments (evening clothes = 30% against 70% before), Mango wants to dress everybody in their daily life

… Several additional collection in order to answer to all customer’s needs : underwear, sportswear, over size (Violeta), teenagers

… Fabrication is splited like following : China=40%, Vietnam= 17%, Marocco=11%, Turkey=11% and India=7%

… The company provide raw materiel to its suppliers with a view of save money

… Since March 2011, in a context of economic crisis, Mango has decided to decrease its prices è -20% one year later (2012) and to show the price on the advertising

… Modification of shop’s design in the way that cutomers find what they are looking For without asking help to employees (no more stock)

… 600 designers in 2013

… Shipping of collection from « El Hangar Design Center » everyday to Spain, every 2/3 days in Europe and weekly around the world

… « El hanger Design Center » is the place where the collection are made and it’s the biggest office of fashion creation in Europe (openned in 2007)

… The brand in partnership with famous designer or artists makes limited collections

There are 3 points which defined the success of

Mango :

·      Concept : to offer quality and design product well-adapted to daily life and to all countries where the brand is established

·       Team : the Mango’s staff is the biggest asset of the company. The team is motivated and flexible with spirit of initiative.

·      Supply chain : creation of a particular and personnal supply chain based on speed, information and technology.

In 1992, the first shop openned in France.  Now, France is the second market of the brand and represents 10,5% of global turnover in 2013 with 155 shops in the biggest french cities.

Its flagship shop in Paris is located between Le Printemps and Galerie Lafayettes.

For Mango, France was the evident way to begin its international opening because of the market proximity and now, in crisis context, French people still spends more than their spanish neighbours.

I hope all these information are interesting for you. I’m thinking about the next article… but (be quiet) it’s a surprise ;)

Have a good night

See you soon 

Zoe




Sources :

http://www.lemonde.fr/economie/article/2013/01/23/la-strategie-gagnante-de-la-marque-catalane-de-pret-a-porter-mango_1821041_3234.html

http://www.glamourparis.com/mode/tendances-mode/articles/mango-une-success-story/8452

http://www.lepoint.fr/economie/isak-andic-le-roi-mango-03-02-2011-132484_28.php

http://www.lexpress.fr/styles/diapo-photo/styles/mode/visite-guidee-chez-mango_909760.html?p=10#BmDe4SzUsYqXdieF.99

http://www.invest-in-france.org/fr/temoignages-entreprises-experts/mango-enric-casi.html

http://www.lefigaro.fr/societes/2013/04/11/20005-20130411ARTFIG00667-mango-va-offrir-un-megastore-a-paris.php

PRIMARK's touch points

My dear readers,

I am pretty sure that you enjoyed my previous article. Maybe have you been looking for a Primark shop close to you but if you live in the Southwest of the country for example, you must have no found one. Be patient, there will be one store in Toulouse by the end of the year 2014, in the meantime, I will describe you a Primark shop in France:

·      The shops have a large surface area, on average 5,000 m^2, allowing a sales density. They are located in big malls on the outskirts of cities and are designed by professional in order to well organize the store and to allow an efficient shopping.

At the entrance of each shop, there are discounted products to attract customers who walk in front of a store without having planned to go inside.

When you enter in a shop, sellers give you a shopping bag where you can put all your stuff while doing shopping.

…Maybe you have been on our French website:

·      Our French website is not an e-shop as it would cost a lot for the brand.

The website is made of 4 tabs: “Novelties”, “Primania”, “Our shops” and “ethical”.

It gives information about the prices of the products and is directly linked to the French Facebook page. A consumer can add a comment in the website that will be also add on the Facebook page of the brand.

That allows a lot of visibility as comments on Facebook can been seen by consumers ‘friends.

The “Primania” part is a funny one allowing all the consumers around the world to share their pictures with Primark products. It gives them the opportunity to be posted on the website and to show their dress style. In its side, it allows Primark to get free promotions of its products.

This is an interactive part where all the consumers can share together wherever they live.

…Or maybe you have your own blog and you are interesting in a partnership with Primark:

·      Primark maintains medias’ relationships with couponing by fashion bloggers.

…In this case, you will also be invited in the private events organized by the brand:

·      It organizes private shopping parties in the shops.

… I am sure that you have already heart a least once about Primark:

·      Importance of the word of mouth (buzz due to its shops’ opening to get notoriety) that gives the envy to visit at least once a store.

… As a lot of consumers do, would you share your experience?

·      As the target is composed of young under 35 years old, often they share their new purchase on the social network (add comments on Facebook page that will make free promotion for the brand).

I will now hand over to my friend Zoé!

 

Yours sincerely and see you soon!

Sandra





Sources:
http://www.ieseinsight.com/doc.aspx?id=1274
http://www.lejdd.fr/Economie/Primark-tisse-sa-toile-en-France-658274
https://www.primark.com/fr/nouveautes