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