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/

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