Mango's customer insight

Hi my dear readers,

I am so excited! I have just left the shelves of the Mango shop located in a big mall in the area of Toulouse in the southwest of France to move into the wardrobe of my new owner, an urban woman of 35 years old whose name is Caroline.

Once arrived at home, I asked her to tell me about her “experience” in the shop!

Here is our discussion:

Caroline: “oooh Zoé, I can’t wait to wear you, lucky me to find you this afternoon while doing shopping with my     niece of 18 years old…

Zoé:       - … sorry to interrupt but I am surprised that you and your niece are doing shopping in the

same shop.

Caroline: - Mango suggests in fact a large variety of fashionable and basic garments covering a large target of

modern and urban woman from 18 to 40 years old. I like doing shopping in Mango’s shops because there are made of a simple and standardized design. Indeed they are composed of two colors (black    and white) with a majority of black, hence they appear dark and give, in my opinion, an impression of simplicity, quality and well  organized shop.

If you ask my niece, she would tell you that she likes Mango because she can find quality products from elegant clothes to casually ones through to eveningwear. All the more, even if it is a little more expensive than H&M and Primark, this represents for her better quality, chic and well-dressed products than them.

All the more, this afternoon, we saw in the shop window that there is a discount of 30% on a selection of products, so she asked me to go into the shop.

Zoé:        - And had you noticed me before going in the shop?

Caroline:  - Oh no, at first I hadn’t planned to buy anything but I saw a tee-shirt I bought 2 weeks ago on a dummy suggesting a dress code. I like this shop because there are ideas of how to fit clothes together(from the shoes to the accessories) and also because there are not a lot of garments on the shelves. So, it is clear and well organised. All the more, there are big stickers to indicate the prices.
I was looking at the the skirt on the dummy and a seller asked me if I wanted a size in order to try. There were 6 sellers dressed in red including one responsible of the fitting rooms and one at the cashier. They have micros and earphones to communicate with each others.
My size wasn’t displayed on shelves and the seller asked to his colleagues in his micro if the product was available in stock. It was and here we are, I met you J
Compared to H&M and Primark, we are more advised in Mango shops.

Zoé:       - Lucky you that this shop had me in stock ;)

And what did your niece buy?

Caroline: - She found in the entrance of the shop a pullover with the discount of 30% announced in the shop  window! We can’t miss this pile of clothes at a lower price as it is well indicated thanks to stickers!

Zoé:        - I am pleased to hear that you both have found your happiness!!

Caroline:  - I am pleased too but this is also a trap; I have found near the dummy I was looking for a pair of shoes which would fit perfectly with the dresscode. This is a practical turn of the Mango’s shops; each products are filed according to colors and styles, hence it gives you some inspiration.
But I will wait before buying these shoes!

I will keep it in mind thanks to the little leaflet of the new winter collection I received at the cashier.

And a last benefit of Mango is that the music in shops is relatively soft and pleasant compared to    Primark and H&M where you seem to be in a night club, at least for a 35-year old woman ;)”

Have a nice evening!

Zoé





Sources:
http://www.tendances-de-mode.com/2007/09/17/387-mango
http://shop.mango.com/FR/femme