MANGO is a multinational brand focused on the design, manufacture and sale of clothing, accessories mainly targeted towards women. It's currently the second biggest export company from Spain after Zara. throughout its conception, it has grown a lot but always in the shadow of Zara. They are not afraid to dabble in new markets and experiment this is to be believed their reason for their success. The issue with that is that when you try all new things you might lose sight of what's important. they rely on celebrity ambassadors in order to drive their product to their target. In general, MANGO applies a medium-to-high price pint so it's not for everyone as it isn't the cheapest. It's higher then Zara they have a men's line but all the focus is on the women clothing. This would inform their target audience does it have to be people that have a job and has the life in order. The prices are higher than Zara which might be the reason why so is still on top as they supply cheaper fashion experiments essentially. But then again mango does a lot more for the environment they have sustainable production which Sarah doesn't ask this point. Zara's brand strategy is based around revenue through rotation rather than through margin. To a certain extent, the companies international expansion and growth have been made possible by international marketing as they have been working with the so-called globalisation conceptual framework. Think globally act locally
The issue with mango is that they are overshadowed and haven’t utilised their future position after they announced their new sustainable approach their sales increased. It has gone down since as they haven’t shown much progress
Another issue with them is that they are compared with Zara at all times even though their products are quite different they are looped together be an of their similar branding. But whereas Zara has used their logo to showcase their imitated position as a high street brand mango seems so be in the lower end of the spectrum even if their products and service is known to be of better quality, their branding is of a lesser standard and it seems like they are trying too hard with getting celebrity ambassadors.?
Mangos distribution model is based on a deposit system. did not place them orders instead mango headquarters decide which garments and accessories to supply to the given store at the beginning with each season according to certain criteria's such as store size and location, weather in the area; and Country characteristics. This way mango provided its franchisees with goods on consignment. reported sales every day and mango use these figures to automatically generate replacement orders. the shops paid the total amount for the cells through their bank every 3 days with placements were delivered by road in Europe and by air outside of Europe. unsold goods are returned to mango at the end of each season and a company that sells these garments Siri chain of discount outlets as M2. this way if they don't throw away the clothing and they have a separate store as to make the shop floor cleaner and also give the shops a higher-end feel.
In 2011 mango redesigned their logo from the previous to serif stencil type a sunset stencil type period to you trying to appeal to an older audience According to retail week. Why is she with the new mobile is that it still seems kind of childlike but not in a fashion sense. the letter seems to have been stretched horizontally and it seems too condensed to appeal to an older audience. typefaces associated with military and crates Association between that and mango as a brand is a clear and therefore they might be struggling in terms of hitting that alter target audience
Mango West Ham by Spanish Jewish immigrants Isak Ancdic and Nahman Andic in nineteen eighty-four. Mangoes first website was created in 1995 and in 2000 it open its first online store,as one of the first online retailers. over the years of use a lot of celebrity faces to call advertisement campaigns. such as Kate Moss and Amanda Kerr
in 2017 they said they what aiming to come 100% sustainable in 2025, and 50% sustainable in 2022. this leads to the sales increasing slightly from 2017 to 2018 likely the belief driving consumers thought that this brand was worth supporting. They were by no means doing badly before but this spike could make the change for them as brand are they already further sustainable with that they don't throw away the clothing and the clothing is known to be of high quality sustainable approach would be highly supported. they do have ever need every vampinos do this as it wouldn't be believable who came from them as of now as they are are still fast fashion brand.
https://www.retail-week.com/fashion/mango-changes-logo-to-appeal-to-more-mature-customer-/5025774.article?authent=1
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