Mango Case Study

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MANGO was established in 1984 with the opening of their first store in Barcelona, Spain. H. E. by Mango is a men's line created in 2008. MANGO primary target market is mainly women aged 20-35 years old. Young, urban women, career driven, love fashion and want to wear the latest fashion trends. Ethnicity doesn’t make a big difference since company now has its stores in over 100 countries and it is still growing. The company believes that 30% of the passersby are actually within their target market. MANGO’s secondary target market for sub-brand H.E. is young men who care about fashion trends. MANGO proposes clothes that are at the same time trendy and practical. Of course the stylists are inspired by fashion shows but they have to design more than 70% of basic clothes and around 30% of "fashion" products. Prices remain affordable even though they are higher than Zara. MANGO's goal consists in proposing clothes for everything. That is the reason why the brand opened different lines: casual sport, suit and jeans. Mango is an excellent example of a smart marketing mix tools usage. Place

All their stores are in prime locations (if we take NYC, for example, MANGO is located in Soho and on 5th Avenue). MANGO stores create a pleasant environment in which customers can enjoy the shopping experience. They are comfortable, spacious and luminous, with a spirit of boutique rather than that of a chain. Promotion

MANGO constantly works on its image via communications, campaigns, PR events and celebrities to support its fashion presence and promote the brand. Unlike Zara (main competitor) which has policy of zero advertising and prefers to invest a percentage of revenues in opening new stores instead. Thus, Zara has 8 stores in NYC versus Mango with its 3 stores. Product

MANGO is characterized by offering fashion for the young, modern and urban woman. It has its own design which adopts the latest fashion tendencies. All the lines in MANGO collection can be combined with...
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