Mango Clothing

Topics: Retailing, Strategic management, Brand Pages: 12 (2469 words) Published: January 15, 2013
INTRODUCTION TO MANGO INTRODUCTION TO SPAIN
Apparel industry Population Statistics

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BRANDS BY MANGO
H.E. by MANGO TOUCH

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STATISTICS FOR MANGO COMPANY
Turnover Employees and nonfinancial company data MANGO’s existence map

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MANGO COMPETITORS
H&M Blanco Zara Big players market share in Spain

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STRUCTURE-CONDUCT, PERFORMANCE MODEL
Nature of product: Type of competition:

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Barriers to entry:

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PORTER’S ‘FIVE FORCES’
Bargaining power of suppliers: Bargaining power of buyers: Threat of new entrants: Threat of substitute products: Intensity of competitive rivalry

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RECOMMENDATION CONCLUSION BIBLIOGRAPHY

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Introduction to MANGO
1984 - First store in Barcelona’s Paseo de Gracia by Isak Andic (Co-Founder and CEO) 1985 - First store in Valencia and start of National scale expansion. 1988 - Improvement of stock management system. Production, Logistics and Distribution application of Just-In-Time system, as per market demand. The concepts of product, interior design, quality, price, and brand image are defined. 1992 - Their international expansion begins with the opening of 2 stores in Portugal. 1994 - Implantation of a business management system which still exists today, based on specialized and coordinated teams. 1995 - Their website MANGO.com is created. 1997 - For the first time, foreign turnover exceeds domestic turnover. They opened a flagship store in Paris, in the famous Boulevard des Capucines. 1998 -MANGO positions itself as Spain’s second largest textile exporter. 2000 - They opened a new flagship store in London, in the central Oxford Street and launched online shop, MANGOshop.com, being pioneers in its sector. 2005 - MANGO TOUCH is defined as a new fashion venue dedicated exclusively to accessories. 2006 - Their experience in the North American market begins, with store openings in Costa Mesa, Chicago, Dallas, Los Angeles, McLean, Orlando, San Francisco and Santa Monica. MANGO holds its first fashion show at the emblematic Palau de la Música Catalanain Barcelona. MANGO also, launched the biggest international fashion prize for up and coming designers, the El Botón-MANGO Fashion Awards. 2007 - They opened the largest design center in Europe, the ‘El Hangar Design Centre’ and opened a new flagship store in the heart of New York’s SOHO district in the Little Singer Building, one of America’s first skyscrapers. They started to collaborate with external designers and count on the collaboration of celebrities such as Milla Jovovich, Elisabeth Hurley and Penélope and Mónica Cruz.

2008 - They continued with the 2nd Edition of the El Botón-MANGO Fashion Awards. HE, Homini Emerito, is created, aimed at the young, fashion-conscious male. With this new collection, conceived as a complement to the women’s collection, they were moving towards the concept of the multi brand store, in which it is possible to encounter collections by different authors and of different styles belonging to the same company. 2009 - They continue to work with external designers like the New Yorker Adam Lippe sand the Belgian Sandrina Fasoli, winner of the 1st edition of the El Botón-MANGO Fashion Awards. (Mango)

Introduction to Spain
Apparel industry
Valued at $33.38 Billion in 2011, 1.3% growth over 2010 First time growth since the economic recession began in 2008. Forecasted growth from 2010 -2015 of 10.5% Spain is the fourth largest producer of textile Behind Italy, France, and Germany

Population Statistics
Population of 46,754,784 67.7% aged between 15-64 years old 77% live in an Urban Environment Literacy Rate 97.9% 67%of those aged 18-19 live at home Unemployment rate rose from about 8% in 2007 to 20% in 2010 and 25% in early 2012 Also, budget deficit is on rise.

Brands by MANGO
H.E. by MANGO
H.E. by MANGO was created in 2008 to offer men a contemporary and modern fashion range. The collection, aimed at the young and...


Bibliography: (n.d.). Retrieved from Mango:
www.mango.com/web/oi/servicios/company/IN/empresa/evolucion.htm (n.d.). Retrieved from UK essay2011: http://www.ukessays.com/essays/marketing/researchershave-studied-patronage-behavior-by-a-range-of-methods-marketing-essay.php Mishra, N. (2011). Mango Marketing. 6. Ogundipe, T., Zayfert, A., & Rosenberg, M. (2011, Dec 2). Retrieved 2012, from slide share: http://www.slideshare.net/azayfert/spain-fashion-industry-analysis
Rodriguez-Donaire, S., Casi, E., & Carbonell, X. (2011). Madrid. website, M. o. (n.d.). Retrieved 2012, from Mango:
www.mango.com/web/oi/servicios/company/IN/empresa/evolucion.htm
Figure 1, Annual Sales 05-09 ................................................................................................................... 7 Figure 2, Countries with MANGO store .................................................................................................. 8 Figure 3, Spain main garment competitors .......................................................................................... 10 Figure 4, Price Quality Positioning for MANGO .................................................................................... 11 Figure 5,Silvia Rodriguez-Donaire; Enric Casi, Xavier Carbonell ........................................................... 13
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