- Spanish fashion label will roll out a new business strategy to reinforce its commitment to fast-fashion by introducing new product in-store every two weeks and e-commerce.
From February next year, Mango will introduce new products to its stores every two weeks in response to the changing needs of consumers. The product push is set to coincide with the arrival of its new Spring-Summer 2016 collection, which has been developed around the latest trends. Speed and immediacy will be the key factors in this new strategy, Mango said in a press release.
This major change will also require a transformation in its communication strategy, in which the latest trends will play a key role. Every month, the brand will launch a different advertising campaign, featuring the latest trend and represented by the face that best defines it. Also, every two weeks the brand will publish new content in its digital environment to communicate, in the most immediate manner possible, the latest trends of the collection available in its stores.
Given the speed and immediacy of the fast fashion world, and in order to adapt its communication formats to the digital era, Mango will no longer print any version of its catalogue, 22 million copies of which were previously distributed each year. Instead, the brand will opt for a communication strategy focusing on the online channel (webpage, RRSS and Apps), with more up-to-date, dynamic and innovative content. This will allow the brand to offer information on the latest product news more quickly, via one of the channels it knows best, given that it was a pioneer in the online sector, creating its first website in 1995 and launching its first online store 5 years later. Online turnover now accounts for 10 per cent of total company turnover. (SH)