MANGO

      INTRODUCTION

Mango is a globally distinguished clothing brand which designs, produces and retails garments and accessories for men, women and kids. According to the recent data provided by its official website, Mango has over 13,456 employees of which 1800 work at the Hangar Design Centre. This Spanish brand, founded by Isak and Nahman Andic, has a passionate and youthful team of which 86% are females (Mango, 2015)

Mango’s universal and foreign expansion is notable. It opened its 99^th store in the year 1992. In 1997, the turnover generated overseas, outpaced the domestic turnover for the first time and in a few years, it peaked up to 68% of the total revenue generated.

As per their recent data (Mango, 2015), Mango/MNG, has roughly 2700 stores, in overall 105 countries. Their aim is to mark their presence in each city of the world.

Mango aims to provide a quality product, with an original design and a coherent and unified brand image. Dressing the modern, urban women for her daily needs is the formula that has been analysed, adapted and applied in all the countries in which Mango is present. (Mango, 2015)

ONLINE SHOP

 GROWTH OF THE DENIM MARKET

The denim is one of the oldest fabrics in the world, which is both, tough and practical. (Li et al, 2003). However, with the advancement of fashion, denim has become immensely popular and is widely used in other garments too. It has grown beyond the basic blue and faded white options to a variety of colours and is used by people of all age profiles. (Charlie 2105). It is the most desired product at present and suits all seasons and occasions. (Akter, 2014). Subsequently the world’s first jeans – Levi’s jeans – were born in 1873 (Vronti, 2004)).

According to denim company LS&CO, jeans were created for the cowboy who mainly represented their products, because the cowboys were early and loyal consumers, and created the image among other workingmen. Additionally, there was the first jeans for women launched in 1934 by Levi’s.( Downey, 2007) After that, the history traced from cowboys to catwalks, this pushed denim fabric to dominate the majority of industry and announced that symbol of the counterculture had entered mainstream culture. (Marsh and Trynka, 2005)

According to the latest global data, although imports and exports of denim fell in 2014, the EU imports of denim jeans rose to a record high (Textiles Intelligence, 2015). Also, Asia specifically which will see the greatest market growth (Just-style, 2014)

Akter (2014) states, the ‘worldwide market of denim remains evergreen’. It had a restricted usage earlier but now with its versatility, the usage and demand for it is high. Despite the market conditions, denim is always easily accepted by the consumers. As per data, Akter (2014) further states that the global market for denim is estimated to reach approximately 45 billion pounds by the end of 2015.

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                                                   Statistics of the Denim Industry. Statistic Brain (2015)

CONSUMER  PROFILE

Mango targets sociable and independent female customers aged between 25 and 45. (Salerno and Zaragoza, 2011) They tend to desire for well-designed products with practicality at reasonable price range. (Salerno and Zaragoza, 2011) Due to heavy engagement in professional work, they prefer using online shopping to save time. (Pooler, 2002) Wide usage of Internet and social network also show that the target group is highly social responsive.

In addition, celebrity endorsement is frequently associated with the company's advertisement since consumers are not only attracted because of their beauty but also the reflection of sophisticated feminism that Mango presents. (Salerno and Zaragoza, 2011) The collaboration has been successful for consumers to add value and raise association when they purchase products.

MARKET POSITION

This perception map shows where Mango stands amongst the others. While it is more fashionable than GAP, it is also more expensive than Primark. However, its main competitors are Zara, Topshop and H&M.

        TARGET CONSUMER

As previously mentioned, Mango targets at female customers aged from 25 to 45. For Mango Denim, there is a shift for the target market. In order to investigate on the potential market, questionnaire and interviews are being conducted. According to the results, cognitive female who aged between 20 and 30 will be the target customer. (Figure 3 and 4) In addition, most of who possess tertiary education level with average income of £800 to £1,800. (Figure5 and 6)

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1 CONCLUSION

First, Mango already has a wide product line including plus sizes, sports wear and intimates amongst the usual. However, we detected the lack of denim range at Mango and discovered that the present high-street market also did not provide customers with sophisticated denim-wear.

Seizing our chance in this loophole, we created Mango denim which focuses on high grade day-to-night denim for ladies that is still new to the professional work life. The quality and price range of the sub-brand remain within the original Mango’s. The concept applied on the denim collection not only meets target consumers need, but also reflects the handwriting of the brand. After the comparison of the primary and the secondary research, the marketing strategies of using social media and traditional advertising have been adopted. Sponsoring fashion bloggers, holding showcases, and providing workshop for consumers can also promote the new sub-brand. By providing distribution points worldwide and pop-up sections in Mango stores, the sales and the market share of Mango can be boosted. 

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