London – Spanish fast-fashion chain Mango is set to roll out a new business strategy
which will reinforce its commitment to fast-fashion by introducing new
product in-store every two weeks and e-commerce.
As of 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.
The new shift in focus will be translated to the consumer through Mango’s
renewed communication strategy. The retailer is set to launch a different
advertising campaign each month, which will highlight the latest trends and
be presented by which every role-model best represents it.
Mango will also publish new digital content to accompany its products every
two weeks as the retailer has announced it will no longer print any version
of its catalogue, of which 22 million copies were previously distributed
annually. This shift to digital reflects Mango’s dedication to growing its
online sector, with e-commerce accounting for 10 percent of the total
company turnover.