Mango launches cut-price Coachella-inspired collection to reach younger consumers

Spanish fashion retailer Mango is to cut some of its casualwear prices to make them more accessible for young consumers.

The #NewPrice collection aims to offer a “selection of quality and trend-driven products at affordable prices”, the retailer said in a statement.

The range is set for release in all Mango stores worldwide and online this month.

Additionally, the brand has released a look-book to promote the line, which is inspired by US music festival, Coachella, which rivals the retail sponsors H&M.

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This is not the first #fastfashion strategy that Mango has released recently, back in December 2015 Mango announced its plans for fortnightly fashion drops, the end of catalogues and a renewed commitment to online.

While in January 2016, Mango announced that reality TV star and model Kendall Jenner would be the face of their new fast fashion brand strategy.

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