The Spanish retailer harnesses the power of social media and two top models in New York to reveal its latest, innovative 4-part global campaign. WGSN Global News Editor Nigel Taylor reports
Mango has released details of its latest monthly trend campaign that will see the Spanish fashion giant also upping its social media commitments.
The retailer, which in the spring moved to a monthly trends model and away from a two-seasons format, has given details of the first of four AW16 trend stories that will launch globally at the end of August.
It features Roos Abels and Lexi Boling on the streets of New York.
Part of the campaign has been revealed on the brand’s Snapchat (mango) and Instagram (@mango) platforms. The brand’s social channels reveal previously unseen footage from the shoot and key garments featured during the first month of the upcoming season.
In addition, the brand will launch its official Spotify channel in late August. The channel will be updated each season with the songs featured in the Mango campaigns and stores, in order to create its own playlists.
The brand currently claims close to 16.5m followers across all of its social network platforms, a figure which the retailer said is rising season by season.
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