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Mango: the retailer’s new strategy will send fast fashion into overdrive

Big changes at Mango, the Spanish international fashion giant is undergoing what it calls “a major revolution” by upping its fashion deliveries to every two weeks “in order to respond to the needs of the market”.

That fortnightly delivery will kick in following the arrival of its Spring/Summer 2016 collection in February.

Linked to the transformation it will also see the brand launch a new advertising campaign every month, “featuring the latest trend and represented by the face that best defines it”, says the retailer.

Also, every two weeks the brand will publish new content in its digital environment to communicate the latest trends of the collection available in its stores.

But the Mango revolution doesn’t stop there. Along with the new, 26-drops-a-year model, the retailer is also to end printing its 22m catalogues each year, “given the speed and immediacy of the fast fashion world”.

Instead online, which accounts for 10% of group turnover, will become its “major commitment”.

That will see the brand move to a communication strategy focusing on the online channel (webpage, RRSS and Apps), “with more up-to-date, dynamic and innovative content”.

Mango said: “Speed and immediacy will be the key factors in this new strategy, which is why all the Mango teams are focusing their efforts on getting the right product in the store at the right time.”

Mango, meanwhile, says the move raises questions such as: How will its rivals respond; and where does it leave the traditional two-seasons-a-year trends model?

“In a world where online, social media, and peer ‘likes’ are what count, fast fashion has morphed into a scenario where the consumer is more in control and the retailers are racing to keep up.

“With this move Mango is making sure it’s ahead of the game but also saying two mega seasons a year just don’t work. Welcome to the world of the micro season…”

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