Mango, the fast-fashion chain from Barcelona, is forging ahead with its expansion in the U.S. despite the recession.
“In Chinese,” said Rafael Ayash, country director for the U.S., “recession means opportunity.”
On Thursday, the company hosted a launch presentation for Adam, a new capsule collection of men’s and women’s wear by designer Adam Lippes, at the Gramercy Park Hotel in New York.
The Spanish retailer entered the U.S. in 2006 and now operates 21 stores here. Around the world, there are over 1,200 Mango stores in 92 countries. So far, units are operating in Costa Mesa, Calif.; Chicago; Dallas; Los Angeles; McLean, Va.; Orlando; San Francisco, and Santa Monica. In November 2007, the company opened a flagship in SoHo at 561 Broadway. The stores are called MNG by Mango for trademark reasons in the U.S. market.
Ayash said two additional units are planned for New York City later this year. Although he would not disclose the locations, he said one is slated to open in August and the second in September.
Ayash admitted Mango hasn’t been immune to the recession in the U.S. “If I told you we didn’t go down [in sales], I’d be lying,” he said. “But we’re new here and our positioning and market share are the main things for us.”
Although women’s wear remains the company’s primary driver, men’s is also carving out a niche at the company’s stores around the world. The retailer began offering men’s wear in a small way in 2007. In Spain and Turkey, Mango operates men’s-only stores under the HE by Mango moniker (HE is an acronym for the Latin phrase Homini Emerito). “They’ve really been successful,” Ayash said, adding the company is converting some smaller stores in Spain to men’s units.
There are no plans to open men’s-only stores in the U.S., he said, but he revealed one of the New York units will be large enough to house a men’s-only concept within it. “We’re doing windows, graphics — we’re really launching it as a brand,” he said.
Another big push for the company is the Adam Lippes collection, Ayash said. Originally slated for only two seasons, Lippes said the association has been extended another year. “It’s been an incredible collaboration,” he said. “They called me and I went to see them in Barcelona and I was amazed. There’s not one derivative dress in the line — not one designer copy. They wanted a fresh take on American sportswear and they gave me free rein.”
Adam for Mango and Adam for HE, the names of the women’s and men’s lines, respectively, each boast about 20 items, and will be offered in “key stores” in the U.S. as well as 650 stores around the world beginning on Sunday, Lippes said.
Mango also has collaborations with celebrities including Milla Jovovich, Elizabeth Hurley and Penélope and Mónica Cruz.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews