Mango wants to make fast fashion even faster.
The retailer claims it’s “undergoing a major revolution and putting all of its efforts into offering the latest products in its stores.”
Barcelona-based Mango said that beginning in February with the launch of the spring collection, new products will be delivered to stores every two weeks. Mango is stepping up the speed of its deliveries “to respond to the needs of the market,” the company said. “Speed and immediacy will be the key factors of this new strategy. Mango teams are focusing their efforts on getting the right products into the stores at the right time.”
According to a Mango spokeswoman, the retailer’s cycle is slightly longer now. “The big difference is that we will have new products in stores every 15 days during the whole season,” she said. “Basically, it is a matter of frequency.”
Competition in the fast-fashion space has heightened in recent years with both Mango’s Spanish competitor Zara and H&M expanding aggressively and churning out products in as little as two weeks.
“The logistic and delivery system we have and what we offer nowadays is fast and optimal,” the Mango spokeswoman said. “It is more a matter of [coordinating] all of the teams involved in the process, such as the design team, the stores team and the visual merchandising team. It’s also about the way we buy. We’ll be able to accomplish this by making all these teams and in general, the whole company, work together as a unit for the new purpose.”
With the change in frequency of deliveries will come a change in Mango’s marketing approach. Trends will play a key role, with a new advertising campaign launching each month and featuring the latest trend represented by the “face” that best defines it. Mango every two weeks will publish new content “in the most immediate way possible,” communicating the latest trends in the collection available in stores.
Citing the speed and immediacy of fast fashion, Mango said it will no longer publish its catalogue, which is distributed to 22 million consumers each year. Rather, the retailer will focus on its Web site and app to offer the latest product news more quickly. The company was an online pioneer when it launched its Web site in 1995, which was followed by its online store in 2000. Online sales account for 10 percent of Mango’s total volume.
Mango has been scrutinizing many aspects of its business. The Spanish company’s profits in 2014 fell 11 percent, in part due to international investments. Mango last month said it will close all 450 MNG by Mango shops-in-shop in J.C. Penney stores by February.