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The success story of ‘Mango’ to reach fashion lovers and its Bangladesh involvement

Nowadays, the fashion clothing market is very competitive and thousands of brands have been grown across the world. Brands which have grabbed the top positions in this fashion war, Mango is one of them.

“To be present in all cities in the world”, with a clear mission & holding this motto flag, Mango is constantly working along with its competitors to give the best service for 36 years. The demand for the Spanish brand has been spread around the world crossing its own country after gaining the confidence of consumers. Keeping in mind the latest designs, consumer preferences, interests, seasons and upcoming trends, Mango is always bringing their catchy attires to the market.

Mango-seasonal-trends
Figure 1: The necessity of Mango attires is spreading around the world.

The glorious history of Mango

Two Turkish brothers, Isak Andic and Nahman Andic who are the founder of Mango (also known as MNG) opened its first store in Barcelona in 1984. A year later, the company had five outlets. What was initially a small team had begun to grow gradually.

By the end of 1988, the company had 13 sales outlets across Spain. Just in 4 years, in 1992, Mango took its first attempt to expand outside the domestic market with the inauguration of two stores in Portugal. Still, now the brand has over 2700 stores in 110 countries.

However presently, Mango’s 60 percent shops are franchised and 40 percent owned. At present, it has over 15,000 employees, 70% female, 1800 of whom work at the Hangar Design Centre, the biggest design center in Europe and its headquarters. Andic chose the name ‘Mango’ after tasting the fruit on a trip to the Philippines and the word is pronounced the same in every language.

Development, product varieties and its fashion scenario

Students & young professionals are the key target customers for Mango. Quality is got priority by young, enthusiastic international fashion designers to grow more. In the case of fast fashion efficiency, Mango takes 2-3 weeks to bring a new item from concept to shop floor. It has four different lines of products-women, men, kids and curve sizes.

The men line was created in 2008, kids line in 2012 and curve sizes line in 2013. Since starting Mango has given priority in women and it has a huge exceptional collection to choose. In 2015, Mango has brought a new sub-brand named ‘Violeta’ for plus size female in sizes 40 to 52.

The brand is producing jackets, coats, suits, sweaters, blouses, jeggings, shirts, trousers, denim jeans, skirts, tops, polo shirts, lingerie, bags, footwear, etc.

According to Business Insider, Toni Ruiz, CEO of Mango said, “We are focusing on our customer’s satisfaction and have reduced overlaps, both in terms of items and style.”

Under new post-lockdown campaign named “Life in Bloom” Mango launches joyful, bright colors, floral prints and 100% sustainable garments both in the men’s, women’s & kid’s collection.

Life-in-Bloom-campaign -Mango
Figure 2: “Life in Bloom” campaign by Mango after lockdown.

Figure 2: “Life in Bloom” campaign by Mango after lockdown.

Why customer choose Mango

Mango has affordable prices to purchase but not as low as Primark. Due to having season-wise update collections, Mango customers don’t fall any hesitation to prefer. International shoppers get the latest news about upcoming trends through this high street brand.

Mango has also been operating its e-commerce site for around 15 years. Anyone can buy favorite clothes, accessories from Mango’s shops, or online by saving time and money. People like this brand due to the engagement of youngest age employees and Mango’s believing in gender equality.

Isak Andic, Owner of Mango said to Forbes, “We create a fashionable product at an affordable price, in an environment that appeals to the consumer.”

teenagers-prefer-Mango
Figure 3: Young & teenagers prefer Mango’s attires mostly.

Mango spends more money on publicity. The brand is working with top models or famous Hollywood stars, Naomi Campbell, Eva Herzigova, Dakota Johnson, etc. Mango’s popularity is also seen in social media, 11.4 million followers on Instagram and 1 crore fans on Facebook.

User-friendliness online platform (mangoshop.com), particularly in its mobile version, allowing one-click shopping, redesign of the browser & simpler payment procedure help to this brand becomes to be more popular. During Covid-19 lockdown, it has attracted almost 9 lakhs, new online customers, & accelerated 50% sales between 15 March and 1 June.

Recently Mango has donated 13,000 pcs gowns & PPE and 2 million face masks in Spain’s health workers and will donate 1% of the sales revenue from physical stores to the “COVID-19 Solidarity Response Fund” of WHO as CSR activity.

Mango-models
Figure 4: Famous models are involved with this brand.

The financial health of Mango

Mango is one of Zara’s biggest competitors which is the first placed retailer in Spain. According to Forbes, the retail empire has made Mango President Isak Andic and his family the fourth richest in Spain.

Mango’s revenues were €2.37 billion in 2019, an improvement of 6.3%, whereas €2.23 billion in fiscal 2018. Store sales grew by 5.5% and online was up 26.7%, beating their expectations. Mango plans to open lots more branches and increase its revenues up to €4 billion by 2020.

Growth-Mango
Figure 5: Growth of Mango in €billion (Source: Statista)

The success behind the Mango

Mango has emerged in the list of best fashion retailers crossing 40 years long scratchy path. The key to success can be summarized in the following few points-

Concept

The Mango concept is based on an alliance between a quality product, with an original design and a compatible and unified brand image.

Team and logistics system

The secret lies in banking on a motivated and flexible work team, able to adapt and promote change with a fantastic logistics system.

Cutting costs 

Mango has made significant strides in catching up with Zara by slashing prices. This strategy seems to be working with sales increasing by 9.3%.

Speed and immediacy

It helps to catch up on the customer’s mind. The team is focusing efforts on getting the right product in the store at the right time.

Mango’s commitment to sustainable fashion

Mango aims to increase the number of garments being made from sustainable fabrics by 50% before 2022 under the “Take Action program”. Mango has joined the Better Cotton Initiative (BCI) who has more than 15 million producers across 23 countries, to reinforce its commitment to increasing the volume of more sustainable cotton.

Mango supports strongly another sustainability project named Detox Greenpeace Campaign. In this project, Mango assures to eliminate zero hazardous chemicals in water from its production houses & suppliers along with 80 brands. Since 2012, water from Bangladesh, China, India and Turkey has been analyzed where Mango are involved.

In 2015, Mango has started a pilot project called “Second Chances” aimed to recycle and reuse unwanted garments that are discarded. Mango is continuously encouraging its suppliers to reduce CO2 emissions.

Recycled-sustainable-fashion-Mango
Figure 6: Recycled & sustainable clothes are getting popularity among customers.

Scopes

Due to the Covid-19 pandemic, globally many brands have scrambled to perform business & reach their financial target. Authority hopes, as disease situation is changing gradually in western countries, customers will back in their favorite Mango stores. Own design, styling, quality, upgrading RFID (Radio Frequency Identification) system and maintaining the ethical code will keep Mango in a strong position.

Operations in Bangladesh

For more than 15 years, famous buyer Mango has been working in Bangladesh with more than 120 factories. Mango has no liaison office in Bangladesh, only 10-12 Quality Assurance Inspector & team leader are engaged for this brand. Bangladesh’s position in the direction of the Mango business is much better now than in the past.

Due to the growing sustainability culture in Bangladesh, business is developing here not only Mango buyers but also the rest of others. Mango is targeting high-quality clothing purchases at a lower price from a better factory environment. Seeing from that point of view, after the Rana Plaza collapse or Tazreen Garments fire incident, Bangladesh’s working environment is much better than ever before, as well as the production efficiency is growing day by day & labor overhead cost is much lower than other countries.

Many green companies achieved LEED, OEKO-TEX, ACCORD, etc. certificates & many are in the pipeline. So this buyer is feeling more enthusiastic to make all types of clothing from this country.

Shamrat Hossain, Assistant Manager (Marketing & Merchandising) of Windy Group told Textile Today, “It is a positive sign that Bangladeshi products is taking a vantage position in the world. In the country, about 35-40% (60-70% for women) orders are placed for the brand among other countries where Mango does business.”

“As Bangladesh understands about Mango fashion fusion & its DNA deeply so it’s easy to draw its user’s attention & demand. Now Windy is manufacturing 4 lakh pcs products of Mango valued at more than US$ 2.2 million, he added.”

Since 2016 order quantity of Mango is increasing at 8-10% years as the quality index is growing. The yearly turnover is better as expected than in other countries. Bangladesh exports approximately USD 1 billion valued products to Mango yearly.

Along with Bangladesh, Mango works with China, India, Pakistan, Sri Lanka, Morocco, Vietnam, Cambodia, Indonesia, and Turkey. Because of the COVID issue, Mango canceled 3-4 lakh pcs orders but they have committed to pay suppliers for products already shipped and for those that are still in production.

Abdullah Al Junaid, Merchandiser of Windy Group told, “Mango brings various designs every week. But our factories are not yet rich in the designing sector. Most of the time, we make products according to the buyer’s provided design. However, there are plenty of opportunities for us to do well here. To grab this opportunity, we have to emphasize on design section.”

Industry leaders say Mango is creating a new mileage day by day to fashion lovers. And surely Bangladesh keeps a big role behind the brand’s success.

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