MANGO Wants To Become A Faster Fashion Brand. It'S Not A Simple Thing.

When ZARA founder Amancio Ortega once surpassed Bill Gate and became the richest man in the world, MANGO, his Spanish native, did not stop.

The brand's 2014 financial year performance is only 107 million euros, down 11.2% from last year.

In this fast fashion world environment, MANGO's report card is somewhat dazzling.

Nowadays, in the field of fashion, it is no good to retreat. Even luxury goods have to accelerate the pace of releasing new products (early autumn and holiday series have become the norm release of several big brands). As a fast fashion MANGO, we should really change quickly.

However, MANGO is also accelerating the pace of reform.

Starting from next spring and summer February, they will further emphasize their fast fashion positioning. Every two weeks, they will have to build new products to meet the needs of the market. At the same time, we must stop printing 22 million copies of the product catalogue every year (no one has seen it); and the online sales channel, which accounts for 10% of the total sales volume of the group, will become the next marketing main battlefield.

Now that we need to be quick and innovative like ZARA and H&M, the design, sales team and visual merchandising of products must be greatly adjusted to speed up the frequency and the popularity of clothing styles will play a decisive role.

A spokesman for MANGO said, "all the infrastructure is in place, and the rest is to integrate them."

With the acceleration of new product shelves, MANGO advertising will become more frequent.

The brand originally issued 22 million catalogues of various languages every year. However, in the era of Twitter and Instagram, the product catalog of paper has undoubtedly become a waste.

MANGO has also decided to launch different promotional videos every month. The most representative models will appear on the Internet, and every time the new products will be released online, they will be sent to consumers in the most immediate way.

Last year Zidane became the spokesman for men's wear.

I admit that Zidane is a good spokesperson, but for fast fashion brands, he is not cool

Here, we browse and compare the official networks of both MANGO and ZARA.

No matter the number of products, the variety of styles and designs, and even the way of presenting products, ZARA will win.

The MANGO style of women's clothing is more like a low-key, plain work clothes, and rarely has a bright eye.

The same phenomenon also appears in the market performance of two brands.

MANGO, who entered the Chinese market in 2002, is a competitor who came in four years later.

It took precedence, but it wasn't until 2008 that ZARA was there.

Sanlitun opened its first direct store.

Thanks to local agents, MANGO once developed rapidly. Before 2013, the brand had nearly 200 sales outlets nationwide.

Subsequently, MANGO began to take back the original agency authority, causing a large area of closing shop tide. As of the first quarter of 2015, there were only 61 brand stores in the country.

At the same time, ZARA, which has been directly selected and operated by many brands, has opened nearly 500 stores in more than 60 cities in China, and the area of stores with more than 1000 square meters has been far behind MANGO.