Foundation, Growth Evolution of the Fast Fashion Brand, Mango

Abstract

This paper traces the foundations, growth and expansion, and future scope of the fast fashion brand, Mango. First launched in 1984, Mango today is the second-largest exporter in the Spanish textiles sector behind Inditex. With their Concept, Team and Logistics System the three pillars on which they have built this successful retail brand, their history and evolution is examined. The Mango store and the Franchise system are integral to the Barcelona based retailer, and their metamorphosis into the Megastore, with almost 50 percent own stores has been studied. Mango‟s global growth and expansion into various emerging and developed economies is examined while its entry into the US market is closely looked at. Mango‟s various lines and collections, its two new brands H.E. and Violeta, and its alliances with various international designers is also touched upon. The „What should I wear?‟ ad campaign in the UK, its first major global branded content initiative, is a novel concept to target 30 something women, promoting Mango clothing as stylish work wear. How Mango survived the 2012 recession and managed to increase its turnover is examined and the Rana Plaza tragedy, considered the industry‟s worst ever, is also discussed.