PRESENTED BY: SAMIKSHA YADAV MFM-11
HISTORY AND CURRENT SCENARIO
MANGO is the Spanish brand of women wear and accessories that are in vogue. First the brand was established in 1984 in Barcelona. At present, MANGO has over 8,600 employees. MANGO currently has a total of 2,060 stores in 104 countries worldwide
MANGO IN INDIA
The Rs 10,000cr global company entered India in 2001, with a franchisee partnership with Major Brands. MANGO now has a total of 16 stores distributed throughout India in cities such as Mumbai, New Delhi, Bangalore, Gurgaon, Hyderabad, Kolkata and Pune, among others.
MANGO PRODUCT BREADTH
clothing
Dresses tops jackets skirts Jeans jumpsuit s knitwear hosiery
belts Wallets Jewelry Sunglas ses Umbrell as Hats gloves
accessories
Sandals Pumps Boots Ballerinas flats
Totes Hobos Clutches Messeng er bags Leather bags
shoes
bags
STORE MANAGEMENT
Sales team Store manager
The sales teams in their stores are always versatile and very dynamic. They are also responsible for replacing sold items and for maintaining the image of the store. They also have personal shoppers, styling experts who offer advice to any customers who require it.
They recruit, train and develop their colleagues, distributing and organising the tasks and positions of each team member. They also transmit the company culture and motivate the team in their everyday work. They always offer customers the best possible service, and are responsible for ensuring the image of the store complies with company standards.
STORE MANAGEMENT CONT.
Visual merchandiser Store supervisor
The task of the visual merchandisers is to display the collections in the store in accordance with commercial and aesthetic criteria, adopting the standards established by MANGO. They plan, organise and implement changes to product displays with the help of the Merchandising Book, in order to offer a unified image in all our stores.
Their mission is to ensure the smooth running and correct management of MANGO stores, both company and franchise-owned, in their area of supervision. The Store Supervisors recruit and train the Store Managers, and together they transmit the culture, values and image and management standards of the company to their teams.
STORE LOCATION
All their stores are in prime locations, either in shopping centres or in city centres. In order to display their collections, stores have dimensions which make it possible to maintain the interior design, image and product display criteria they have designed in order to create a pleasant environment in which customers can enjoy the shopping experience. Their large team of window dressers, merchandisers, coordinators and supervisors guarantees that all of their stores enjoy the same atmosphere offer a high level of customer service and are managed in the same way.
RETAIL STRATEGY OF MANGO
Franchise system: The MANGO fashion chain offers its franchise system throughout the European Union and in the major world capitals and cities. They offer you a "ready-to-go" business so that the customers can focus their efforts exclusively on maximising their sales. Zero manufacturing:
Unlike Zara, Mango does not manufacture any of its pieces of clothes. The company relies on more than 140 suppliers around the world and each region specialize in one type of clothing that it can manufacture at a competitive price
RETAIL STRATEGY CONTD.
Communication focus: Mangos target segment is precisely defined and composed of women who love fashion and want the latest fashion trends. Unlike Zara, Mango is actively focusing on Image, Communication, Campaign, PR, Events and Celebrities to support its fashion positioning and promote its brand Mango fashion awards: Mango is also using events like the Mango Fashion Awards to settle its fashion sense. Mango blog: Mango also uses its blog Keep the Beat to keep in touch with its customers and grab every opportunities to promote the brand.
RETAIL STRATEGY CONTD.
Diverse collection: MANGO is characterised by offering fashion for the young, modern and urban woman. It has its own design which adopts the latest fashion tendencies and is presented in three differentiated lines: SPORT-MNG
CASUAL An informal collection to mismatch, aimed at a very wide selection of people who choose their clothes from among the Suit and Casual collections SUITEVENING A safe bet for a style that is both formal and very feminine, rising to special occasions with sophistication. JEANS The sport collection marks the season's trends, with unmissable fashion items. The jeans are at their best alongside any of the trendiest tops.
RETAIL STRATEGY EXCLUSIVE TO INDIA
Franchise system: To build its customer base in the country, Mango is now studying the Indian market seriously. Understanding the Indian pricing, they have reduced their prices by around Rs 300. A basic jean for women now starts at around Rs 1,700. Partnerships: Mango, with over 1,700 outlets worldwide, decided to sign up DLF as partner to fast track expansion after nearly a decade of operations in India Mango discount seasons: In India, mango has discount seasons which vary in different cities. For example, they may have discount season in north India around February/June and around April/march in south India.
KEY TO ITS SUCCESS
The secret of the company's success lies solely in backing a professional team that works day to day to achieve a common goal: TO BE PRESENT IN EVERY CITY IN THE WORLD.
As a conclusion, we can say that Mango has a distinctive positioning and strategy that is supported by a supply chain that needs to be as lean and fast as possible.
THANK YOU
