Mango Case

Mango is a brand that follows a different idea of fashion. Mango differentiates from its competitors in various aspects. 

1) First of all, it very important the level of technology they use. Indeed, it has been essential in the rapid growth they have reached. They have developed software that allows Mango to manage the entire process. They receive information instantaneously from the different stores they have, so they can operate its activities from the head office, and take decisions that affect their stores in the different countries they operate. This logistic system permits Mango to continuous monitor the demand, and leads Mango to react fast to different changes in the marketplace. Actually, the time to market an item for Mango goes from 3 to 4 months, being the second fastest in the industry (after Zara).This system allows Mango to reduce delivery time, infrastructure and transport costs, reach a more efficient distribution of products.

Another differentiating aspect of Mango is its culture based on human relationships. The company is highly concerned in team building attitude, trying to retain professional and motivated employees. Members from each department elect a representative who collects ideas from people in the department, and passes them to management. 95% of proposals lead to several changes.  With this policy, employees feel they are really important within the organization, and their attitude towards work becomes positive, leading to a higher productivity.

2) Can an exclusive collection by Mango be successful

To be an everyday brand does not mean that clothes are not fashionable. So, the software used allows Mango to detect tastes of customers. 

Mango has launched Mango VIP, a collection of high quality limited editions. It tries to reach the idea of exclusivity by labelling specially the clothes, setting limited editions, and using special materials such as silk or cashmere.

Points of sale are also limited, only selling this brand...