September 15 entered the shelves of Spanish retailer Mango fully collection designed by Penelope and Monica Cruz. Put in command of creation – for a limited time – celebrities is one of the new strengths of Mango, who for nearly 24 years has established itself in the ready-to-wear international market.
Mango is apart of the clothing market: less trendy H & M, Zara more intimate but above the Promod, Etam-NafNaf melee, the brand has captured the attention of a fundamentally urban customers who while desiring to be hip is not “fashion victim”.
Over the years, the brand has developed and refined in order to broaden its target. So at Mango, it is not unusual to see a quartet of schoolgirls, sophisticated thirty or woman to the classic look, and all seem to navigate the various proposals of the sign.
Mango, an Iberian fairy tale? For many the genesis of Mango is worthy of a success story in the US … Isak and Nahman Andic brothers are Turkish immigrants arriving in Spain at the age of 14. At 17, Isak Asia trip and returns home with t-shirts that he wants to sell doubling their purchase price. With his brother, they settled on the flea market and start to sell the goods. The business works well, to the point that Isak manufactures some pieces to complete their offer, which leave very quickly. The idea was launched: the Andic will textiles.
In 1984 they opened their first store on one of the main boulevards of Barcelona, Passeig de Gràcia. She will be named Mango, referring to tropical fruit Isak had tasted during a trip to the Philippines and he found fresh, but mostly different from everything he knew … Today, with more than 850 points of sale in more than 80 countries, the founders of Mango are among the largest fortunes in Spain.
The Mango objective is to offer its customers clothes for every moment of the day, that’s why there are different lines in store: sport, evening, city and jeans. However there are only ready-to-wear, because unlike Zara’s big brother and rival Spanish, Mango has not developed to an offer covering all sexes and all ages. Despite this choice more or less restrictive, which makes the sign a little apart from H & M and Spanish giant, Mango managed to hound them closely.
The more Mango? Achieving offer clothes that are a balance between trend and practicality. Style teams are certainly inspired parades, but follow a rigorous specification that requires them to do more than 70% of basic 30% of so-called “fashion”. The prices try to remain affordable, but are nevertheless slightly higher than Zara.
The company’s workings
Mango nerve center is located north of Barcelona. It contains the style office, but also a large sorting facility which is able in one hour to pack more than 30,000 clothing to the dispatcher in all the shops in Europe and elsewhere. Inventories are continuously fed hive … In this work more than 1,650 employees, the stylist to designer through the designer, not to mention the little hands that package each product. Viewpoint production, Andzic decided to outsource everything. Morocco, China and India are places that are used to produce huge quantities of clothing each year than up Mango.
Unlike Zara, Mango has developed a franchise system that allowed it to grow very fast. One of the major criteria to have its Mango shop is to benefit from a very good side location in a shopping street or mall. Moreover, since 1992 Mango really put on the international and now generates over 70% of its turnover outside Spain. The two major markets of the sign? China and France.
If Mango has a more classic image than its competitors, it does not stop wanting to surf the VIP buzz. Indeed, Mango has a budget com ‘much more consistent than Zara and expects to use it. This is why recently they were able to use Milla Jovovich to design a mini collection Lou Doillon nicely worn in the brand catalogs.
Recently, these are Penelope and Monica Cruz, who rose to creation. Mango says search more than a simple media paillette. The headquarter wants the chosen personalities really feel free to bring their vision of fashion in the context of these mini collections, which include 25 different models. The Cruz sisters have decided to design parts that would wear themselves, but they have also inspired some of their favorite outfits.
Thus the words of the head of Mango France, clients can appropriate the style of two beautiful Spanish women, both elegant and modern. Mango opts for exclusivity, thus taking a number of new clients in his nets…
For those who wish to deepen their knowledge of the brand, Mango has released the 2007 “Mango Prestige Book”, which traces its history. We discover the first advertising campaigns, sketches debut, models that have at one point boosted the image of Mango…
Mango is set to become a major player in the sector of ready-to-wear (if not already), however we regret the disparity in the inspiration of the brand collections. Because you can find parts incredibly in the wind and sharp accessories that hold water, but also completely obsolete pants and cuts associations / materials of another age…
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