- Vivian Hendriksz |
London - Spanish fast-fashion chain Mango is set to roll out a new business strategy which will reinforce its commitment to fast-fashion by introducing new product in-store every two weeks and e-commerce.
As of February next year, Mango will introduce new products to its stores every two weeks in response to the changing needs of consumers. The product push is set to coincide with the arrival of its new Spring-Summer 2016 collection, which has been developed around the latest trends.
The new shift in focus will be translated to the consumer through Mango's renewed communication strategy. The retailer is set to launch a different advertising campaign each month, which will highlight the latest trends and be presented by which every role-model best represents it.
Mango will also publish new digital content to accompany its products every two weeks as the retailer has announced it will no longer print any version of its catalogue, of which 22 million copies were previously distributed annually. This shift to digital reflects Mango's dedication to growing its online sector, with e-commerce accounting for 10 percent of the total company turnover.