PRESENTED BY:SAMIKSHA YADAVMFM-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 BREADTHclothi

ng

•Dresses•tops•jackets•skirts•Jeans•jumpsuits

•knitwear•hosiery

accessories

•belts•Wallets•Jewelry•Sunglasses

•Umbrellas

•Hats•gloves

shoes

•Sandals•Pumps•Boots•Ballerinas•flats

bags•Totes•Hobos•Clutches•Messenger bags

•Leather bags

STORE MANAGEMENT

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.

Sales team Store manager

STORE MANAGEMENT CONT.

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.

Visual merchandiser Store supervisor

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 MANGOFranchise 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: Mango’s 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 FashionAwards to settle its fashion sense.

Mango blog:Mango also uses its blog Keep the Beat to keep intouch with its customers and grab everyopportunities to promote the brand.

RETAIL STRATEGY CONTD.Diverse collection:MANGO is characterised by offering fashion for theyoung, modern and urban woman. It has its owndesign which adopts the latest fashion tendenciesand is presented in three differentiated lines:CASUALAn informal collection to mismatch, aimed at a very wide selection of people who choose their clothes from among the Suit and Casual collections

SUIT-EVENINGA safe bet for a style that is both formal and very feminine, rising to special occasions with sophistication.

SPORT-MNG JEANSThe 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 INDIAFranchise system: To build its customer base in the country, Mango is nowstudying the Indian market seriously. “Understanding theIndian pricing, they have reduced their prices by around Rs300. A basic jean for women now starts at around Rs 1,700.

Partnerships:Mango, with over 1,700 outlets worldwide, decided to sign upDLF as partner to fast track expansion after nearly a decadeof operations in India

Mango discount seasons:In India, mango has discount seasons which vary in differentcities. For example, they may have discount season in northIndia around February/June and around April/march insouth 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