Success of Mango (Lucie)

In this post I would like to speak about the success of a spanish brand named

 

I chose an article to understand how Mango became so famous :

http://www.wharton.universia.net/index.cfm?fa=viewfeature&id=1532&language=english

Summary of the article :

• Presentation of the brand

Mango fashion retail chain has grown very quickly, the first Mango store was opened in Barcelona in 1984 by two brothers Isaac and Nahman Andic. Nowadays, there are 1114 Mango stores in more than 90 countries. The target of Mango is women who wanted the latest in fashion trends. Mango develops closes cheap but with something special. It’s not just ordinary clothes with a low price. The brand wants consumers to feel special and exclusive.

• Some elements of strategy  

 In general, the first things which came at the mind when we speak about Mango’s strategy are the positioning of Mango’s shops. They are in big city or commercial center. Then, it‘s coming his logistics chain.

• The logistic chain

The logistic chain is very important for Mango and it’s one of keys of his success. In fact, Mango design and distribute the garments but they don’t manufacture them. The brand has a strategy of using suppliers. Used suppliers enable Mango to minimize time and costs. Furthermore it permits increase or decrease the production according to the level of demand. The computer platform of the supply chain connects all its agents, partners and suppliers. Thanks to this platform Mango is more flexible and can adapted rapidly his collection of consumer’s needs.

My point of view

I think that the logistic of Mango take part of his success. In fact, this supply chain permits to adapt the clothes in every country and to the consumer’s demand.

But there is another thing which is important: the advertisement. Mango makes a lot of advertisement: in television, in magazines, in the street… Every year they choose a new model or actress muse very famous like Kate Moss, Penelope Cruz, Scarlett Johansson… I think it’s a part of the success of his brand too. 

    

But recently with the collapsing of Rana Plaza in April 2013 in Bangladesh we can ask questions about the work’s conditions of the suppliers. I think that Mango have to make more controls because accidents like this can chocked the customers and it gives a bad image of the brand.