Spain’s international fashion brand Mango is undergoing a major revolution, putting its efforts into offering the very latest products in all its stores.

From February, to coincide with the arrival of the new spring-summer 2016 collection, every two weeks the brand will stock its stores with the latest trends.

Speed and immediacy will be the key factors in this new strategy, which is why all teams are focusing their efforts on getting the right product in the store at the right time.

This major change will also require a transformation in its communication strategy, in which the latest trends will play a key role. Every month, the brand will launch a different advertising campaign, featuring the latest trend and represented by the face that best defines it.

Also, every two weeks, the brand will publish new content in its digital environment to communicate, in the most immediate manner, the latest trends of the collection available in its stores.

Given the speed and immediacy of the fast fashion world, and to adapt its communication formats to the digital era, Mango will no longer print any version of its catalogue, 22 million copies of which were previously distributed each year.

Instead, it will opt for a communication strategy focusing on the online channel (webpage, RRSS and apps), with more up-to-date, dynamic and innovative content.

This will allow the brand to offer information on the latest product news more quickly, via one of the channels it knows best, given that it was a pioneer in the online sector, creating its first website in 1995 and launching its first online store five years later. Online turnover now accounts for 10 per cent of turnover.

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