MANGO GARMENTS TWITTER STRATEGY

 

Mango is a  Spanish fashion retailer founded on 1984 that now has more than 2,000 stores in 103 countries ,150 of which are in the UK.Mango has also been operating its eCommerce site for around 15 years and it makes for an interesting study in highly innovative retail site design, but with areas that could definitely use an improvement.

OBJECTIVE :

The brand is hoping to bring itself to the forefront of the fast fashion scene,

STRATEGY :

Mango unveil a new micro advertising campaign every month for the spring season. A new ad will drop in the months of February, March, April and May, and each will have a different brand ambassador as the face of the campaign. As Kendall Jenner was recently named by Time Magazine as the most influential girl in the world, it’s clear to see why Mango chose her to launch the concept. Supporting this new concept, the brand will also be publishing new content online fortnightly to communicate the latest trends in the most immediate way possible. This of course, is not a new concept.

In the midst of this digital shift for the brand, Mango’s usual 22 million printed catalogues each year have now been axed, freeing up more time and energy to make online its biggest focus.

“Speed and immediacy will be the key factors in this new strategy”, the company said in a press release. “Which is why all the Mango teams are focusing their efforts on getting the right product in the store at the right time.” Although the brand are calling this shift a “major revolution”, they are actually unveiling a model that its competitors have been doing – and doing very well – for years.

RESULT :

According to (study from AdWeek revealed that 71% of consumers are more likely to make a purchase based on social media referrals), the consumer is more in control than ever and retailers are racing to keep up.While brand’s new strategy is bringing them in to digital worlds and no of consumers are increased there purchase online .