Mango 4n3121

VISUAL MERCHANDISING ON MANGO

Presented by:- Ankur Priyadarshi Archana Shrivastwa Nitin Mishra Nupur Ojha Shreyasi Agarwal

Introduction Parent Company

Mango Inc.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Founded In 

1984

Founded By

Isaak y Natham Andic

Origin

Barcelona (Spain) What should I wear; Fashion for the young, urban

Tagline/ Slogan USP

woman Fashion from Spain

Strengths • Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores. • The online campaigns have been a highlight with the online store too being popular among buyers. • The presence of stores at prime locations has given the brand a strong footing in of the overall brand equity. • The unique product line by Mango helps it differentiate from its competitors. • Its foray into menswear too has been a success as a part of their diversification strategy. • Has approximately 9000 employees.

Weaknesses • All the apparel is designed and sourced from Spain which can cause serious concern when it comes to pricing as compared to its European counterparts. • The major revenues earned by the brand are from apparel and not from other product line. • Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry

Opportunities • Mango can emerging retail markets like India and Africa which are largely unsaturated and can instil growth and stability for the brand. • Mango could diversify further into many other product line in order to further bolster the brand as the complete lifestyle brand

Threats • Trade barriers in of fluctuations in currency denominations can be a serious threat to the overall sales revenues. • The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost. • The emergence of many new designers in this segment could pose a serious threat to the brand

STP of MANGO • Segmentation, targeting, and positioning together comprise a three stage process.  (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation

Segmentation

Segmentation  Demographic Income - High income Group, Low income group, Mid income group Age Group - (0 - 20 years), (20 - 40 years), (40 - 60 years) (60 – 80 years and above) Location - rural vs. urban, East vs. West Gender – Male, Female

 Psychographics: Personality Lifestyle

Target Target Market Market

Targeting • Urban • High-mid income group and high income group. • Price-conscious • Age group (20 - 40 years), (40 - 60 years) • women who love fashion and want the latest fashion trends.

Positioning

Positioning • Positioning involves implementing our targeting. • focusing on Image, Communication Campaign, PR, Events and Celebrities to promote its brand. • Celebrities are the core of each communication campaign. • Mango is also using events like the Mango Fashion Awards to settle its fashion sense. • Mango also uses its blog Keep the Beat to keep in touch with its customers • Mango is also known for their great ments.

Visual Merchandising Calendar for MANGO Spring Summer 2017 Months February         March       April       May     June     July    

Events Valentine's Day Love Appreciation of Life     End of fall Anticipation of Spring     Spring Signage: Earth Day     Summer     Vacations     Start of EOSS Start of Monsoon  

Ideas Red, Silver Confetti Red, maroon dresses Signage- Sale Vase, fake flowers   New collection Backdrop of MANGO Signage: March into Fashion   Accessories White vases, Greenery   Umbrella Branches   Serenity Lawn chair   Hanging Paper boats Signage: Sale  

Month

Events

February Valentine’s Day

Ideas Red, silver confetti

Love

Red, maroon dresses

Appreciation of Life

Vase and flowers Signage: Sale

Image Source : google images

Month

Events

Ideas

March

End of Fall

New Collection

Anticipation of spring

Backdrop of MANGO Signage: March Into Fashion

Image Source : google images

Month

Events

Ideas

April

Spring

Accessorie s

Earth Day

White vases Greenery

Image Source : google images

Month

Events

Ideas

May

Summer

Umbrella Branches

Image Source : google images

Month

Events

Ideas

June

Vacation

Lawn chair Serenity

Image Source : google images

Month

Events

Ideas

July

Start of end of season sale

Hanging paper boats

Start of monsoon

Signage: Sale

Image Source : google images

Window Display Of MANG

• • • • • •

Visual Merchandising of MANGO Brand - Mango Season – Summer Wear – Women’s Inspiration – Sun Mood-- Beat the heat Theme – The Slice of Summer

Inspiration

Mood board

Theme board

Props used in VM • • • • • •

Wooden branches Umbrellas Mannequins Led lights Dresses Cuboid

Window 2.5 ft.

3.5 ft.

3.5 ft.

2.5 ft.

8 ft.

3 ft. 12 ft

References • • • • •

http://www.mango.com/oi/index.html http://www.mango.com/oi/index.html http://www.wharton.universia.net/index.cfm? fa=viewfeature&id=1532&language=english http://www.mangofashionawards.com Image source: Google images