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A S H T O N
First Year Graphic Design Student
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My local store in Birmingham. A very plain looking shop front, the brand is clearly labelled but looks very dated compared with shops nearby such as COS. The window fitting is very dull looking as well. It compares almost with the likes of New Look + H&M.
The store layout is bright but there is not much excitement or levels to the clothing. The railings create this almost flat landscape where you cannot see anything. Poor use of space as it is such a large shop.
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press.mango.com
Access to mango press for stylists, designers, fans + employees. Lookbooks, campaigns + trends are available on here for all international interventions.
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Topshop Advertorials
Topshop is one of the the largest high street brands in the UK with the attention being mostly on affordability and style. I will highlight here the importance of campaigns and advertorials. The AW17 Toyshop campaign uses the ‘advertorial’ plug which is becoming one of the most successful advertising techniques for high street brands in recent years.
It incorporates the classic editorial style that you would recognise from a magazine but the focus is on advertising the clothes. The reason I believe this is so successful as it allows consumers to see themselves in the models position more effectively compared with magazine editorials which stylists using unattainable designers that a average consumer would not be able to afford.
Using word renowned photographer Giampalo Sgura, this adds quality to an exiting high street attainable product range which consumers can they buy into effectively.
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Competitor Research
Zara is the first biggest competitor to MANGO whom seem to have grasped the middle market perfectly and have become quickly one of the fastest growing high street brands worldwide. The branding for Zara is extremely intelligent, it looks high fashion and sleek rather than competitors that brand themselves in the middle, Zara aims high and surprises delightfully with Prices.
COS is probably the second biggest competitor to MANGO with similar mission statement and market penetration.
REISS being the 3rd biggest competitor, their prices are a little higher and their target market is a little more specific, targeting mostly a British consumer despite the fact they are a global brand.
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Company Overview
MANGO was founded in 1984 and is today one of the leading fashion groups in the world.Based in its city of origin, Barcelona, the company has an extensive store network of 2,200 stores (over 800,000 m2) in 109 countries.
From its “El Hangar” Design Centre in Palau-solità i Plegamans, every year it designs 18,000 garments and accessories for wearing the season’s trends. The company, which owns the MANGO Woman, Man, Kids and Violeta lines, closed 2015 with sales of 2.327 billion euros, representing a 15% increase on 2014.
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Market Research
With the rise in Pulse brands such as Topshop + Zara that bridge the gap between high end designers and high street retail to create a middle market. Mango targets the middle market to bring affordable fashion to the high street and penetrate wider consumer possibilities. With the likes of Zara being the largest competitor to MANGO, there are some fundamental keys to the success of Zara that I want to consider in my design.
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MANGO Store Research
I visited MANGO Oxford Road the 2nd Flagship Store behind Madrid. I made some observations on the layout and the overall retail experience in the store. I was underwhelmed and felt like i expected more from a flagship.
- The use of mannequins is dated and unoriginal
- The logo and tag are also illegible (perhaps due to time of day but still no excuse)
- The clothing/styling is better in this window and a little more original
- The stores fit/decor is timeless and classic and adds class and sophistication to the experience
- The layout is however dated and simple
- The white flooring also looks a little like a supermarket
- The flat lay tables with folded clothes feels too classic and compared with competitors looks very unsophisticated
- The layout doesn't make use of the wall space in the room leaving a lot of dead space in the shop
- I also feel there i a disparity between the space inside and the window displays
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