The improvement in the Mango mens’ assortment goes back to old fashioned principles.
“Sell to customers what they want, when they want it” is the premise behind the move to authority and credibility that underpins the latest SS assortment.
Whilst the store is blocked by category for ease of shop and clarity of offer, the website picks up on this approach with highlight pages focused on core essentials and seasonal classics – “giving the customer what they want”
From the “Slim-fit” chino and the “5 pocket” pant, from the “Printed” shirt to the “Everyday washed” shirt the much loved classics are at the heart of the message communicated to customers, as well as the balance sheet communicated to the board.
For seasonal relevance the website selects the “Ready to Pack” wardrobe combining outfits for holiday and the beach, with essentials & traditional summer styles with the colours and keynotes of 2014.
Mango’s man is happy & healthy as he embarks on the summer months ahead.
How’s your summer assortment looking?
Essential fayre & tasty treats, or a mixed salad lacking in flavour?
Assortment leads the way as Mango open its first kids store in Valencia.
Unremarkable in terms of store environment the space sings with the colours and craftsmanship of a well conceived and commercially developed range. The walls play home to carefully constructed coordinated stories, bringing together classic silhouettes and best seller categories for both boy and girl. Colours are clean but commercially conservative whilst unnecessary enhancement is avoided to good effect.
The delight, not the devil, is therefore in the detail of everything from denim to dresses. Frontal hanging on stepped levels coordinated into silhouettes whilst allowing the simplicity and sensibility of each line to shine through the collection.
Floor space is dedicated to authority tables of basics and best seller classic in a god combination of seasonal and core colours with summer patterns to raise and highlight the collection. Whilst the store and display leave plenty of room for further improvement in brand engagement & store experience, the evolution of the Mango kids concept is at the very least going forwards from a position of product strength.
A refreshing contrast to many new concepts and developments where the form leads the function and the creativity leads the commerciality to the ultimate detriment of all.
When you develop new initiatives are they always built on an assured assortment?
Resist the temptation to be creative without commercial acumen.
Fashion credentials do not always translate easily between genders.
Particularly when a dominant female perception has been built for many years, the move to menswear can be difficult and delicate to position. Ironically the stronger the female brand, the more successful the style, the fashion and the focus, then the more difficult for menswear to find its voice. It often becomes the “black-widow spider” groomed for success, but ultimately devoured by its stronger bride.
Mango menswear has finally found its voice, thrown off the shroud of ladieswear and found a comfortable, commercial place of its own. The new store in Valencia is standalone, and standing tall and has discovered something it has never had before – authority.
The clothes have style and sharpness but are built around solid categories, delivered with boldness as walls of shirts, tables of denim, mannequin rows of trousers where coordination is restricted to combining categories in an obvious and appealing way.
From top to bottom, short to shoes, Mango Men has come of age!
Do you have the problem of balancing the proposition of mens and womens fashion? Which came first, the chicken or the egg – and do you have the recipe for the perfect omelette or does the classic mixed salad prevail?