Move over, Zara, there’s a new Spaniard in town. Spanish retailer Mango has just opened an attractive 23,000 square foot three-story store located at 711 Fifth Avenue. If the Barcelona-based fashion empire succeeds, its brand will become as popular as fast-fashion retailer Inditex Group. Along the way, customers will improve their assortment of closets. According to CEO Toni Ruiz, the goal for the European provider of moderately priced fashionable clothing (or as he defines it, “fashion, femininity, color and happiness”) is for US operations to elevate the market to one of its main regions. .
MORE STORES IN STORE
Ruiz arrived with his management team, CFO
The plan is to open more than 30 stores in the United States over the next three years for a total of 40 stores in the US market. Although not specifically disclosed, the executive noted other key growth markets for the brand, such as India, France, UK and Germany. Both he and Lopez attributed their U.S. growth strategy plan to the large amount of data collected about their customer base in the United States. Prior to the physical imprint, Mango advanced into the US with omnichannel distribution through Mango.com, Macy’s
Lopez announced beyond the current five stores in the tri-state area; the next phase will “follow the Sun Belt in keeping with our Mediterranean DNA”, with stores across Florida, Atlanta, major Texas cities, Las Vegas and Southern California in order. Salvans pointed out that the brand had previously built outlets through franchises, but current plans are for corporate stores. The brand works with more than 1,000 suppliers globally to deliver its goods and recently shifted work from Asian suppliers to European suppliers to manage ongoing supply chain issues from China.
As strong as digital has been: 42% of global sales were online, and the figure is higher for the US; according to Ruiz—Mango is fully committed to connecting with its IRL customers. “Stores are essential in our strategy, they are a privileged place to meet the customer, especially in a flagship with an omnichannel presence”, declared the CEO. (He also shared that Mango ended 2021 with the highest results in almost a decade, and its revenue was 2.2 billion euros.
Salvans cited innovation and technology as key pillars, highlighting the Metaverse project on display in the store. Using five private Mango artworks by Spanish artists Joan Miró, Antoni Tàpies and Miquel Barceló, Mango worked with digital artists who incorporated the physical artwork and current collectibles into NFTs showcasing at both clothing and art digitally. These particular works will be on display in the Fifth Avenue store for about ten days after opening. It’s a unique way to show technology to consumers who could benefit from the collision of the digital, physical and metaverse worlds.
In addition to click-and-collect and an online ordering desk, store associates will have devices at their disposal that will help them obtain apparel information and locate the color and size of garments not found in the shop. Ruiz announced a loyalty program for the store, which will serve both customers and the brand. “This loyalty program also allows us to understand what customers are doing online and in-store. This is what we use in other countries.” Other store features include 3-way mirrors, a seating area, and a place to drop off used Mango clothes.
This last characteristic responds to the eco-position of the brand. “We define sustainability in three ways: economic, environmental and social,” Ruiz said, continuing, “We see it as a journey we must take to continue environmental and social impact on the world. Mango is committed to the planet’s value chain and the community.” While not a major focus of their messaging in terms of product (some garments were labeled 100% sustainable fabric), de Vincente pointed out that building the store involved upcycling. “We gave a second life to many elements of the building, such as the stairs, the facade and the lighting. We used seventy percent of the previous materials in the building,” de Vicente said, pointing to the floors. of salvaged wood. The Fifth Avenue store is part of an overall new design to recall a Mediterranean home with white stucco walls, terrazzo floors, large windows and woven basket details throughout, for example.
To demonstrate its commitment to the American market, Mango is also partnering with one of the most prestigious fashion schools here, the Parsons School of Design, to connect with the American fashion industry and promote a new generation of industry leaders. Mango enters into a five-year agreement to create a fund of $250,000 to finance the studies and development of students enrolled in the MPS Fashion Management Program, which focuses on technology, sourcing, marketing, merchandising, entrepreneurship and new business models tailored to industry needs. Said Ruiz of the partnership, “We think it’s time to help new design leaders.”