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 terms 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 terms of fluctuations in terms
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
advertisements.

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 Valentines
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 Womens
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