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Posted by Jeni Evans on March 21, 2016

There aren’t many fashion stores that can compete with Primark in terms of cheap prices, in all fairness. However, that has not stopped a number of Spain’s most popular brands from having a go in what seems like the latest approach to attracting more customers, and therefore more sales.

It’s now the turn of Mango, who has just announced the launch of a fresh line of clothing under the name of #NewPrices.

The new range of clothes has been designed for young adults in mind and is more casual in style than its usual collections.

And bosses hope that this will attract a younger clientele to their stores who will buy this cheaper, yet still good quality clothing instead of shopping elsewhere.

The #NewPrices range is already available in Mango stores across the globe, as well as on their online sites.

To go with the launch of this new line of fashion, Mango has designed an online ‘lookbook’ catalogue of photos advertising the items stocked in its shops.

Much of the #NewPrices collection has been inspired by the trends worn at one of the biggest music festivals in the world – Coachella, celebrated every year in the Coachella Valley in Colorado, California – amongst others.

This announcement goes hand in hand with the company’s new business procedure whereby it will no longer print 22 million physical catalogues, instead opting to advertise digitally and online. Online sales now make up 10% of all Mango’s business, and the company hopes to expand this with the change in direction.

And, following in the footsteps of Inditex, which includes fashion stores such as Zara and Bershka, Mango has said that it will now concentrate on ‘fast fashion’, which means that new trends will be launched and brought into its stores every two weeks, coupled with an online advertising campaign each month.

Also part of the new expansion plan, Mango now operates a virtual store in many Amazon shops across the globe in order to reach a wider online audience.

It is expected that Mango generated 2.3 billion euro-worth of sales in 2015, which would be an increase of 12% from the previous year.

This has mainly been attributed to a recovery in consumption in its major markets, including Spain, France and Italy.

The first Mango store was established in 1984 on the Passeig de Gràcia in Barcelona and now there are 2,700 stores distributed between 108 countries across the globe.

To view the current online ‘lookbook’ for #NewPrices, please visit the following webpage: http://shop.mango.com/ES/mujer/newprices?prov=3

Source: www.cincodias.com, www.retailgazette.co.uk



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