Mango
Mango is a high street female fashion brand launched in 1984 by the Andic brothers, who opened their first store on the Paseo de Gracia in Barcelona. From the first, its growth has been unstoppable. In 1985 there were just 5 retail outlets, but by 2002 the number had reached 655. The chain operates in 69 countries across the five continents.
Outside Spain, the brand functions with a franchising system and, over the last 7 years, has used specialized teams of collaborators. These teams fill a large number of requirements, from implementing image information systems to supervision and graphic design. Mango employees are, on the whole, youthful, and women make up 75% of the personnel. The infrastructure is constantly growing, overseen entirely by its headquarters in Barcelona.
Today, Mango is the second largest Spanish exporter in the textile sector after Inditex (Zara, Massimo Dutti), with an international turnover of roughly 1000 million euros. The secret of its success lies in its ability to adapt to the tastes and culture of the countries to which it exports. It also offers a traditional collection that evolves at its own pace, independent of broader fashion cycles.
The investments
The aim was to open 895 stores, 660 of which are to be located abroad, by 2005. Mango closed 2001 with a 17% increase on the previous year, registering a turnover of 841.4 million euros (over 266 made in Spain and approximately 575 abroad).
Over a brief period of time, the company planned to open stores in Russia, in Moscow, Rostov, Krasnodar, Saint Petersburg, Kaliningrad, Voronezh, Ekatrinburg, Nizhniy Novgorod, Chelyabinsk, and Volgograd. The expansion of Mango into Eastern Europe began a few years previously with its own-brand stores opening in Hungary, Latvia, the Ukraine, Slovenia, Slovakia, Lithuania, Romania, Poland, Macedonia, and the Czech Republic.
An investment plan comprising over 13 million euros to open 100 new retail outlets by the end of 2003.
New openings
The first Mango store opened in Rome, in Via Cola di Rienza.
Two new openings in Italy: in Turin and Bologna. Mango now owned 10 stores in Italy.
In 2002, store turnover had reached 950 million euros (up 13%) and the group’s consolidated turnover 745 million euros (up 11%). 72% of the total comes from abroad.
To the 4 existing stores in China, another was added in Shanghai. Seven more followed. The inauguration of the first store in Milan was announced in August, located in the former VIP cinema in Via Torino. The Mango distributing network now totaled approximately 700 own-brand stores in 70 countries.
Plans to launch in the United States in 2005, starting in New York and subsequently covering the most important American cities. The location in Manhattan was yet to be established: possibly Fifth Avenue, to be followed by a second opening in Greenwich Village.
The sustainability for Mango
Progress is being made in the company to build a solid structure and vision regarding social responsibility. This has led to a very strong commitment to sustainable development. It takes shape in a model of responsible management and in the search for the creation of shared values with the group of shareholders. The company’s most ambitious goals are to achieve the use of 100% sustainable cotton and 50% recycled polyester by 2025. In addition, they want to use 100% cellulose fibers of controlled origin by 2030.
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