Fast Fashion Brands Compete Fiercely, Mango Says Faster

Fast fashion brand Mango says it wants to be "faster".

Mango hasn't been very good lately.

In an interview yesterday, the head of Mango said, "the brand is being reformed, and the latest products should be sent to the shelves with the fastest speed.

Fast and timely is the key to new strategy. "

Mango plans to launch the next 2 Spring Festival series next year, and the new products will be on shelves every two weeks.

According to Mango's own statement, compared with other fast fashion, its new cycle is a bit longer.

"After adjustment, every 15 days will be new. This is the question of efficiency."

The competition between fast fashion brands is becoming more and more intense.

In these fast fashion brands, which emphasize "two weeks up", Mango needs to compete with Zara and H&M.

Mango, which was founded in 1984, is not listed yet. It is now the second largest clothing company in Spain after Zara.

However, Mango is clearly not an opponent of Zara.

In 2012 alone, Zara sales amounted to 10 billion 500 million euros, while Mango was only 1 billion 700 million euros.

In April, Mango's parent company Mango MNG Holding announced its 2014 fiscal year results. After two consecutive years of growth, the company's net profit decreased by 11.2% from 2014 to 11.2% in the fiscal year, down from 107 million euros in the 2013 fiscal year to 107 million euros.

Mango currently has more than 2700 stores in 109 countries.

In 2002, Mango entered China, which is 4 years ahead of its competitor Zara.

Before 2013, Mango had nearly 200 sales outlets throughout the country, but then it closed its store.

According to data from RET, China commercial real estate research center, Mango has only 61 stores in the country in the first quarter of 2015, but there are 150 stores in Zara, two times more than Mango stores.

In the United States, Mango is also closing.

Recently, Mango also announced that it will end 450 stores in J.C. Penney store in 2016, leaving only 7 independent stores in the US.

If you have noticed Mango, you probably will find that it basically appears in the same trade circle with Zara or H&M.

But its product distinction is not big with Zara and H&M, and the price is slightly more expensive than the latter two.

In terms of quality, it can only be regarded as a fast fashion brand.

It is not fashionable enough, not tide enough, not cheap enough, and not good enough, which makes Mango positioning a bit awkward.

But it seems that producing clothes faster does not solve these embarrassments.

Prior to this year, Mango will issue 22 million volumes of products every year. The company will focus more on websites and APP, and the two channels will provide faster product information.