In the next few months, the brand will launch its new image in flagship stores in selected major European cities
Mango launches a new store image that aims to reflect the spirit and freshness of the brand. This new concept is strongly influenced by Mediterranean culture and style, in which warm tones and neutral colour bases predominate and are combined with traditional, artisanal, sustainable and natural materials, such as ceramic, tufa , wood, marble, esparto grass and leather.
Sustainability, energy efficiency and architectural integration within the environment are key objectives for the brand. For this reason, it has designed an evolutionary concept which aims to integrate advances in these areas: the stores already have energy-efficient lighting and temperature control, as well as a design which incorporates sustainable materials such as natural paint. Furthermore, Mango continues to collaborate with Moda re-, with the project to collect used clothing and footwear for their reuse, recycling and energy assessment.
To advance further in improving the customer experience, Mango has listened to its Innovation Community, a forum in which customers of the brand can express their preferences, opinions and expectations regarding the company's products and business strategies. Bearing this in mind, Mango has created a functional, relaxed and welcoming environment in which it can promote and facilitate interaction between the customer and store staff. At the same time, it has incorporated new services and features, such as the concierge station, a point of reference where the store staff can deal with any requirement customers may have, as well as more spacious fitting rooms and cash desks on all floors.
Mango remains committed to omni-channel retailing and, in addition to a large click & collect area, new areas will display exclusive online collections, which customers can see and try on in the store. Furthermore, pioneering In Store Analytics (Deep Learning) technology, combined with RFID technology, will supply data to store staff so they can implement continuous improvement initiatives relating to garment availability, the distribution of collections and in-store browsing, among others.
César de Vicente, Mango’s Global Retail Director, says: “Our industry is undergoing a complete transformation, and Mango is too. The stores have always been a privileged meeting point between customers and our brand, which is why we want to offer customers unique and personalised experiences, supported by technology and omni-channel services in a welcoming environment.”
The first store to feature this concept will be the Düsseldorf store, which will open in March. With a selling space of 1,400 m2, it is located in the Kö-Bogen II building, also known as the “green building” for the huge mass of vegetation that covers its façade.
Jan Rivera, Creative and Image Director, says: “Through this new store concept, we aim to reflect the essence of the brand. Mediterranean culture forms part of all we do as a brand and those of us who are behind the brand, so we want to approach our customers with this philosophy.”