Mango adapts to "new normal" with launch of activewear capsule
Diversification is a key strategy in the context of the pandemic. And big-name fashion companies have been quick to do their homework, adapting their business models and product offerings to the conditions presented by the "new normal." Faced with a scenario defined by restrictions, lockdowns, curfews and people working and exercising from home, Mango has taken action and launched "Active", a capsule collection designed for yoga, dancing, pilates and meditation.
It has become increasingly common to see large-scale, accessible brands prioritising homely pieces that are comfortable and practical in their collections, with some companies launching lines specifically dedicated to the style. This shift has facilitated Mango's expansion into the sportswear segment, through the launch of a capsule which is integrated into its womenswear line and is already available to purchase online. The collection offers pieces conceived for sporting activities, in neutral tones ranging from white to black, via shades of powder and pastel blue.
The capsule, which intends to offer competitive prices that allow Mango to position itself in the same segment as specialised fast fashion brands such as Oysho, includes a variety of leggings and t-shirts on sale for around 30 euros, as well as shorts, sports bras, overalls, sweatshirts and accessories, such as fanny packs, socks, shoes, bags and a yoga mat cover.
The importance of community
The company led by Toni Ruiz has always put a lot of emphasis on its community – whether it be through the successful Instagram hashtag #MangoGirls, the creation of collections in collaboration with its followers, or the launch of new profiles on platforms such as TikTok in order to get closer to its fans with the aid of new channels – and the strategy is just as important when it comes to the brand's latest incursion into activewear. Mango has therefore launched "The Wellbeing Community", a campaign which aims to foster connections between the brand's fans. This "Mediterranean" conversation with the Mango's followers will include a series of live wellbeing-focused classes and talks presented through its Instagram profile.
Lessons will be offered by professionals such as Asanagroove founder and Javamukti expert Fernanda de La Puente; Chloe Keraghan, founder of New York's Sky Ting yoga studio; and Clotilde Chaument, founder of Parisian studio Tihhy, who will lead a Sound Bath session, which combines meditation and relaxation through experimentation with musical sounds. Mango will also present a series of live talks moderated by brand ambassador Yasmin Sewell, an expert in meditation and relaxation methods.
Founded in 1984, Mango currently has a brand presence in 110 countries, boasting a particularly well developed distribution network in Europe. In 2019 the Catalonian company achieved record revenues when its annual sales rose 6.3% to 2.37 billion euros. At the time, e-commerce represented 24% of Mango's total revenues and was highlighted as a major focus of the company's growth strategy for the coming years.
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