Spanish Fast Fashion Brand Mango Will Adjust Its Chinese Strategy

According to the report of fashion business media Fashionnetwork, Spanish fast fashion brand Mango will adjust its Chinese strategy, and will invest more resources to develop online e-commerce platforms while suspending offline store opening plans.

In recent years, Mango's e-commerce business has achieved rapid growth. It is reported that 24% of the company's revenue comes from the digital channel, which has become one of the company's main growth areas, which further encourages Mango to re focus its strategy in the Chinese market on online sales. At present, the brand has its own online sales website in China and distributes on the Tmall platform.

Mango signed a cooperation agreement with Hangzhou Jingzhe Clothing Co., Ltd. in 2019, hoping to accelerate the pace of expansion through cooperation with local companies, and is expected to open about 16 new stores in the next few years. It is reported that Mango's decision to prefer digital rather than physical channels led to the resignation of David Sancho, the brand's CEO in China, who is responsible for Mango's store network in China.

Previously, the parent company of Zara and fast fashion giant Inditex Group announced that it would close all the physical stores of its brands Bershka, Pull&Bear and Stradivarius in China by the middle of 2021, making full bets on its e-commerce business. Mango can be said to reach the same goal by different routes.

Data shows that Mango, founded in 1984, is one of the world's leading fashion groups. Headquartered in Barcelona, it has more than 2000 stores in 109 countries around the world. China is not only an important market for Mango, but also a large part of its products are produced here: 242 factories in China produce 29.48% of the group's products, including accessories, shoes and ready to wear.