"Close Shop To Open A Large Store", Mango Follow Suit Fast Fashion?

According to the world clothing shoes and hats net, it has become a big shop.

Brand new trend.

To control costs, boost sales and innovate

Image considerations, Zara, H&M,

And so on from this fiscal year began to practice such a store strategy.

The latest addition to this camp is Spain's other fast fashion brand, Mango.

In order to celebrate the brand entering Portuguese market 25th anniversary, Mango recently opened a new flagship store in the Portuguese capital of Lisbon.

This new store is located in the most popular core area of Rees herself, Pra a Restauradores, which covers an area of 14000 square feet (1300 square meters) and adopts the latest brand design mode Line.

This is the first time that Mango has opened similar new stores to the Spanish market.

Mango Lisbon store

Mango Lisbon store

Mango Lisbon store

The new Line can be seen from the diversity of products sold in shops.

This store has put in more special stores that are rarely displayed in regular stores, and the products are more fashionable.

And this is the first time Mango has put women's wear, men's wear, children's wear and other products in a shop.

All inventories are managed by means of technology.

Store display is also different from regular stores.

Technology has also been applied to the practice of full channel strategy.

The Lisbon store has a free Wifi to customers, which encourages customers to experience digital and offline shopping through the use of mobile terminal APP.

For example, the digital locker room of this store allows customers to call the shop assistant through the mobile terminal device to change service immediately.

"This store is not only for selling clothes, but also for brand promotion."

"This kind of store not only gives consumers the opportunity to experience products, but also allows brands to boost their reputation in places that are already low in popularity," said Daniel L PEZ, vice president of Mango, in an interview with women's wear daily.

At present, the sales revenue of Mango 80% comes from the European market.

The Middle East and Asian markets are still developing.

But its performance in the North American market is particularly weak.

The brand's Line store in Portugal has the intention to test the water for the subsequent expansion of the North American market.

"Now we are adopting the strategy of specializing in major cities in North America. Taking New York as an example, our flagship store in Soho has been renovated since September," L PEZ added. "We will open more stores in 2018. From the current number of stores, the North American market can do much more than other markets."

Mango Lisbon store

The direct purpose of opening this store is to celebrate the 25th anniversary of the brand entering the Portuguese market. The brand specially invited five artists to take the inspiration of the brand LOGO and create paintings on the wall inside the shop.

In coordination, the building in the shop itself is a historical building full of artistic sense.

The relief of the appearance of the building, the modern decoration of the store, and the application of the technological elements enable the customer to feel the collision between the classics and the modern, and also add a score to the brand from the visual perception.

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