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Mango expands in the world markets - Essay Example
Author : twalker
Pages 14 (3514 words)
This research will begin with the retail trends of the world’s prêt-a-porter market. The researcher of this essay aims to pay special attention to Mango Positioning and Competitive Environment; Key Players and their Performance and Mango in international markets. …
According to the research findings in 1960s the fashion market was dominated by haute couture but this trend was going to change rapidly with the emergence of mass-consumer society and prêt a porter or ready-to-wear clothing. Initially consumers we not very welcoming of the idea and consider ready-to-wear clothing inferior, but by 70s the trend changed as prêt a porter showcased collections at par with haute couture .Over the years businesses have proven that the retail provides a brand with the highest number of options to showcase its potential. It is noteworthy that Spain was one of the countries which had a significant impact of the European financial crisis in 2008. This worsened the situation for most Spanish businesses as there was low productivity, high unemployment and low FDI. Even during these tough times fashion brands like Zara, Mango and Massimo Dutti were well prepared for the crises due to their high international presence, adaptation and up-to-date collections based on urban trends. Mango is one such popular prêt a porter brands that have an international presence. Mango’s aim right from the beginning has been to dress the urban young woman in premium quality trendy clothing at very affordable prices. Mango has been expanding rapidly globally and has managed to attain its goal “…of having a store in every major city of the world”. Mango has its origins in Spain and initially Spanish consumers were price-conscious but not as fashion-conscious as their Italian counterparts. So it was Italy who entered the international arena first. ...