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Mango expands in the world markets
Pages 10 (2510 words)
Retail trends of the world’s pret-a-porter market 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 pret a porter or ready-to-wear clothing1. Initially consumers we not very welcoming of the idea and consider ready-to-wear clothing inferior, but by 70s the trend changed as pret a porter showcased collections at par with haute couture 2.Over the years businesses have proven that the retail provides a brand with the highest number of options to showcase its potential3).
Mango Positioning and Competitive Environment Mango is one such popular pret 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 prices6 . Mango has been expanding rapidly globally and has managed to attain its goal “…of having a store in every major city of the world” 7. 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. Mango had a small presence at the time when they entered the international market but they followed the franchising model and also offered return policies to their consumers8. ...
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