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Mango expands in the world markets - Essay Example

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High school
Essay
Marketing
Pages 10 (2510 words)

Summary

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)…

Extract of sample
Mango expands in the world markets

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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