FASM210 SP16 Digital Presentation Techniques - MANGO Rebranding

FAS HION RE BRANDING

C H I -HA N G WON G C OC O TU N G MILL IE YU PEON Y C HO I

THE NEW

MANGO

Design and layout recreation of D-D Play by NOIR 灰昼

T U E S D AY

J U N E 0 7, 2 0 1 6

CLICK HERE

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FAS HION RE BRANDING

C H I -HA N G WON G C OC O TU N G MILL IE YU PEON Y C HO I

PICK YOUR OWN COLOR Design and layout recreation of D-D Play by NOIR 灰昼

T U E S D AY

J U N E 0 7, 2 0 1 6

L ET‘ S BE GIN

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06-09

HISTORY

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DEVELOPMENT

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SWOT ANALYSIS

12-15

COMPETITORS

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CHALLENGES & SOLUTIONS

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32-33

MOOD BOARD

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COLOR BOARD

35-36

FABRIC BOARD

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ILLUSTRATIONS

38-42

LOGO DESIGN

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5 Ps brief introduction

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44-45

5P – Product

46-47

5P – People

48-49

5P – Price

50-52

5P – Place

53- 68 54-57 58-59 60 61-62 63-64 65 66-67 68

5P – Promotion -­‐ 2in1 social media app -­‐ Mango snaps booth -­‐ Leather Bracelets customization workshop -­‐ "Who is Next?" Mango girl campaign -­‐ Grand Opening promotion -­‐ Launching Party Invitation Card - Lookbook - Package renewal

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Press release & Newsletter

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WORK CITED 5

HISTORY

founded by Isaac & Nahman Andic belongs to Mango headquarters in Palau-solità I Plegamans, Spain

about Mango is an international brand dedicated to the design and commercialization of fashion, aimed at urban women aged 18 to 40 and is one of Spain’s top two exporters in the textile sector.

World distribution of MANGO stores, with a total of 2,415 stores in 107 countries worldwide and 7 stores in Hong Kong.

Started out as a small team began to grow as a result of an ambitious production system based on the philosophy “just-intime”, which defined product concepts, store design, quality standards, price and brand image. This solid approach has turned Mango into a Spanish fashion leader.

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HISTORY MANGO is characterized by offering fashion for the young, modern and urban woman. It has its own design which adopts the latest fashion tendencies and is presented in three differentiated lines:

CASUAL

SUIT-­EVENING

SPORT

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“

EVERY WOMAN WILL FIND GARMENTS, FROM THE PURE BASICS TO THE MOST FASHIONABLE, WHICH MATCH HER STYLE AND HER PERSONALITY.

”

Mission Statement of MANGO

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HISTORY

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DEVELOPMENT

1984 1985 1988

First store in Barcelona’s Paseo de Gracia

1992 1995 1997

International expansion begins with the opening of 2 store in Portugal

2000 2002 2004 2005 2007

Open a new flagship store in London & launched online shop, Mangoshop.com

First store in Valencia. National expansion begins Production, logistics and distribution apply to Just-In-Time system

Official website Mango.com is created Opened a flagship store in Paris

With 630 stores in 70 countries, expand into new markets such as Australia, Bulgaria, China, Italy and Tunisia Entered new markets such as Azerbaijan, Estonia, El Salvador, Macau and Vietnam Launched MANGO Touch HE, Homini Emerito, is created, aimed at the young, fashion-conscious male customers

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STRENGTHS

•

SWOT ANALYSIS

• • • • • •

Price accessibility (range from 100 – 600 HKD) International brand / company (over 107 countries, 2415 stores) Product diversity (from office, casual to sport look) Support franchise system Mass production

WEAKNESSES • Unclear market positioning: (1) Style-wise: The design of product does not have a specific marketing plan for different areas.

(2)

Target customer: Too narrow, only focuses on office look, lack of attention on other age groups.

(3)

Size matter: The difference between Asian size and western size.

(4) Style of product: Do not have specific style for designs. Mixed too many different styles in one store / one time period.

OPPORTUNITIES

THREATS

• Product renewal: (1) Focus on one or two styles for each season

•

•

(2)

The development of internet sales: online platforms and apps

Increase update frequency, update products weekly / 2 weeks

• •

•

Price competitiveness The trend of online business (less customers will buy clothes in retail stores, turnover will be dropped) Quality issue: People tend to care about the quality of clothes (not for seasonal) Economic atmosphere

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COMPETITORS

Direct competitors

Zara, H&M, G2000 (Hong Kong), MaxMara

Indirect competitors

Forever 21, Topshop, Uniqlo

Indirect competitors (online platforms)

Zalora, ASOS, Nordstrom, HauteLook

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COMPETITORS

Direct competitor

1965, first store in Span, same as MANGO Owned by the giant Spanish corporation Inditex Boast a design-to-store regime in 4-5 weeks Typical shops window change every week Target - womenswear & accessories; menswear and children wear

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COMPETITORS

Indirect competitor

1984, found in Los Angeles Fast fashion; the latest trends Huge variety of clothing and lower price Target girls, women, men and teens

(Images on the right) Only one store in Hong Kong, located in Causeway Bay 5 floors of the building Underground – menswear 1/F to 4/F – womenswear 5/F – accessories and shoes 14

COMPETITORS

Indirect competitor (online platform)

Great global navigation bar Attractive banner Easy to navigate Speed in loading New way to retain users visit

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CHALLENGE 1

challenge 1

LIFESTYLE CHANGE

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There have been ongoing changes in customer lifestyles, including population fluctuation.

• • • • • • •

Decrease in population growth Lower birth rates Change in social attitudes towards working women Rise in the volume of women in workplace Single households is rising Singles who have no children to look after and a higher disposable income Pre-retirement age group

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The broad-scale of customer consumption will continue to change over time.

• • •

Income Occupations Expenditure on medical, entertainment, education and cultural activities

18 @ Frantisek Staud

SOLUTION to CHALLENGE 1

SOLUTION THE KEY TO SUCCESS IS TO RECOGNIZE AND ANTICPATE CONSUMER CHANGE.

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CHALLENGE 2

challenge 2 COSUMER PURCHASING BEHAVIOR

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CHALLENGE 2

Consumers behavior can be unpredictable, and it is difficult to make assumptions about who will buy fashion.

Consumers today are more, • • • • •

Affluent Discerning Cosmopolitan Educated Time-pressured

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SOLUTION to CHALLENGE 2

SOLUTION ANALYZING SHOPPING BEHAVIOR EXAMINES THE CUSTOMER’S RESPONSE TO THE RETAIL EXPERIENCE, CHOICE OF STORE, AND PURCHASE DECISION.

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SOLUTION to CHALLENGE 2

3 CONSUMER TYPES NEED-­DRIVEN CUSTOMERS THEY ARE PRICE CONSCIOUS

OUTER-­DIRECTED CUSTOMERS THEY ARE CONCERNED WITH STATUS, PROSPERITY AND GETTING AHEAD

INNER-­DIRECTED CUSTOMERS THEY ARE MORE FLAMBOYANT AND INDIVIDUAL

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CHALLENGE 3

challenge 3 OFFERING NEW FORMATS & DEALING WITH CULTURAL BARRIERS

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SOLUTION TO CHALLENGE 3 New formats are the future for retailing: • Pop-up stores • Private limited sales • Trunk shows • Online designer sales (such as Net-a-porter, Privé and Gilt Groupe)

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SOLUTION TO CHALLENGE 3 New formats are the future for retailing: • Pop-up stores • Private limited sales • Trunk shows • Online designer sales (such as Net-a-porter, Privé and Gilt Groupe) * Catalogues • Catalogues are published seasonally, ensuring that customers stay connected to the brand.

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SOLUTION TO CHALLENGE 3 New formats are the future for retailing: • Pop-up stores • Private limited sales • Trunk shows • Online designer sales (such as Net-a-porter, Privé and Gilt Groupe) • * Catalogues • Catalogues are published seasonally, ensuring that customers stay connected to the brand. * Online formats • Establishing online presence - a relevant way to build loyalty and increase customer satisfaction.

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SOLUTION TO CHALLENGE 3 New formats are the future for retailing: • Pop-up stores • Private limited sales • Trunk shows • Online designer sales (such as Net-a-porter, Privé and Gilt Groupe) •

•

* Catalogues • Catalogues are published seasonally, ensuring that customers stay connected to the brand. * Online formats • Establishing online presence - a relevant way to build loyalty and increase customer satisfaction.

* Franchise and outlets • MANGO has one distinctive feature which the franchisee only pays for the goods that were sold, the company keeps surplus goods and sells them in outlet stores or other franchise shops who might sell them as well.

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SOLUTION TO CHALLENGE 3 New formats are the future for retailing: • Pop-up stores • Private limited sales • Trunk shows • Online designer sales (such as Net-a-porter, Privé and Gilt Groupe) * Catalogues • Catalogues are published seasonally, ensuring that customers stay connected to the brand.

• * Online formats • Establishing online presence - a relevant way to build loyalty and increase customer satisfaction.

• * Franchise and outlets • MANGO has one distinctive feature which the franchisee only pays for the goods that were sold, the company keeps surplus goods and sells them in outlet stores or other franchise shops who might sell them as well. * Internationalization • An internal structure is designed to serve customers on the national and international market.

• Expansion in linguistic translation field, by having language specialists and cultural experts to cooperate with the company.

•

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MARKETING STRATEGY BODY SCANNER

https://www.youtube.com/watch?v=iUH2RAOSJ2c

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MARKETING STRATEGY PAPER THIN TV Combined With the idea of Body Scanner To help customers Choosing Their outfits

https://www.youtube.com/watch?v=hGvMfe85i30 – skip to 3 :14

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MOOD BOARD VIDEO BEFORE

Link to Video: https://youtu.be/AYy_Hywx-­‐2U

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MOOD BOARD VIDEO AFTER

Link to Video: https://youtu.be/odRQc8ZZkH0

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COLOR Â BOARD

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FABRIC Â BOARD

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FABRIC Â BOARD

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ILLUSTRATION AND STYLING

LOGO DESIGN

COCO

MILLIE

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LOGO DESIGN CHI HANG

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LOGO DESIGN PEONY

CHI HANG

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LOGO DESIGN

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LOGO DESIGN FINAL DECISION CHI HANG

MANGO provides different customers with different styles of outfits To create a better harmony society that everyone can enjoy their own style.

The logo design is inspired by the tangram , like different colours and shapes are all in one simple logo, Representing Mango is a brand consists of different colour and styles.

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5 Ps

1 2 3 4 5

PRODUCT

PLACE

PEOPLE

RANGING FROM BASICS TO FASHIONABLE PIECES – FROM CLOTHING TO ACCESSORIES.

STORE LOCATIONS REMAINED THE SAME – REMODEL AND REDSIGN OF STORE INTERIOR AND LAYOUT.

THE CUSTOMRES OF MANGO ARE WOMEN FROM ALL BACKGROUNDS, RACE, AGE AND BODY TYPES.

** 7 LOCATIONS IN HONG KONG MALLS AND PREMIUM SHOPPING CENTRES.

PRICE

A SLIGHT ADJUSTMENT IS MADE, ALLOWING CUSTOMERS TO ENJOY OUR PRODUCTS WITH LOWER PRICE FOR ALMOST 8%.

PROMOTION

MANGO SETS OUT A BOLD NEW VISION FOR THE BRAND WITH THE MANGO MOVEMENT – “PICK YOUR COLOR” FOR SELF LOVE AND EXPRESSION THROUGH FASHION.

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5 Ps – PRODUCT Before

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5 Ps – PRODUCT After

5 Ps – PEOPLE

“

EVERY WOMAN WILL FIND GARMENTS, FROM THE PURE BASICS TO THE MOST FASHIONABLE, WHICH MATCH HER STYLE AND HER PERSONALITY.

VICTORIA’S SECRET ‘PERFECT BODY’ CAMPAIGN

DOVE

‘REAL BEAUTY’ CAMPAIGN

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”

5 Ps – PEOPLE

Everyone is our target customers no matter which styles you are.

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5 Ps – PRICE

PRICE ADJUSTMENT In order to obtain Bigger market and Younger customers, Mango would Lower down The price range for around 10-­‐20% of each categories.

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5 Ps – PRICE

Get same amount of products with a lower price

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5 Ps – PLACE Before

Problems • • • • • •

Messy No setting strategy Too many product display -­ loses focus and theme No effective window display Insufficient directory and number of fitting rooms Poor lighting setting

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5 Ps – PLACE After

Solutions • • • • • •

Tidy and easy to walk through Makes customer comfortable and willing to stay Differentiate by main colour of present season Reduce the number of display products Increase the number of fitting rooms Enhance the effect with visual merchandising

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5 Ps – PLACE After

5 Ps – Promotion Before

Problems • Unattractive window display •Not user-­friendly website and app •Few attention received on social media

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5 Ps – Promotion After

NEW MARKETING STRATEGY 2 IN 1 SOCIAL MEDIA APP

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5 Ps – Promotion After

NEW MARKETING STRATEGY 2 IN 1 SOCIAL MEDIA APP

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5 Ps – Promotion After

NEW MARKETING STRATEGY 2 IN 1 SOCIAL MEDIA APP

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5 Ps – Promotion After

NEW MARKETING STRATEGY PHOTOBOOTH -Free promotion by customers on social media By mentions and hashtags

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5 Ps – Promotion After

PHOTOBOOTH -Free promotion by customers on social media By mentions and hashtags

#Mango #Pickyourowncolor #Snapyourownstyles

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5 Ps – Promotion After

Workshops of customising your MANGO bracelets

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5 Ps – Promotion After

“Who is NEXT?” campaign Everyone can be MANGO girl

MIRROR

Advertisement on Look book of each season

Poster of “Who is Next?” campaign 60

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5 Ps – Promotion After

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5 Ps – Promotion After

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5 Ps – Promotion After

5 Ps – Promotion After

Launching Party of NEW MANGO

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5 Ps – Promotion After LOOK BOOK

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5 Ps – Promotion After LOOK BOOK

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5 Ps – Promotion After

Package Renewal

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5 Ps – Promotion After

PRESS RELEASE NEWSLETTER

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SOCIAL MEDIA INSTAGRAM: mangoconnect

https://www.instagram.com/mangoconnect/

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WORK CITED Grose, V. (2012). Fashion Merchandising. Lausanne, Switzerland: AVA Academia.

Identifying the Competition | Mango v. Zara. (2015, January 21). Retrieved April 11, 2016, from https://krwdigitalmarketing.wordpress.com/2015/01/21/identifying-the-competition-mango-v-zara/ MANGO. (n.d.). Retrieved April 11, 2016, from http://shop.mango.com/HK MNG by Mango Launches Exclusively at JCPenney. (n.d.). Retrieved April 11, 2016, from http://www.businesswire.com/smp/mng-by-mango-at-jcpenney/ Mango - Fashion Brand | Brands | The FMD. (n.d.). Retrieved April 11, 2016, from http://www.fashionmodeldirectory.com/brands/mango/ Mango Brand History :: Mango Clothing Brand History. (n.d.). Retrieved April 11, 2016, from http://fashiongear.fibre2fashion.com/brand-story/mango/history.asp Rodriguez-Donaire, S., Casi, E., & Carbonell, i X. (n.d.). Mango Group: Growth and Internationalization. Retrieved April 11, 2016, from http://upcommons.upc.edu/bitstream/handle/2117/10505/jedee201011_rodriguez_casi_carbonell.pdf;jsessionid=EEBEC039F4B25F381AD6430D869756FC?sequence=1 Qureshi, H. (2012, July 06). Store Wars: Zara and Mango. Retrieved April 11, 2016, from http://www.theguardian.com/money/2012/jul/06/store-wars-zara-and-mango SWOT Analysis of Forever 21. (2014, January 16). Retrieved April 11, 2016, from http://www.freeswotanalysis.com/apparel-industry-swot/623-swot-analysis-of-forever-21.html

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THA NK Y OU FO R LIS TENING .

P R E SE N T ED B Y

C H I -HA N G WON G

C OC O TU N G

MILL IE YU

PEO NY C H OI

DE S IG NE D B Y

C H I -HA N G WON G

PEON Y C HO I

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