Mango launches new Mediterranean store concept for European rollout
Mango's European flagships will start to look different from next March. The Catalan fashion label has announced a gradual make-over of its stores, and will introduce a new interiors concept more connected with the spirit of the brand and its Mediterranean roots.
The first store to feature the new concept will be the Mango flagship in Düsseldorf, Germany. The store, with a retail area of 1,400 m2, is located in the Kö-Bogen II building, better known as the ‘green building’ because of the amount of vegetation covering its façade. Warm hues and a neutral colour palette predominate in Mango’s new-look interiors, which will feature a combination of traditional, artisanal, sustainable and natural materials, such as ceramic, tufa, wood, marble, esparto grass and leather.
According to Mango, “sustainability, energy efficiency and architectural integration within the environment are key objectives for the brand.” This is why the new interiors adopt eco-efficient lighting and air conditioning, and use sustainable materials such as organic paints. In parallel, the label led by Toni Ruiz continues to participate in the initiative to collect used clothes and footwear in collaboration with Spanish organisation Moda re-.
Keen to always improve its customers’ experience, Mango has taken into account the opinions expressed by consumers through its ‘Innovation Community’ forum. As a result, the chain has designed more spacious fitting rooms, and check-out counters will be deployed on all floors, alongside new features like the concierge station, a service hub where Mango staff can interact with customers and deal with their special requests. Mango's commitment to an omni-channel approach is reflected in the extensive area dedicated in the new-look stores to the click&collect service, and in the use of in-store analytics combined with RFID technology. The stores will also showcase collections exclusively available online.
“Our stores have always been a primary meeting point between customers and our brand, which is why we want to offer customers a unique, personalised experience supported by technology and omni-channel services, within a welcoming environment,” said César de Vicente, Mango’s global retail director, commenting on the new interiors concept. Jan Rivera, Mango’s creative and image director, said that “through this new store concept, we aim to reflect the essence of the brand. Mediterranean culture is part of everything we do as a brand, and of the identity of those who are behind the brand, so we want to approach our customers with this philosophy.”
Mango was founded in 1984, and currently operates a retail area of 803,000 m2 across more than 110 countries. In 2019, the label reached record sales worth €2.374 billion, 24% of which were generated via the e-tail channel.
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