NATIONAL INSTITUTE OF FASHION TECHNOLOGY, BENGALURU

MASTER OF FASHION MANAGEMENT

BATCH 2023-2025

Design Thinking and Strategic Management & Fashion Brand Management

(Integrated Assignment)

INTEGRATED BRANDING AND STRATEGY ANALYSIS OF MANGO

Submitted by:

Ananya Bahadur (MFM/23/289)

Kajal Kumari Baraik (MFM/23/958)
Mahima Sehl (MFM/23/45)
Saurabh Katiyar (MFM/23/248)

Submitted to:

Prof. Sanjeev Malage

Associate Professor
&
Mr. Prateek Ghosh
Assistant Professor
 DECLARATION

We, Ms. Ananya Bahadur, Ms. Kajal Kumari Baraik, Ms. Mahima Sehl and Mr.
Saurabh Katiyar hereby declare that the Design Thinking and Strategic
Management & Fashion Brand Management (Integrated Assignment)
titled "INTEGRATED BRANDING AND STRATEGY ANALYSIS OF
MANGO" is the result of our research work carried out by us during the period
from 25TH November 2024 to 09th December 2024 except as cited in the
references. This report has not been submitted to any other University or
Institution for an award of any degree/diploma etc.

Student ID Name Signature

MFM/23/289 Ananya Bahadur

MFM/23/958 Kajal Kumari Baraik

MFM/23/45 Mahima Sehl

MFM/23/248 Saurabh Katiyar

Date: 09st December 2024

 CERTIFICATE BY FACULTY MEMBERS

This is to certify that Ms. Ananya Bahadur, Ms. Kajal Kumari Baraik, Ms.
Mahima Sehl and Mr. Saurabh Katiyar students of the Post Graduate Degree
Master of Fashion Management (MFM) of National Institute of Fashion
Technology (NIFT), Bengaluru have completed their Design Thinking and
Strategic Management & Fashion Brand Management (Integrated
Assignment) titled "INTEGRATED BRANDING AND STRATEGY
ANALYSIS OF MANGO" as prescribed by the department of Master of
Fashion Management (MFM), NIFT.

This Research work is the record of authentic work carried out by them from
25TH November 2024 to 09th December 2024 under our mentorship.

Name of the Faculty Mentors:

Mr. Pratik Ghosh & Prof. Sanjeev Malage

Assistant Professor Associate Professor
 ACKNOWLEDGEMENT

We wish to express our sincere gratitude towards NIFT (National Institute of

Fashion Technology) for giving us this excellent opportunity to gain insights
into the INTEGRATED BRANDING AND STRATEGY ANALYSIS OF
MANGO.

We take this opportunity to thank our college mentors Mr. Prateek Ghosh
(Assistant Professor) Prof. Sanjeev Malage (Associate Professor) who has
helped us every step of the way and provided us with valuable suggestions,
constant guidance and encouragement to carry out this research work.

Name of the students:

Ananya Bahadur (MFM/23/289)

Kajal Kumari Baraik (MFM/23/958)
Mahima Sehl (MFM/23/45)
Saurabh Katiyar (MFM/23/248)

NIFT Bengaluru

Master of Fashion Management

09th December 2024

 TABLE OF CONTENTS

Serial No. Particulars Page No.

1. INTRODUCTION
1-7
1.1 Objective of the Study
1.2 About the Brand

2. EXISTING BRAND ANALYSIS

8-18
2.1 Brand Concept
2.2 Branding Elements
2.3 Brand Identity Prism
2.4 Brand Identity System

3. GAP ANALYSIS AND OPPORTUNITY

19-30
IDENTIFICATION
3.1 SWOT Analysis
3.2 Gap Analysis
3.3 Opportunity Identification

4. STRATEGIC MANAGEMENT TOOLS

31-37
4.1 TOWS Analysis
4.2 IE Matrix
4.3 Grand Strategy Matrix

5. DESIGN THINKING TOOLS

38-56
5.1 Mood Board
5.2 User Persona
5.3 Journey Mapping
5.3 CustomerPain points
5.4 Value Chain Analysis
 6. GAP ANALYSIS AND OPPORTUNITY
57-64
IDENTIFICATION
6.1 Analysis of current market trends versus MANGO’s
offerings.
6.2 Identification of gaps in the market that can be leveraged.

7. COMPETING BRANDS RESEARCH

65-66
7.1 Competitor Analysis
7.2 Benchmarking

8. INNOVATIVE SOLUTIONS AND STRATEGIES

8.1 Proposed innovative solutions
8.2 Discussion

9. CONCLUSION

REFERENCES
 LIST OF FIGURES

Serial No. Particulars Page No.

1 Fig 2.1: Mango’s current collections. 1

2 Fig 2.2: Mango’s eco-friendly packaging. 8

3 Fig2.3: Prism Diagram of Mango. 9

4 Fig. 2.4: Grand strategy matrix. 11

5 Fig 3.1: Mango website’s cookie policy. 12

6 Fig 3.2 :No search bar 31

7 Fig 3.3: 10% discount for signing up to Newsletters. 42

8 Fig 3.4 : Customer Journey Map for Aarushi Mehta. 53

9 Fig 3.4 : Customer Pain Point: Lack of Awareness About 55

Men's Wear & Kid’s Wear at Mango

10 Fig 3.5 : Dissatisfied Customer 57

11 Fig 3.6: Customer Pain Point: Customer Disappointment with 59

Mango's Exchange Policy

12 Fig 3.7: Value chain from Harvard Business School 62

13 Fig. 3.8 : Graphical representation of Sustainable clothing 65

Market by type, 2021 to 2032 in (USD billions)

14 Fig 4.1. : Mango completes Violeta integration. 66

15 Fig.6.1 : Logo of Vero Moda. 64

16 Fig.6.2 :Logo of GAP. 65

17 Fig 6.7 . :Logo of H&M. 66

18 Fig.6.4 :Logo of H&M. 67

19 Fig 7.1. : Icon of Benchmarking. 70

CHAPTER 1

1.1 INTRODUCTION

Fig 1.1: Logo of Mango, a Spanish fast-fashion company.

Mango, founded in 1984 by Isak and Nahman Andic in Barcelona, Spain, has grown to become
one of Europe’s leading fashion companies. Initially starting with a single store on the iconic
Paseo de Gracia, Mango’s commitment to design, creativity, and technological innovation has
propelled the brand into international prominence. The company focuses on offering stylish,
high-quality clothing and accessories for both women and men, making it one of the most
influential global retailers in the fashion industry.

Headquartered in Palau Solità i Plegamans, Barcelona, Mango operates with a workforce of

approximately 13,000 employees and has a presence in over 100 countries worldwide. The
company’s success lies in its continuous pursuit of innovation, sustainability, and seamless
integration across various sales channels. Over the years, Mango has expanded its product

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offering, launching new lines such as Mango Man in 2014 and Mango Teen in 2020, in addition
to its more recent venture into home essentials, Mango Home, in 2022.

Mango’s commitment to sustainability is reflected in its new store concepts, which embrace
higher environmental standards, and the company’s efforts to reduce its carbon footprint. In
2021, Mango expanded its footprint in the United States with new stores in cities like New
York, Miami, and New Jersey. The brand continues to innovate in the digital space, with
initiatives like opening an online store on the virtual platform Roblox in 2024.

Today, Mango is Spain’s most international fashion company, renowned for its commitment to
style, innovation, and sustainability. Celebrating its 40th anniversary in 2024, the brand remains
a symbol of both tradition and modernity, constantly pushing the boundaries of fashion in an
ever-evolving global market.

MISSION

Mango’s mission is to lead the fashion industry with creativity, innovation, and sustainability.
The brand is passionate about delivering high-quality fashion globally while embracing
digitalization and constantly evolving to meet customer needs. Mango’s commitment to
sustainability is evident in its long-standing efforts to reduce its carbon footprint and prioritize
environmental responsibility. The company fosters a positive, inclusive culture, valuing equal
opportunities and creating a dynamic environment for both employees and customers. With a
focus on people, fashion, and the planet, Mango strives to make a meaningful impact through its
values of care, commitment, entrepreneurship, authenticity, and cultural curiosity.

VISION

The vision of Mango is to be a global leader in the fashion industry by creating innovative,
stylish, and sustainable products that inspire and empower individuals worldwide. The brand
aims to seamlessly integrate creativity, technology, and sustainability into every aspect of its
operations, while minimizing its environmental and social impact. Mango strives to foster a
positive, inclusive culture that values diversity, collaboration, and equal opportunities, ensuring
long-term growth and a meaningful contribution to society and the planet.

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1.2 STP OF MANGO

1.2.1 Segmentation

Segmentation involves dividing the market into distinct groups of consumers based on different
factors. Mango applies several key segmentation criteria to better target and cater to its diverse
customer base:

a. Demographic Segmentation:
● Age: Mango targets primarily fashion-conscious individuals aged 18 to 40, both men
and women, with specific lines like Mango Man for men and Mango Kids for younger
demographics.
● Income: The brand positions itself as an accessible luxury brand, targeting
middle-to-upper-class consumers who seek quality and sophistication at affordable
prices.
● Family Status: The brand's offerings span across different segments, including young
adults, working professionals, and families, with products that range from casual wear to
more formal attire.
b. Geographic Segmentation:
● Global Reach: Mango operates in over 100 countries, tailoring its product offerings to
local tastes. The brand focuses heavily on international markets such as India, the United
States, and Europe. In India, for example, it operates both online and physical stores.
● Urban vs. Non-Urban: Mango is well-positioned in metropolitan areas but also attracts
shoppers in smaller cities and towns interested in global fashion, as evidenced by its
strong performance in both metro and non-metro regions in India.
c. Psychographic Segmentation:
● Lifestyle: Mango appeals to individuals who value timeless elegance, modern
sophistication, and a relaxed Mediterranean-inspired lifestyle. These consumers
appreciate simplicity, versatility, and designs that seamlessly transition from day to
night.

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 ● Values and Sustainability: The growing demand for eco-conscious products drives
Mango’s approach. Its sustainability initiatives, such as eco-friendly materials and a
take-back program, cater to environmentally aware customers.
d. Behavioral Segmentation:
● Occasions: Mango serves customers looking for both everyday fashion items and special
occasion wear. The brand offers versatile styles suitable for various events.
● Loyalty: Mango’s focus on personalization and digital innovation helps to cultivate
loyalty among its customers, especially through initiatives like the Mango Innovation
Community, where customers can provide feedback and stay engaged with the brand.

Targeting

Mango has identified several distinct groups within its broader market, but it primarily targets
the following segments:

Primary Target Market:

● Fashion-Conscious Women and Men (18-40): Mango’s core audience includes young,
stylish, and sophisticated individuals who value both modern trends and classic designs.
The brand’s target demographic is fashion-forward, trend-conscious, and seeks a balance
between quality and affordability.
● Women: Mango's designs for women are particularly popular, as the brand is recognized
as a leading global player in women’s western wear. The brand regularly updates its
collections, keeping them fresh and in line with contemporary fashion.
● Men: With the introduction of Mango Man, the brand now caters to a growing male
market segment seeking chic and versatile clothing options.

Secondary Target Market:

● Families and Children (Mango Kids): Mango appeals to families by offering stylish
options for children, making it an attractive option for parents who want fashion-forward
clothing for their kids.
● Eco-Conscious Consumers: Sustainability-focused individuals who prioritize ethical
and eco-friendly practices are an increasingly important target group. Mango’s

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 sustainable initiatives such as recycling programs and the use of eco-friendly materials
help attract this segment.

Geographic Focus:

● India: In India, Mango targets middle-to-high-income customers in metropolitan cities

and non-metro areas with its premium product offerings. India is becoming a key
strategic market for the brand, which continues to grow through a mix of physical stores
and online platforms.
● Europe and the US: Mango’s market positioning in Europe, especially in Spain and
France, is centered on its accessibility for the middle class, while it has begun making
strides in the American market through expanding its footprint in major cities like New
York and Miami.

Positioning

Mango positions itself as a contemporary fashion brand that provides high-quality,

Mediterranean-inspired clothing that blends modern elegance with timeless sophistication. The
brand emphasizes affordability, sustainability, and accessibility, making it attractive to
aspirational consumers who seek stylish yet practical wardrobe staples without the high price
tags associated with luxury brands. Here is a detailed look at Mango’s positioning:

Value Proposition:

● Sophisticated yet Accessible: Mango is positioned as a brand that offers luxury-like

designs at affordable prices. The brand's products are designed with a blend of
contemporary trends and timeless Mediterranean elegance, making them suitable for
various occasions.
● Sustainability Focus: Mango differentiates itself through its commitment to
sustainability. It uses eco-friendly materials, implements sustainable production
processes, and promotes responsible consumption through its take-back program. This
positions the brand as an ethical choice in the fashion industry.

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 ● Inclusivity: Mango embraces diversity by offering collections that cater to a wide range
of body types, age groups, and personal styles. Its inclusive brand messaging reflects the
values of individuality, confidence, and empowerment.
● Global Presence with Local Adaptation: Mango combines its global brand image with
local market adaptation, tailoring its offerings to the specific tastes of different regions.
This allows it to maintain a strong connection with local consumers while expanding its
presence globally.

Market Position

Mango positions itself as a brand for the modern, sophisticated consumer, targeting primarily
fashion-conscious women aged 18 to 40 who prioritize both style and quality. The brand also
caters to men and children through its Mango Man and Mango Kids lines. With a competitive
pricing strategy, Mango offers high-quality products at accessible prices, allowing it to maintain
a strong presence in the highly competitive fashion industry.

Mango’s success is largely attributed to its ability to adapt to diverse markets and consumer
preferences. The brand tailors its collections to local tastes in its international stores, ensuring
that its products resonate with customers in different regions. This localization approach,
combined with a robust online presence, has enabled Mango to appeal to a broad, global
customer base.

1.1.2 PRODUCT ASSORTMENT

Mango offers a diverse product assortment across various categories for women, men, and
children. For women, the starting prices include ₹1,499 for tops and blouses, ₹2,999 for dresses,
₹1,999 for pants and skirts, ₹1,999 for knitwear, and ₹3,499 for outerwear like jackets and
coats. For men, Mango Man's collection starts at ₹1,499 for t-shirts and shirts, ₹2,499 for pants
and jeans, ₹3,999 for jackets and outerwear, and ₹1,999 for activewear. Mango Kids' collection
begins at ₹999 for tops and dresses, ₹1,499 for pants and shorts, and ₹2,499 for outerwear and
knitwear.

Mango also offers a variety of accessories, with women's handbags starting at ₹2,999, belts and
scarves from ₹799, and jewelry starting at ₹1,199. Men's accessories, like bags, begin at ₹2,499,

6
and belts and hats start at ₹1,499. Footwear for women starts at ₹1,299 for flats and sandals,
while men's footwear begins at ₹2,499 for sneakers and boots.

1.1.3 MANGO's Growth Trajectory in the Indian Retail Sector

The Spanish clothing retailer Mango considers India a key strategic market for its growth, citing
three main factors: increasing demand for western women's clothing, improved retail
infrastructure developed in the last ten years, and strong digital adoption among Indian
consumers.

According to Daniel Lopez, Mango's chief expansion officer, India ranks among their top 10-15
most important markets globally. The company maintains a presence in India through a
partnership with Myntra, operating 110 stores across the country. Their Indian journey began
approximately 20 years ago with Major Brands, followed by a collaboration with DLF. In 2014,
they joined forces with Myntra for online sales, later expanding to include physical retail
locations in 2017.

Looking ahead, Mango aims to expand its Indian store network to 120 locations, following a
50% surge in online sales last year. This is part of a broader global expansion plan targeting 500
new stores by 2026 across key markets including India, the US, and the UK. To put this in
perspective, Mango currently operates 350 stores in Spain (population 45 million) and about
250 in France (population 70-80 million), suggesting significant growth potential in India.

The company maintains its premium positioning, choosing not to reduce prices to drive sales
volume. Despite higher price points, Myntra reports that Mango has been their top-performing
global brand in women's western wear for two consecutive years. Sharon Pais, Myntra's chief
business officer, notes that Mango appeals strongly to metropolitan customers while also
attracting non-metro shoppers interested in global fashion, with monthly style updates keeping
their offerings current.

1.2 OBJECTIVE OF THE STUDY

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The objective of this study is to analyze Mango's branding strategy, including its concept,
identity system, and brand elements, and to evaluate its market position using strategic
management tools such as TOWS, IE Matrix, and the Grand Strategy Matrix. Additionally, the
study aims to apply design thinking tools like journey mapping and value chain analysis to
identify opportunities for innovation, enhance customer experiences, and suggest actionable
strategies that improve Mango's brand performance and competitiveness in the fashion industry.

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CHAPTER 2
EXISTING BRAND ANALYSIS: MANGO

2.1 Brand Concept: Mango

Mango, established in 1984 in Barcelona, Spain, has grown into a globally recognized name in
the fashion industry, known for its modern yet timeless approach to style. The brand’s
foundation lies in celebrating the essence of "Mediterranean style and spirit," which serves as
the cornerstone of its design philosophy and overall identity. This concept captures the relaxed
yet sophisticated aesthetic synonymous with the Mediterranean lifestyle, characterized by clean
lines, neutral palettes, and versatile designs that effortlessly transition between casual and
formal wear.

Image2.1 : Sustainable Collection of Mango.

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At its core, Mango aims to create a harmonious balance between contemporary trends and
timeless elegance. This duality allows the brand to remain relevant in the fast-paced fashion
world while maintaining a classic appeal that transcends fleeting trends. Mango designs cater to
a wide audience, offering apparel for women, men, and children, as well as accessories and
footwear, making it a comprehensive lifestyle brand.

Mango positions itself as an accessible luxury brand, targeting a middle-to-upper-class

demographic that values style and quality without paying exorbitant prices. The brand’s
offerings are carefully crafted to reflect sophistication and modernity, appealing to customers
who seek wardrobe staples with a touch of refinement. By focusing on affordability and
premium design, Mango effectively bridges the gap between high-street and luxury fashion,
making it a go-to choice for aspirational shoppers.

Sustainability is another pillar of Mango’s brand concept. Recognizing the growing importance
of eco-conscious practices, Mango has committed to reducing its environmental impact through
initiatives like the use of sustainable materials, eco-friendly production processes, and a
take-back program for recycling used garments. This aligns with the global shift towards
responsible consumption and enhances the brand's reputation among socially conscious
consumers.

The inclusivity of Mango’s offerings further strengthens its appeal. By designing collections
that cater to diverse body types, age groups, and personal styles, the brand ensures that its
message of timeless elegance and Mediterranean spirit resonates with a wide audience. Mango's
commitment to accessibility extends beyond pricing to include the availability of its products
across multiple channels, including an expansive online presence and physical stores in over
100 countries worldwide.

In essence, Mango’s brand concept is a blend of sophistication, inclusivity, affordability, and

sustainability, all rooted in the rich cultural heritage of the Mediterranean. This positioning not
only sets the brand apart in a competitive market but also ensures its enduring relevance as a
global fashion leader.

2.2 Branding Elements: Mango

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Mango’s branding elements are thoughtfully crafted to reflect its identity as a modern, elegant,
and sophisticated fashion brand. These elements form the foundation of its visual and
experiential appeal, ensuring a cohesive and impactful presence across all touchpoints.

2.2.1 Logo and Visual Identity

Mango’s minimalist logo is a hallmark of its branding strategy. Featuring a clean, sans-serif
font, the logo exudes modernity and timelessness, capturing the essence of Mango’s design
philosophy. The absence of unnecessary embellishments in the logo aligns with the brand's
commitment to simplicity and sophistication. Its use of a consistent black-and-white color
scheme underscores this approach, creating a visually striking yet understated identity that
resonates with customers seeking elegance.

The clean and refined visual identity ensures instant recognition, whether on storefronts,
product tags, or digital platforms. The timeless nature of the logo enables it to remain relevant
across evolving design trends, reinforcing Mango’s position as a contemporary yet classic
fashion brand.

2.2.2 Colors and Imagery

Fig 2.1: Mango’s current collections.

Mango’s branding extends beyond its logo to include a carefully curated color palette that
reflects its Mediterranean heritage. Neutral tones such as beige, white, black, and earthy hues
dominate its collections and marketing materials, creating an aesthetic of understated elegance.
These colors evoke a sense of calm and sophistication, mirroring the tranquil and stylish
lifestyle associated with the Mediterranean.

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Imagery used in Mango’s campaigns further enhances its brand identity. Models are often styled
in natural settings with soft lighting to emphasize a relaxed yet polished vibe. This cohesive
visual storytelling resonates with a global audience, appealing to customers who value both
versatility and style in their wardrobe choices.

2.2.3 Brand Voice and Messaging

Mango’s brand voice is an extension of its visual identity, characterized by simplicity, elegance,
and sustainability. The brand communicates with its audience in a warm yet refined tone,
reflecting its focus on inclusivity and empowerment. Marketing campaigns often emphasize
themes like confidence, individuality, and environmental consciousness, ensuring the messaging
resonates with a socially aware and aspirational demographic.

For example, Mango’s sustainability campaigns highlight its commitment to eco-friendly

practices, positioning the brand as a responsible choice for conscious consumers. Similarly, its
messaging celebrates diversity by showcasing models from various backgrounds and age
groups, aligning with its inclusive approach.

2.2.4 Packaging and Retail Experience

Fig 2.2: Mango’s eco-friendly packaging.

Mango’s commitment to sustainability is evident in its packaging and retail design. The brand
has adopted eco-friendly packaging solutions, using recyclable and biodegradable materials to
reduce environmental impact. This aligns with its broader sustainability goals, reinforcing its
reputation as an environmentally conscious fashion leader.

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In its retail spaces, Mango prioritizes a minimalist aesthetic that complements its branding.
Stores are designed with clean lines, neutral colors, and open layouts, creating a premium yet
approachable shopping experience. The use of natural materials, soft lighting, and strategic
displays highlights the quality and elegance of its collections. These thoughtfully designed
spaces not only enhance the customer experience but also strengthen the brand’s identity as a
modern, sophisticated fashion destination.

Mango’s branding elements are a harmonious blend of simplicity, sophistication, and

sustainability. From its timeless logo and neutral color palette to its empowering messaging and
eco-conscious practices, each element works in synergy to create a strong, cohesive brand
identity that resonates with its global audience.

2.3 Brand Identity Prism: Mango

Fig2.3: Prism Diagram of Mango.

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Jean-Noël Kapferer's Brand Identity Prism provides a holistic framework to analyze Mango's
identity by breaking it down into six interconnected facets. This tool helps us understand how
Mango communicates its identity and how customers perceive it, creating a clear picture of its
brand personality and positioning.

1. Physique

Mango’s physique is the tangible expression of the brand, reflected through its product designs
and visual elements.

● Designs and Products: Mango is synonymous with sleek, minimalist designs that
merge contemporary trends with timeless appeal. Its Mediterranean-inspired collections
feature flowing silhouettes, clean lines, and versatile pieces crafted for modern lifestyles.
● Quality Fabrics: The brand places a premium on high-quality fabrics that elevate the
wearability and durability of its garments.
● Visual Identity: Mango’s logo, with its clean, sans-serif font, reinforces its minimalist
aesthetic. The consistent use of neutral tones such as beige, black, and earthy colors
across campaigns and collections aligns with the brand's understated and elegant
positioning.

Together, these elements create a strong and recognizable visual and physical presence,
establishing Mango as a sophisticated yet accessible fashion brand.

2. Personality

Mango’s personality is modern, elegant, and confident, resonating with its target audience.

● The brand exudes an air of understated sophistication, appealing to consumers who

appreciate subtle yet impactful designs.
● It is also forward-thinking and eco-conscious, demonstrating responsibility through
sustainability initiatives such as the use of eco-friendly materials and recycling
programs.
● Mango’s confident and refined persona inspires its customers, making it a trusted brand
for those who value timeless style with a contemporary edge.

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This personality is communicated through its marketing campaigns, which consistently
showcase stylish, independent individuals in natural and chic settings.

3. Culture

Mango’s culture is deeply rooted in its Mediterranean heritage, which influences its designs,
values, and ethos.

● Mediterranean Influence: This is reflected in the relaxed yet refined aesthetic of its
apparel and its emphasis on effortless elegance.
● Values: Warmth, inclusivity, and environmental responsibility are core to the brand’s
cultural identity. Mango champions diversity through its marketing, showcasing models
from various ethnicities, ages, and body types.
● Sustainability: Mango aligns itself with global sustainability movements by adopting
eco-conscious practices in production and distribution, positioning itself as a brand that
cares about the planet and its people.

This cultural foundation not only sets Mango apart in the global fashion landscape but also
resonates with socially conscious consumers.

4. Relationship

Mango nurtures a strong and meaningful relationship with its customers through consistency
and trust.

● Quality and Affordability: The brand delivers on its promise of providing high-quality
designs at accessible price points, ensuring value for money.
● Customer-Centric Approach: Mango emphasizes excellent customer service, whether
in-store or online, enhancing the shopping experience.
● Sustainability Commitment: Its eco-friendly initiatives foster trust and loyalty among
environmentally conscious shoppers.

This relationship is built on mutual respect, with Mango understanding its customers’ needs and
consistently delivering solutions that align with their values and lifestyles.

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5. Reflection

Mango reflects the aspirations and identities of its typical customers.

● Stylish and Independent: Mango customers are seen as individuals who appreciate
effortless style and contemporary trends without being overly flashy.
● Socially Conscious: They value sustainability and quality, choosing brands that align
with their ethical and environmental priorities.
● Modern Elegance: The brand’s image reinforces a sense of grace and sophistication,
appealing to those who see themselves as refined and forward-thinking.

Through its branding and messaging, Mango mirrors the qualities that its audience admires and
aspires to embody.

6. Self-Image

For Mango’s customers, wearing its products enhances their self-perception and confidence.

● Refined and Confident: Customers feel that Mango reflects their personal style and
values, making them look and feel polished and sophisticated.
● Quality-Conscious: By choosing Mango, they see themselves as individuals who
prioritize quality and timeless style over fleeting trends.
● Empowered and Independent: Mango’s focus on inclusivity and diversity resonates
with customers, helping them feel empowered and appreciated for who they are.

This self-image aligns with Mango’s identity as a brand that celebrates individuality,
confidence, and timeless elegance.

Mango’s Brand Identity Prism offers a comprehensive view of its positioning as a modern,
Mediterranean-inspired fashion brand. Through its sleek designs, refined personality, and
sustainable practices, Mango has successfully built a brand that is not only stylish but also
socially and environmentally conscious. This identity resonates strongly with its target
audience, ensuring its place as a global leader in contemporary fashion.

2.4 Brand Identity System: Mango

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Mango’s brand identity system is a carefully curated framework that integrates core and
extended elements to establish a consistent, recognizable, and impactful presence across all
consumer touchpoints. This system plays a crucial role in aligning Mango’s visual
representation, messaging, and overall customer experience with its values and positioning as a
global fashion leader.

Core Identity

The core identity of Mango defines the brand’s essence and remains consistent across all its
operations, regardless of changing trends or market dynamics.

1. Mediterranean-Inspired Designs:
At the heart of Mango’s identity is its Mediterranean heritage. This influence is evident
in its relaxed, elegant, and versatile apparel that reflects the easy sophistication and
warmth of the Mediterranean lifestyle. From flowing silhouettes to earthy tones, the
brand incorporates this essence into every collection.
2. Modern and Minimalist Aesthetics:
Mango’s design philosophy revolves around simplicity and modernity. Clean lines,
understated designs, and neutral color palettes characterize its offerings, appealing to
customers who appreciate timeless elegance and subtle sophistication. This minimalist
approach also extends to the brand’s visual identity, retail environments, and marketing
materials, creating a cohesive and polished image.
3. Focus on Sustainability and Inclusivity:
Mango has woven sustainability and inclusivity into the fabric of its core identity. By
adopting eco-friendly practices, such as using sustainable materials and recycling
initiatives, the brand caters to the growing demand for ethical fashion. Additionally,
Mango celebrates diversity by offering inclusive collections that cater to a wide range of
body types, age groups, and style preferences, ensuring that its designs resonate with a
broad audience.

Extended Identity

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Mango’s extended identity encompasses elements that evolve to keep the brand relevant in a
dynamic market while staying true to its core principles.

1. Seasonal Collections Reflecting Global Trends:

Mango continuously updates its product offerings to align with contemporary fashion
trends. Each season, the brand introduces collections that blend current styles with its
signature Mediterranean and minimalist aesthetic. This adaptability allows Mango to
remain relevant and appealing to its diverse, trend-conscious customer base.
2. Strategic Collaborations with Designers and Influencers:
Mango actively collaborates with renowned designers, influencers, and celebrities to
enhance its appeal and expand its reach. These partnerships not only introduce fresh
perspectives to the brand but also create excitement and exclusivity around its offerings.
For instance, limited-edition collections or co-branded campaigns help Mango
strengthen its connection with existing customers while attracting new ones.
3. Digital-First Initiatives:
In today’s tech-driven world, Mango has embraced digital transformation to enhance its
identity and customer engagement. The brand maintains a strong online presence
through an intuitive e-commerce platform and active social media channels. Mango also
leverages innovative technologies, such as virtual try-ons, personalized
recommendations, and augmented reality (AR) shopping experiences, to provide a
seamless and immersive shopping journey for its customers.

Cohesion Across Touchpoints

Mango’s brand identity system ensures that its visual elements, messaging, and customer
experience are seamlessly aligned, regardless of the medium or platform.

● Visual Cohesion:
The consistent use of neutral tones, minimalist designs, and its sleek logo reinforces the
brand’s modern aesthetic across all channels, from physical stores to online platforms
and marketing campaigns.

18
 ● Messaging Cohesion:
Mango’s communication emphasizes elegance, inclusivity, and sustainability,
maintaining a consistent tone and voice that resonates with its audience globally.
● Customer Experience Cohesion:
Whether shopping in-store, online, or via a mobile app, customers encounter the same
refined and thoughtful experience. From store layouts to user-friendly digital interfaces,
every touchpoint reflects Mango’s dedication to quality and sophistication.

Mango’s brand identity system is a testament to its ability to balance consistency and
adaptability. By integrating its Mediterranean-inspired core values with evolving market trends,
strategic collaborations, and cutting-edge technology, Mango ensures a cohesive and engaging
experience for its customers. This robust identity system not only reinforces the brand’s global
reputation as a leader in contemporary fashion but also positions it for sustained success in an
ever-changing industry.

19
CHAPTER 3

GAP ANALYSIS AND OPPORTUNITY IDENTIFICATION

3.1 SWOT Analysis

Strengths:

1. Mediterranean Elegance:
Mango’s design philosophy is rooted in timeless Mediterranean aesthetics, which
differentiates it from competitors focused primarily on fast fashion or trend-driven
designs.
2. Global Reach:
Mango operates in over 100 countries, offering both physical stores and online shopping
platforms. Its presence in multiple regions provides access to diverse consumer bases.
3. Sustainability Initiatives:
The Committed Collection and use of sustainable fabrics highlight Mango’s focus on
eco-conscious practices, aligning with growing consumer demand for sustainable
fashion.
4. Affordability Meets Sophistication:
Positioned between high street fashion and luxury brands, Mango appeals to consumers
seeking accessible yet premium designs.
5. Diverse Customer Base:
With collections for women, men, and children, Mango caters to a broader demographic
than some competitors.

Weaknesses:

1. Limited Trend Responsiveness:

Unlike Zara’s rapid trend adoption, Mango’s slower design-to-market process hinders its
ability to respond to fashion fads quickly.
2. Inconsistent Marketing Strategy:
Mango’s branding lacks a cohesive narrative, making it less memorable compared to
competitors like Zara (speed and trendiness) or H&M (sustainability).

20
 3. Underdeveloped Digital Features:
While Mango has an online presence, it lags in providing innovative features such as AR
try-ons, AI-driven recommendations, or enhanced virtual shopping experiences.
4. Lack of Iconic Branding:
Mango’s Mediterranean theme is not universally recognized, limiting its potential to
become a globally iconic brand.

Opportunities:

1. Sustainability Demand:
The growing preference for sustainable fashion offers Mango an avenue to expand its
eco-conscious collections and adopt transparent practices.
2. Emerging Markets:
Rapid urbanization and increased disposable income in regions like Southeast Asia,
Africa, and the Middle East create opportunities for Mango to establish a stronger
presence.
3. Athleisure and Activewear Growth:
With consumers prioritizing comfort, introducing athleisure and activewear lines can tap
into this burgeoning market.
4. Technological Advancements:
Investing in AR/VR, blockchain transparency, and AI-powered customization can
elevate Mango’s digital shopping experience.
5. Strategic Collaborations:
Collaborations with influencers, designers, or artists can help Mango reach new
audiences and reinforce its brand image.

Threats:

1. Market Saturation:
Competition from fast fashion (Zara, H&M) and premium brands creates challenges in
differentiating Mango in crowded markets.

21
 2. Economic Volatility:
Global economic instability and inflationary pressures may reduce consumer spending
on mid-market fashion.
3. Environmental Criticism of Fashion:
Despite sustainability initiatives, Mango operates in an industry under scrutiny for its
environmental impact, necessitating constant improvement.
4. Evolving Consumer Expectations:
Rising consumer demand for inclusivity, customization, and convenience could
challenge Mango’s current operational model.

3.2 Gap Analysis

Gap analysis identifies disparities between Mango’s current strategies and market opportunities,
highlighting areas where Mango can improve to strengthen its competitive edge.

Branding Gaps:

1. Underutilization of Mediterranean Identity:

Mango’s Mediterranean-inspired aesthetic is a strong differentiator but lacks consistent
integration into its campaigns and storytelling. Competitors like Zara and H&M are
more successful in reinforcing their brand narratives.
2. Lack of Emotional Connection:
Mango’s marketing does not evoke strong emotional resonance with consumers, unlike
brands like Zara (aspirational trendiness) or H&M (ethical and sustainable values).

Strategic Gaps:

1. Limited Product Line Expansion:

Mango’s portfolio lacks robust collections in high-growth categories like activewear,
athleisure, and adaptive clothing, leaving gaps in appealing to broader consumer needs.
2. Suboptimal Sustainability Integration:
While Mango has sustainability initiatives, they are not as comprehensive or visible as
competitors’ efforts, such as H&M’s Conscious Collection or Zara’s Join Life campaign.

22
 3. Slow Trend Adaptation:
Mango’s slower supply chain processes prevent it from capitalizing on emerging trends
as quickly as fast-fashion giants.

Market Presence Gaps:

1. Underrepresentation in Emerging Markets:

Mango’s penetration in growing economies like India, Southeast Asia, and the Middle
East is lower than competitors, missing opportunities for market expansion.
2. Size Inclusivity:
Mango’s sizing range is narrower compared to brands that cater to diverse body types
and promote inclusivity.
3. Limited Digital Innovation:
Competitors are adopting AR/VR and AI tools to enhance customer engagement,
leaving Mango behind in the digital transformation race.

Recommendations to Address Gaps

1. Strengthen Brand Identity:

○ Reinforce the Mediterranean theme through cohesive visual storytelling,
campaigns, and flagship store designs.
○ Use a consistent tone and imagery across all channels to establish Mango as a
distinctive, aspirational brand globally.
2. Expand Product Lines:
○ Introduce athleisure, activewear, and adaptive clothing to tap into underserved
market segments.
○ Develop limited-edition capsule collections focusing on local cultures to
strengthen connections in emerging markets.
3. Sustainability Leadership:
○ Scale up sustainability initiatives by introducing recycling programs, zero-waste
practices, and circular fashion lines.
○ Leverage transparent reporting and certifications to build trust with
eco-conscious consumers.

23
 4. Enhance Digital Shopping Experiences:
○ Implement AR/VR tools for virtual try-ons and AI-driven personalization for
tailored product recommendations.
○ Develop a mobile app with exclusive features like live shopping events and AI
styling assistants.
5. Improve Supply Chain Agility:
○ Invest in digital supply chain solutions to reduce lead times and improve
responsiveness to fashion trends.
6. Expand Market Presence:
○ Focus on establishing stores and online platforms in emerging markets like India,
Southeast Asia, and the Middle East.
○ Partner with regional influencers and create culturally resonant campaigns to
connect with local audiences.
7. Foster Inclusivity:
○ Launch size-inclusive ranges and adaptive clothing lines to cater to a wider
demographic.

By addressing its branding, strategic, and market presence gaps, Mango can unlock significant
growth opportunities. A focus on sustainability, inclusivity, and digital transformation, coupled
with a reinforced Mediterranean identity, will allow Mango to strengthen its global position and
appeal to evolving consumer preferences.

24
CHAPTER 4

STRATEGIC MANAGEMENT TOOLS

This chapter applies strategic management tools—TOWS Analysis, IE Matrix, and Grand
Strategy Matrix—to assess Mango's current position in the Indian market. By using these
frameworks, we will formulate actionable strategies to optimize Mango’s performance in the
face of internal and external challenges. Detailed analyses of Mango’s strengths, weaknesses,
opportunities, and threats allow us to understand the brand's strategic landscape, and align its
resources for growth.

4.1 TOWS Analysis

The TOWS matrix expands upon the traditional SWOT analysis by integrating internal
strengths and weaknesses with external opportunities and threats. This alignment helps us
identify strategic opportunities for Mango in India, helping the brand leverage its strengths,
address weaknesses, take advantage of opportunities, and mitigate threats. Before diving into
the TOWS Matrix, it’s important to fully understand Mango’s SWOT analysis, which
highlights the internal and external factors shaping the brand's strategy in India.

TOWS Matrix

The TOWS Matrix uses the SWOT analysis to develop strategies that leverage Mango’s
strengths and opportunities, address weaknesses, and mitigate threats. The matrix is divided into
four strategic quadrants: SO (Strengths-Opportunities), WO (Weaknesses-Opportunities), ST
(Strengths-Threats), and WT (Weaknesses-Threats). Below are the strategies for Mango based
on the TOWS matrix:

Opportunities (O) Threats (T)

Strengths SO Strategies: ST Strategies:

(S)

25
1. Expand in metro cities via 1. Differentiation from fast-fashion
premium retail stores: Mango’s competitors: Mango can compete
strong brand equity can help it expand against Zara and H&M by
its presence in metro cities, positioning emphasizing its design quality,
itself as a premium global brand. This superior fabric, and exclusivity. This
will attract middle- and high-income would appeal to Indian consumers
consumers. who prioritize brand prestige over
price.
2. Leverage growing e-commerce:
Mango can increase its market share 2. Strengthen quality perception:
by tapping into India’s rapidly Mango should focus on emphasizing
expanding e-commerce ecosystem, by its superior quality and exclusivity,
selling for exclusive product launches especially in its marketing
and marketing campaigns. campaigns. Building a strong
perception of quality can
3. Offer seasonal collections: Mango
differentiate the brand from local
can develop seasonal and
fast-fashion competitors.
occasion-based collections to capture
the growing fashion consciousness in 3. Adapt pricing models: Mango
urban areas. By focusing on styles could introduce more flexible
tailored to Indian festivals, Mango can pricing strategies, such as discounts
create a stronger connection with and loyalty programs, to attract
Indian consumers. cost-conscious customers and
mitigate economic fluctuations.
4. Enhanced digital presence: Mango
should invest more in digital marketing
and e-commerce platforms to
strengthen its online presence. This
would help counter competition from

26
 local and international players,
including Zara and H&M.

Weaknesses WO Strategies: WT Strategies:

(W)

1. Introduce an affordable 1. Optimize supply chain: Mango

sub-brand: Mango can address its should improve its supply chain
high pricing by introducing a more efficiencies to reduce costs,
affordable sub-brand or a mid-segment minimize stockouts, and improve
range targeted at price-sensitive inventory management. This would
customers. This would help capture a help the brand stay competitive in
larger portion of the market, especially the face of challenges from local
in smaller cities. retailers.

2. Focus on Tier 2 and Tier 3 cities: 2. Diversify sourcing: To mitigate

Mango can expand its physical risks from currency fluctuations and
presence in emerging cities by regulatory challenges, Mango should
adopting franchise models. This would diversify its sourcing strategy to
help the brand tap into a growing urban reduce dependency on a single
consumer base. region and better manage supply
chain costs.
3. Partner with Indian textile
manufacturers: To better align with
local preferences, Mango could partner
with sustainable Indian textile
manufacturers to offer collections that

27
 resonate more with Indian tastes and
sensibilities.

Table No. 2: TOWS Matrix

Tows Matrix:

External Opportunities (O) External Threats (T)

1. Growth of e-commerce 1. Intense competition from
in India fast-fashion brands
2. Increasing demand for 2. Economic fluctuations
premium global brands 3. Regulatory challenges in
3. Expanding urban the retail sector
middle class
4. Potential for expansion
in Tier 2 and Tier 3
cities

Internal Strengths (S) SO ‘Maxi-Maxi’ Strategy: ST ‘Maxi-Mini’ Strategy:

1. Strong global 1. Expand in metro cities via 1. Differentiation from

brand equity premium retail stores fast-fashion competitors
2. High-quality,
trendy apparel 2. Leverage growing 2. Strengthen quality perception
3. Strong online e-commerce
presence
3. Offer seasonal collections 3. Adapt pricing models
4. Loyal urban
customer base

Internal Weaknesses WO ‘Mini-Maxi’ Strategy: WT ‘Mini-Mini’ Strategy:

(W)

1. Relatively high 1. Introduce an affordable 1. Optimize supply chain

pricing sub-brand
2. Limited physical
presence

28
 3. Supply chain 2. Focus on Tier 2 and Tier 3 2. Diversify sourcing
inefficiencies cities
4. Lack of localized
collections 3. Partner with Indian textile
manufacturers

Table No. 3: TOWS MATRIX

4.2 IFE Matrix (Internal-External Matrix)

The Internal-External (IE) Matrix evaluates Mango’s internal factors (strengths and
weaknesses) and external factors (opportunities and threats) by calculating weighted scores.
This matrix helps identify the brand's strategic position and appropriate actions based on its
internal and external environment.

Internal Factor Evaluation (IFE)

Internal Factors Weight Rating Weighted Score

Strong brand equity 0.20 4.0 0.80

High-quality, trendy apparel 0.15 3.5 0.53

Premium pricing issues 0.15 2.5 0.38

29
 Limited physical presence in tier 2,3 0.10 2.0 0.20
cities

Total 1.00 1.91

Table No. 3: IFE Matrix (Internal-External Matrix)

Interpretation: The weighted score of 1.91 indicates that Mango’s internal factors place it in
the “Medium” internal strength category, suggesting that the brand has solid strengths, but also
significant weaknesses that need to be addressed.

4.2.1 External Factor Evaluation (EFE)

External Factors Weight Rating Weighted Score

E-commerce growth in India 0.25 4.0 1.00

Rising preference for global brands 0.20 3.5 0.70

Intense competition from fast fashion 0.20 3.0 0.60

Regulatory and currency risks 0.15 2.5 0.38

Total 1.00 2.68

30
Table No. 4: External Factor Evaluation (EFE)

Interpretation: The weighted score of 2.68 places Mango in the “High” external opportunity
category, indicating a strong external environment ripe for expansion, particularly through
e-commerce and growing demand for international brands.

4.2.2 IE Matrix Positioning

Internal/External High (2.5–4.0) Medium (1.5–2.5) Low (1.0–1.5)

High (2.5–4.0) Growth Strategies Mango’s Position: Grow/Build Harvest or Divest

Medium Hold and Maintain Hold and Maintain Harvest

(1.5–2.5)

Low (1.0–1.5) Divest Harvest Divest

Table No. 6: IE Matrix Positioning

Interpretation: Mango’s position in the “Growth Strategies” quadrant (1.91 IFE score, 2.68
EFE score) suggests that the brand is in a good position to expand in India, capitalizing on its
strengths and the favorable external environment. This indicates that Mango should pursue
strategies that focus on market penetration, product development, and strategic alliances.

31
4.3 Grand Strategy Matrix for Mango

The Grand Strategy Matrix evaluates a brand's competitive position and the growth potential of
its markets to identify suitable strategies. Based on the TOWS and IE Matrix analyses, Mango
resides firmly in Quadrant I due to its strong competitive position and operations in high-growth
markets. Strategies for other quadrants are included for completeness, with clear justifications
for their irrelevance to Mango's current position.

Fig. 2.4: Grand strategy matrix.

4.3.1 Quadrant I: Strong Competitive Position, High Market Growth

Strategy Justification

32
 Focus on market Mango's market penetration strategies have driven strong
penetration in key performance, particularly in the US (e.g., its Fifth Avenue store
regions (e.g., US, becoming a top performer) and India, where local partnerships with
India) Myntra and Ajio enable tailored approaches. These regions are
experiencing significant market growth in premium and fast fashion
segments. Sources: Statista (2023) Global Apparel Growth Analysis,
Mango Annual Report 2023.

Expand eCommerce Mango's eCommerce business accounted for 33% of total revenue in
and integrate 2023 (€1 billion), with a focus on seamless omnichannel integration
omnichannel (e.g., store pickups for online purchases). These strategies enhance
capabilities customer convenience and loyalty. Sources: Vogue Business (2023) on
omnichannel in fashion, McKinsey Digital Report 2023.

Strengthen Mango's "Sustainable Vision 2030" initiative includes using

sustainability efforts eco-friendly materials and promoting circular fashion. While
competitors like Zara and H&M lead in circularity metrics, Mango's
commitment to reducing its carbon footprint gives it a competitive
edge. Sources: BCG Sustainability in Fashion 2023, Mango's
sustainability report.

Why This Quadrant Is Relevant

Mango excels in Quadrant I due to its ability to leverage competitive advantages such as strong
branding, digital transformation, and sustainability in fast-growing markets like Asia-Pacific
and North America. These strategies align with consumer demands and ensure sustained market
leadership.

4.3.3 Quadrant II: Weak Competitive Position, High Market Growth (Irrelevant)

33
 Strategy Justification

Invest in branding for Although Mango's men’s fashion grew by 20% in 2023, it
underperforming categories constitutes a small portion of its overall revenue. Competing in
(e.g., men’s fashion) this segment requires significant investment and branding,
which may dilute focus from core strengths in women's
fashion. Sources: CB Insights Apparel Trends, Mango Annual
Report.

Expand into niche markets Mango’s kids’ and teen apparel grew by 20% but contributed
(e.g., kids’ and teen just 8% to total revenue. Expanding here may not align with
apparel) the brand’s high-growth core segments like women's premium
fashion. Sources: Euromonitor 2023 Apparel Report, Statista
Kids’ Market Data.

Why This Quadrant Is Irrelevant

Mango already dominates high-growth markets with a strong competitive position in its core
categories (women's fashion). Attempting to invest heavily in niche markets or underperforming
categories would divert resources from its leading market opportunities.

4.3.4 Quadrant III: Weak Competitive Position, Low Market Growth (Irrelevant)

Strategy Justification

Divest or downsize Mango has proactively closed underperforming stores in

low-performing physical Europe and reinvested in high-growth regions like the US and
stores Asia. This approach aligns with its focus on profitability in
saturated markets. Sources: Retail Dive 2023, Mango’s
operational reports.

34
 Reallocate resources to Resource allocation to premium collections and eCommerce
high-growth initiatives (e.g., aligns with consumer trends. However, these initiatives are
premium collections, already being implemented and are secondary to its
eCommerce) growth-focused strategies. Sources: Vogue Business 2023.

Why This Quadrant Is Irrelevant

Mango's effective reallocation of resources to high-growth markets eliminates the relevance of

strategies focused solely on saturated, low-growth markets. The brand's proactive divestment of
underperforming stores already mitigates risks in this area.

Quadrant IV: Strong Competitive Position, Low Market Growth (Irrelevant)

Strategy Justification

Leverage branding and Mango maintains strong loyalty in Europe, leveraging premium
premium positioning in collections to compete in this mature market. However, Europe’s
Europe slow growth relative to Asia-Pacific or North America limits the
overall potential. Sources: McKinsey Global Fashion Index 2023.

Focus on operational Mango has achieved operational efficiency by improving logistics

efficiency and cost and becoming debt-free in 2023. While valuable, this focus is less
management dynamic than strategies addressing high-growth markets. Sources:
Mango operational reports, Statista 2023.

Why This Quadrant Is Irrelevant1

While Mango has a strong foothold in India, the region's high growth makes it less significant
for aggressive expansion. Operational efficiency is important but complements growth
strategies rather than driving them.

35
Final Positioning of Mango

Mango firmly resides in Quadrant I, showcasing its competitive position in high-growth

markets through strategies such as eCommerce expansion, market penetration, and
sustainability initiatives. Its proactive approach ensures leadership in growing markets like the
US, India, and Asia-Pacific while sustaining relevance in mature markets. Quadrants II, III, and
IV are less relevant as Mango's current strategies already address these areas effectively or
deprioritize them due to lower growth opportunities.

Based on the TOWS Analysis, IE Matrix, and Grand Strategy Matrix, here are 10 strategic
suggestions for Mango in India, with detailed explanations:

1. Expand Physical Presence in Tier 2 and Tier 3 Cities

Rationale: Mango currently has a strong presence in major metro cities, but its presence in Tier
2 and Tier 3 cities remains limited. Given the growing disposable income and interest in
premium brands in smaller cities, this expansion would tap into a new customer base. Mango
should adopt franchise models to reduce the capital expenditure required for setting up physical
stores in these regions.2

Source: PwC Retail Industry Report, 2023.

2. Introduce an Affordable Sub-Brand for the Mass Market

Rationale: Mango’s premium pricing is a limiting factor in capturing price-sensitive consumers,

especially in Tier 2 and Tier 3 cities. Introducing an affordable sub-brand can help Mango tap
into a larger demographic without compromising its premium image. This sub-brand could offer
stylish, yet budget-friendly clothing options.

Source: The Economic Times, 2023.3

2
3

36
3. Increase Online Presence and E-commerce Integration

Rationale: The e-commerce industry in India is growing rapidly, and Mango has the opportunity
to strengthen its online presence by leveraging platforms like Myntra and Ajio. Exclusive
collections or early access to products for online shoppers could attract tech-savvy millennials
and Gen Z customers who prefer online shopping.

Source: Statista, 2023.

4. Strengthen Collaborations with Indian Designers for Capsule Collections

Rationale: Mango could collaborate with popular Indian designers to create limited-edition
capsule collections that reflect local styles and cultural elements. This would make the brand
more relatable to Indian consumers and differentiate it from competitors like Zara and H&M,
which may not emphasize local sensibilities.

Source: Mint, 2023.

5. Offer Seasonal Collections for Indian Festivals

Rationale: India’s fashion market is highly influenced by festivals and seasons. Mango can
capitalize on this by offering exclusive seasonal collections designed for major Indian festivals
like Diwali, Holi, and Eid. These collections could include festive clothing, accessories, and
special promotions, aligning Mango with local traditions and preferences.

Source: IBEF, 2023.

6. Invest in Sustainable Practices and Eco-friendly Apparel

Rationale: Sustainability is becoming increasingly important to Indian consumers, especially

among millennials and Gen Z. Mango could introduce eco-friendly lines, focusing on
sustainable materials and ethical production processes. Partnering with local sustainable textile
manufacturers could not only align Mango with environmental trends but also resonate with the
growing eco-conscious segment of the Indian market.

37
Source: Business of Fashion, 2023.

7. Leverage Digital Marketing and Influencer Collaborations

Rationale: Mango should strengthen its digital marketing efforts to target India’s young,
tech-savvy audience. Influencer collaborations and social media campaigns could be a powerful
tool to reach new customers. Mango should engage with local influencers and fashion bloggers
to boost brand awareness and credibility in the Indian market.

Source: Economic Times, 2023.

8. Launch Exclusive E-commerce and Store-Only Collections

Rationale: To create a sense of exclusivity and drive both online and offline sales, Mango could
launch limited-edition collections available only on its website or in specific stores. This will
increase foot traffic in physical stores and also encourage online shoppers to explore the full
range of Mango’s offerings.

Source: Statista, 2023.

9. Improve Supply Chain Efficiency and Inventory Management

Rationale: Mango faces challenges with its supply chain and inventory management in India,
which can lead to stockouts and increased operational costs. By investing in better forecasting
tools, data analytics, and inventory management systems, Mango can improve supply chain
efficiency, reduce costs, and ensure products are available to customers when they want them.

Source: McKinsey & Company, 2023.

10. Focus on Brand Positioning and Customer Perception

Rationale: Mango needs to position itself as a high-quality, aspirational brand that offers value
for money, especially in the face of competition from fast fashion brands. Emphasizing Mango’s
superior quality, ethical sourcing, and exclusive collections can help improve brand perception.
Regular consumer feedback and market research should be utilized to refine the brand’s
positioning and marketing strategies in India.

38
Source: Business of Fashion, 2023.

39
CHAPTER 5
DESIGN THINKING TOOLS

5.1 MOOD BOARD

5.2 Mango's User Persona: Indian Female Consumer

1. Persona Name: Aarushi Mehta

2. Demographics:

● Age: 27 years
● Location: Hyderabad
● Occupation: Fashion Buyer
● Income Level: ₹17,00,000 per annum
● Education Level: Postgraduate degree from NIFT

3. Psychographics:

40
 ● Lifestyle:
○ Fashion-forward, globally aware, and socially active.
○ Prefers premium experiences in dining, travel, and shopping.
○ Values self-expression and individuality through fashion.
● Interests:
○ Western fashion trends, luxury lifestyle, and digital platforms for shopping.
○ Active on social media (Instagram, Pinterest, etc.) and influenced by fashion
influencers and celebrities.
○ Interested in sustainability and mindful consumption.

4. Shopping Behavior:

● Preferences:
○ Western wear (e.g., chic dresses, formal wear, and casual essentials).
○ Prefers premium, high-quality products with unique designs.
● Channels:
○ Shops online on Myntra, Mango’s website/app, and other e-commerce platforms.
○ Occasional visits to physical stores in upscale malls for a tactile experience.
● Decision Drivers:
○ Brand trust and international appeal.
○ Frequent style updates and exclusivity in designs.
○ Customer experience and seamless shopping journey (online and offline).

6. Goals and Aspirations:

● Stay updated with global fashion trends.

● Balance professional and personal style with elegance.
● Build a wardrobe that reflects a cosmopolitan and aspirational lifestyle.

Mango's User Persona: Indian Female Consumer

1. Persona Name: Aarushi Mehta

2. Demographics:

41
 ● Age: 27 years
● Location: Bengaluru
● Occupation: Fashion Buyer
● Income Level: ₹18,00,000 per annum
● Education Level: Postgraduate degree from NIFT

3. Psychographics:

● Lifestyle:
○ Fashion-forward, globally aware, and socially active.
○ Prefers premium experiences in dining, travel, and shopping.
○ Values self-expression and individuality through fashion.
● Interests:
○ Western fashion trends, luxury lifestyle, and digital platforms for shopping.
○ Active on social media (Instagram, Pinterest, etc.) and influenced by fashion
influencers and celebrities.
○ Interested in sustainability and mindful consumption.

4. Shopping Behavior:

● Preferences:
○ Western wear (e.g., chic dresses, formal wear, and casual essentials).
○ Prefers premium, high-quality products with unique designs.
● Channels:
○ Shops online on Myntra, Mango’s website/app, and other e-commerce platforms.
○ Occasional visits to physical stores in upscale malls for a tactile experience.
● Decision Drivers:
○ Brand trust and international appeal.
○ Frequent style updates and exclusivity in designs.
○ Customer experience and seamless shopping journey (online and offline).

6. Goals and Aspirations:

● Stay updated with global fashion trends.

42
 ● Balance professional and personal style with elegance.

Build a wardrobe that reflects a cosmopolitan and aspirational lifestyle.

5.3 CUSTOMER JOURNEY MAPPING

Customer Journey Map for Aarushi Mehta

1. Initial Landing & Pop-up Page:

● Action: Aarushi visits mango.com while browsing for new fashion items online. She
sees the pop-up page displaying the Mango logo and is prompted to select her country
(India, in her case).
○ Trigger: Aarushi is looking for a premium, international brand offering chic,
stylish Western wear for her wardrobe.
● Experience:
○ Cookie Policy Notice: Aarushi acknowledges the cookie policy notice.
○ Action: She selects India (IN) as her country and clicks on "ENTER" to proceed.

Fig 3.1: Mango website’s cookie policy.

2. Homepage Navigation:

● Experience:

43
 ○ The responsive design ensures that Aarushi’s mobile device adapts well to the
site.
○ The main menu offers clear access to product categories like Women, New Now,
Winter Looks, and Gift Guide — all of which appeal to her interests in premium,
stylish fashion.
● Behavior:
○ Aarushi is drawn to the Exclusive Category Section, which features
limited-edition collections and fashion-forward trends like New Now.
○ She spends some time looking through the Main Product Categories —
particularly Women, Chic Dresses, Casual Essentials, and Formal Wear.

3. Product Navigation & Filtering:

● Action: Aarushi uses the side menu filters to narrow down her choices:
○ Categories: She selects Chic Dresses, Formal Wear, and Casual Essentials.
○ Filters: Aarushi applies filters for color (preferring neutral tones and blacks) and
sizes (sizes that match her requirements).
● Experience:
○ The dynamic filtering works seamlessly as she browses, but she notices the lack
of an option to adjust the number of products displayed per page, which makes
the scrolling a bit tedious.

4. Search Experience:

● Action: Aarushi wants to search for a specific top for an upcoming event. She uses the
search bar but faces the limitation of no voice search.
○ Behavior: She types “chic black top” but finds that the manual deletion of search
terms is a minor hassle.
○ Search Outcome: After completing the search, she finds some top results, but the
site doesn't suggest products based on keywords or display automatic corrections
for minor typos.
● Experience:

44
 ○ She is happy with the product options that appear, but the lack of search
suggestions or advanced filtering options affects the smoothness of her
experience.

Fig 3.2 :No search bar

5. Product Browsing:

● Action: Aarushi browses through the large product images, noticing the hover zoom
feature and high-quality visuals that make it easy to examine fabric details.
● Experience:
○ Aarushi appreciates the high-resolution product images but finds herself
scrolling through a lot of products due to the large image size.
○ She doesn't mind the real-time filtering as it helps her see updated options, but
it’s difficult to adjust the number of products per page to speed up her browsing.

6. Product Detail Page Experience:

● Action: Aarushi clicks on a chic black top she likes. The product page opens with a large
image as the focal point, showing the top from multiple angles with a zoom feature.
● Experience:
○ Product Information Panel: She sees all the necessary details about the top:
name, price, fabric composition, and the size selection dropdown.
○ She selects her size and clicks on the “Add to Bag” button.
○ She also saves the top to her wishlist for future reference.
○ Additional Features: Aarushi checks the size guide and confirms that the size she
chose is correct.

7. Shopping Cart & Checkout:

● Action: Aarushi adds the top to her shopping cart and proceeds to checkout.
● Experience:

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 ○ While in the shopping cart, she sees a small cart icon showing the number of
items she has selected.
○ Cart Icon Visibility: Aarushi feels that the cart icon is too small to be easily
noticed, so she has to double-check.
○ She proceeds to checkout, entering her payment details securely.
○ She appreciates the secure checkout process and the fact that the website uses
HTTPS for safe transactions.

8. Order Confirmation & Delivery Time:

● Action: After completing the purchase, Aarushi receives an order confirmation email
detailing the product and estimated delivery time.
● Experience: The website’s order confirmation page is clear, and she can easily track her
order status.

9. Delivery Experience:

● Action: Aarushi waits for her order, which is expected to arrive in 20 days for the top to
be delivered.
● Experience:
○ She feels that the delivery time was too long, which causes some frustration.
○ Despite the delay, Aarushi is still excited to receive her product and understands
that it might be due to high demand or logistical reasons.

10. Product Arrival & Satisfaction:

● Action: Aarushi finally receives her chic black top in the mail. Upon unboxing, she is
impressed with the product's quality, fit, and design. The top looks exactly like it did
online.
● Experience:
○ Satisfaction: Aarushi is happy with her purchase, even though the delivery time
was longer than expected.

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 ○ Feedback: She shares her positive experience on Instagram, posting a picture of
herself wearing the top and tagging Mango.
○ Sustainability Factor: Aarushi appreciates the sustainable practices mentioned in
the product’s description, which aligns with her values of mindful consumption.

11. Post-Purchase Experience:

● Action: Aarushi logs into her Mango account to track her purchase history and add more
items to her wishlist.
● Experience:
○ She accesses the wishlist for potential future purchases and updates her
newsletter preferences to stay informed about new collections.
○ Aarushi also subscribes to Mango’s loyalty program for future discounts and
promotions.

12. Customer Engagement:

● Action: Mango sends her personalized email recommendations based on her recent
purchase and browsing history. Brand also have the policy of giving 10% discount on
Newsletter Subscription
● Experience:
○ Aarushi finds these recommendations helpful and is more likely to engage with
them.
○ She continues to follow Mango on Instagram and shares her experiences with her
followers.
○ The Newsletter Subscription offering a 10% discount for signing up is satisfying
to Aarushi, as it provides both a discount and access to exclusive updates.

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 Fig 3.3: 10% discount for signing up to Newsletters.

13. Trust & Loyalty Building:

● Action: After her positive experience with the purchase, Aarushi decides to recommend
Mango to her friends and followers on social media.
● Experience: Aarushi trusts Mango due to the premium product quality, fashion-forward
designs, and seamless online shopping experience.

Usability Issues & Areas for Improvement (Based on Aarushi’s Journey):

1. Search Functionality: Adding voice search and search suggestions could improve the
ease of finding products, especially for customers like Aarushi who are accustomed to
fast, efficient browsing.
2. Product Display Options: Allowing adjustment of the number of products per page
would enhance browsing efficiency.
3. Cart Icon Visibility: Making the cart icon larger would improve its visibility and help
customers easily track their items.
4. Delivery Time: The delivery time could be improved by optimizing logistics to ensure
quicker dispatch and shipping, which would prevent potential dissatisfaction like
Aarushi’s experience.

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Aarushi's experience with Mango's website is mostly positive, especially in terms of product
quality, premium design, and overall shopping experience. However, issues with search
functionality, delivery delays, and cart icon visibility were noted. Despite these challenges,
Aarushi remains satisfied with her purchase and the brand, continuing to engage with Mango
both online and on social media.

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50
 Fig 3.4 : Customer Journey Map for Aarushi Mehta.

5.2.1 Customer Pain Points

Pain Point: Lack of Awareness About Men's Wear at Mango

The customer faced a gap in awareness due to Mango's limited or absent advertising of its
Men's Wear collection. Despite being familiar with Mango's Women's Wear, she was unaware
that the brand also offers a Men's Wear line. This lack of communication led her to shop for her
husband’s shirt from another brand, even though she would have preferred to purchase it from
Mango if she had known about the option.

Impact on Customer Journey:

● Consideration Stage: She only considered Mango for her personal shopping needs,
missing the opportunity to explore its Men's Wear collection for her husband.
● Purchase Stage: She made a separate purchase from another brand for her husband,
reducing her overall shopping experience with Mango.
● Post-Purchase Reflection: Disappointment and frustration upon realizing that Mango
does offer Men's Wear but did not effectively communicate this to customers.

Fig 3.4 : Customer Pain Point: Lack of Awareness About Men's Wear & Kid’s Wear at Mango

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 Fig 3.5 : Dissatisfied Customer

Recommendation to Address the Pain Point:

1. Enhanced Marketing for Men's and Kids' Wear:

○ Run targeted campaigns across social media and e-commerce platforms to
promote Men's Wear and Kids' Wear alongside Women's Wear.
2. Personalized Customer Communication:
○ Use email newsletters or app notifications to inform customers about Mango’s
complete product portfolio, including Men's Wear and Kids' Wear.

By addressing this pain point, Mango can improve customer satisfaction, increase
cross-category sales, and strengthen its brand perception as a one-stop shop for stylish family
fashion.

Customer Disappointment with Mango's Exchange Policy

Step 1: Purchase Decision

● The customer bought a jacket at Mango's Phoenix Mall, Bangalore, during a sale.

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 ● It was intended as a gift for her cousin, but she wasn’t confident about the size.

Step 2: Gifting

● She gifted the jacket to her cousin, only to find out later that the size didn’t fit.

Step 3: Returning to the Store

● She revisited the Mango store to request an exchange for the correct size.

Step 4: Interaction with Sales Executive

● The sales executive was unaccommodating and didn’t actively listen to her concerns.
● They pointed out the “No exchange and no refund” stamp on the bill without offering
any empathy or solution.

Step 5: Frustration with Policy

● The customer felt disappointed, perceiving Mango’s exchange and refund policy as rigid
and customer-unfriendly.

Step 6: Reflection on Experience

● She compared her negative in-store experience with the flexibility offered by online
platforms, which often have more lenient exchange and return policies.
● The experience left her dissatisfied and reconsidering shopping in Mango stores in the
future.

Fig 3.6: Customer Pain Point: Customer Disappointment with Mango's Exchange Policy

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Suggestions:

Mango could improve customer satisfaction by revisiting its exchange and return policies,
especially for sale items. Offering a more flexible return or exchange process, such as a grace
period for size issues, could enhance the overall shopping experience. Additionally, training
sales staff to handle such situations with empathy and offering solutions, rather than just
enforcing policies, would help build trust and loyalty with customers.

5.3 Value Chain Analysis

Successful businesses generate value with every transaction—delivering satisfaction to their

customers and profit to themselves and all their stakeholders. The concept of a value chain
refers to the different business activities and processes involved in developing a product or
providing a service. A value chain can encompass various stages throughout a product or
service’s lifecycle, from research and development to sales and beyond. This idea was
introduced by Michael Porter, a professor at Harvard Business School.

The value chain framework categorizes a company's activities into Primary and Support
functions. Primary activities are directly linked to creating a product or delivering a service,
while support activities enhance these processes, contributing to competitive advantage.
Mango’s value chain in India can be examined through these dimensions as follows:

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 Fig 3.7: Value chain from Harvard Business School

Primary Activities

1. Inbound Logistics

● Raw Material Sourcing: Mango set-up in India procures fabrics and accessories from a
network of both domestic & international suppliers.
● Inventory Management: The company efficiently manages raw material and finished
product storage in both centralized and regional warehouses.
● Supplier Relations: It works closely with textile manufacturers, both in India and other
countries, to ensure timely delivery and high-quality supplies.

2. Operations

● Manufacturing: Production is largely outsourced to third-party vendors in India or

nearby regions to optimize costs and benefit from local expertise.
● Quality Control: Strict adherence to global quality standards is maintained to ensure
consistency, aligning with Mango's premium positioning.

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3. Outbound Logistics

● Distribution Channels: Mango utilizes physical stores, partner retail outlets, and
e-commerce platforms such as Myntra, and its official website to distribute its products.
● Logistics Partnerships: Collaborates with regional logistics providers to streamline
last-mile delivery.

4. Marketing and Sales

● Brand Positioning: Mango is positioned as a mid-to-premium fashion brand targeting

style-conscious consumers.
● Promotional Strategies: The brand leverages digital marketing, social media
campaigns, influencer collaborations, and participation in fashion shows to promote its
offerings.
● Retail Presence: Operates through standalone stores, shop-in-shop formats, and an
Omni-channel approach.
● E-Commerce Focus: Substantial investments have been made to enhance its presence
on online platforms, including its website and third-party marketplaces.

5. Service

● Customer Support: Provides comprehensive online and offline customer service,

including easy returns and exchange policies.
● Loyalty Initiatives: Offers special discounts and programs to encourage customer
retention.

Support Activities

1. Firm Infrastructure

● Operational Framework: A robust operational system in India, underpinned by an

efficient global supply chain.
● Localized Decision-Making: There has been an increasing shift towards
market-specific decisions being facilitated by local management teams.

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2. Human Resource Management

● Retail Workforce: Focuses on recruiting and training staff for customer-facing roles.
● Innovation Teams: Invests in design and development teams to align with evolving
market trends.

3. Technology Development

● Data Analytics: Employs advanced analytics to gain insights into Indian consumer
preferences and behaviour.
● Digital Integration: Enhances its supply chain and e-commerce operations using
advanced technology.

4. Procurement

● Supplier Negotiations: Engages with Indian and global suppliers to procure

high-quality raw materials.
● Vendor Partnerships: Builds long-term relationships with reliable vendors to ensure
consistency in supply.

India-Specific Strategies

● Localization: Mango has gradually been realising the need to tailor certain product lines
to align with Indian preferences, incorporating colours and ethnic-inspired modern
designs.
● Price Sensitivity: Offers competitively priced products targeting its customers while
maintaining an aspirational image.
● Strategic Collaborations: Partners with local e-commerce giants like Myntra to expand
its market reach.

Through these activities, Mango has been endeavouring to effectively balance its global brand
identity while adapting to the unique demands of the Indian market. Further, in recent years,
Mango has adopted a dual sourcing strategy, procuring fashion-forward items from European
manufacturers and essential wardrobe staples from Asian suppliers. This approach allows the

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brand to quickly respond to shifting market trends and effectively manage supply chain
disruptions. Although most of Mango's production is based in Asia, the retailer maintains a
strong presence in Europe, with around 40% of its suppliers located on the continent. This
geographical diversity in its supply chain has been crucial in minimizing disruptions, such as
those caused by shipping challenges through the Red Sea.

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CHAPTER 6

GAP ANALYSIS AND OPPORTUNITY IDENTIFICATION

Gap analysis is a critical tool to identify the disconnects between current market trends and
Mango’s offerings, revealing areas where the brand can innovate or improve. By aligning its
strategies with market demands, Mango can capitalize on emerging opportunities to enhance its
competitive position.

6.1 Analysis of Current Market Trends Versus Mango’s Offerings

Fig. 3.8 : Graphical representation of Sustainable clothing Market by type, 2021 to 2032 in
(USD billions)

The global fashion industry is undergoing transformative changes fueled by shifting consumer
expectations, technological innovation, and a collective focus on sustainability. Mango, as a
prominent player, has made strides to adapt, yet there remain areas for further growth and
alignment with market trends. Below is a detailed analysis of key trends and how Mango
measures up.

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Sustainability and Ethical Practices

● Market Trend:
Sustainability has emerged as a non-negotiable demand among consumers. Shoppers are
increasingly drawn to brands that integrate eco-friendly materials, adopt ethical
manufacturing practices, and actively promote circular fashion through recycling and
reuse. Initiatives such as carbon neutrality and water conservation have become standard
benchmarks for competitive fashion brands.
● Mango’s Position:
Mango has made commendable progress with its Committed Collection, which
incorporates organic and recycled fabrics into its product lines. The brand has set
sustainability goals for the coming years, including increased use of sustainable
materials and improved production standards. However, these efforts are primarily
confined to specific product categories, limiting their overall impact. Greater
transparency about its supply chain practices and scaling sustainability initiatives across
all product lines can enhance Mango's credibility in this space. For example, initiatives
like supply chain traceability and detailed sustainability reports could appeal to
environmentally conscious consumers.

Inclusivity in Fashion

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 Fig 4.1. : Mango completes Violeta integration.
(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

● Market Trend:
Inclusivity has become a driving force in the fashion industry. Brands are expected to
cater to diverse body types, genders, and cultural identities. Extended sizing, adaptive
clothing, and gender-neutral designs are no longer optional but essential for meeting
modern consumer expectations.

● Mango’s Position:
Mango has made strides toward inclusivity, offering extended sizes in its Violeta range
(The company is maintaining the number of models available up to size 54 and
enlarging the rest of the Woman collection to include sizes 32 (XXS) and 46 (XXL)) and
showcasing diversity in its marketing campaigns. Despite these efforts, Mango's
inclusivity initiatives lag behind competitors like ASOS or H&M, which have broader
and more visible offerings. Expanding size ranges across all collections, introducing
adaptive clothing for individuals with disabilities, and incorporating gender-neutral
styles could position Mango as a more inclusive brand.

Digital Integration and Virtual Shopping Experiences

● Market Trend:
The rise of e-commerce and the digital-first shopping experience have created
opportunities for brands to leverage technologies like augmented reality (AR), virtual
reality (VR), and artificial intelligence (AI). Features such as virtual try-ons,
personalized styling recommendations, and live shopping events enhance customer
engagement and drive online sales.
● Mango’s Position:
Mango’s online presence has embraced digital-first strategies, including its e-commerce
platform and mobile app. However, compared to trailblazers like Zara and ASOS,
Mango’s adoption of innovative technologies like AR for virtual try-ons or AI-powered
personalization remains limited. Expanding into these areas can provide Mango a
competitive edge, improving user experience and increasing conversion rates.

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Fast Fashion Versus Timeless Style

● Market Trend:
Fast fashion remains a dominant force in the industry due to its affordability and trend
responsiveness. However, there is a growing demand for timeless, high-quality wardrobe
staples that offer durability and versatility. Many consumers are beginning to prioritize
long-term value over transient trends.
● Mango’s Position:
Mango has successfully positioned itself as a bridge between fast fashion and timeless
style, offering contemporary designs that are both affordable and chic. To further
capitalize on this trend, Mango can amplify its focus on wardrobe essentials, such as
classic blazers, coats, and dresses, emphasizing their longevity and versatility. Marketing
campaigns could highlight the "cost per wear" value of its pieces to appeal to this
audience.

Activewear and Athleisure

● Market Trend:
Athleisure continues to dominate as consumers prioritize comfort, functionality, and
versatility in their clothing choices. The pandemic accelerated this trend, and it has since
evolved into a lasting preference for stylish yet comfortable apparel suitable for both
active and casual settings.
● Mango’s Position:
Mango’s offerings in activewear remain underdeveloped compared to competitors like
Nike, Adidas, and even Zara, which have invested heavily in this segment. By
expanding its activewear line with a focus on stylish, high-quality, and sustainable
pieces, Mango can attract a younger, fitness-oriented demographic. Collaborations with
fitness influencers or trainers could also increase visibility and credibility in this space.

Mango has established a solid foundation by addressing some of the most significant market
trends, such as sustainability and inclusivity. However, there are clear opportunities to expand
and enhance its offerings to align more closely with consumer expectations. Whether through
more comprehensive sustainability initiatives, advanced digital integration, or growth in

62
underrepresented categories like activewear, Mango has the potential to further solidify its
position as a leader in the contemporary fashion market

6.2 Identification of Gaps in the Market That Can Be Leveraged

Identifying market gaps allows Mango to pinpoint opportunities for growth and differentiation.
By addressing these unmet consumer needs, the brand can strengthen its position in the
competitive fashion landscape. Based on the earlier analysis of current trends and Mango’s
offerings, here are the key gaps that represent strategic opportunities:

1. Broader Sustainable Collections

Identified Gap: While Mango’s Committed Collection reflects its commitment to

sustainability, its scope remains limited to specific product categories like apparel. Accessories,
footwear, and other product lines are largely untapped opportunities for expanding sustainability
efforts.

Opportunity: Develop sustainable collections across all categories, including accessories,

handbags, footwear, and even home textiles, ensuring a cohesive approach to
eco-consciousness.
Introduce services like repair programs and resale platforms (e.g., second-hand Mango
products) to promote circular fashion and encourage responsible consumption.
Incorporate 100% eco-friendly packaging across all product lines to enhance its sustainability
credentials.

Impact: These steps will position Mango as a sustainability leader in the fast fashion sector,
appealing to environmentally conscious consumers who seek ethical shopping options.

2. Enhanced Size Inclusivity

Identified Gap: Although Mango has introduced extended sizing through its Violeta line, the
offerings are not comprehensive across all collections. Furthermore, adaptive fashion for
individuals with disabilities remains an overlooked category.

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Opportunity: Expand size inclusivity across the entire product portfolio, including petite, tall,
and extended sizes, to cater to diverse body types.

Introduce adaptive clothing lines with features like adjustable closures, sensory-friendly fabrics,
and easy-to-wear designs to serve individuals with disabilities—a largely underserved market.
Promote these initiatives through campaigns that celebrate body positivity and inclusivity.

Impact: Enhanced inclusivity will help Mango build a reputation as an accessible, diverse
brand while increasing its market share by tapping into underserved consumer segments.

3. Tech-Driven Shopping Innovations

Identified Gap: While Mango has a strong online presence, its use of advanced technologies
like augmented reality (AR), artificial intelligence (AI), and blockchain is minimal compared to
competitors.

Opportunity: Integrate AR features for virtual try-ons, allowing customers to visualize clothing
and accessories online before purchasing.
Use AI-powered tools for personalized styling recommendations and curated shopping
experiences.
Adopt blockchain technology to enhance supply chain transparency, allowing customers to trace
the journey of their products from source to store.
Introduce virtual fitting rooms in physical stores to bridge the gap between online and offline
experiences.

Impact: These innovations will appeal to tech-savvy consumers, improve customer satisfaction,
and boost online and offline sales.

4. Expansion into Athleisure and Activewear:

Identified Gap: The athleisure segment remains underdeveloped in Mango’s portfolio, despite
its growing popularity as a versatile and lifestyle-driven fashion category.

Opportunity: Create a dedicated Activewear Line with stylish, functional, and sustainable
designs, focusing on both performance and leisurewear.

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Include items such as yoga sets, running gear, and casual activewear that align with Mango’s
contemporary aesthetic.
Collaborate with fitness influencers and trainers to promote the new collection.

Impact: Expanding into this category will allow Mango to tap into a lucrative and growing
market segment, particularly among younger demographics and fitness enthusiasts.

5. Localized Collections for Emerging Markets

Identified Gap: Mango’s collections are predominantly designed for Western markets, which
may not fully align with the preferences of emerging regions like India, Southeast Asia, and
Africa.

Opportunity:
Develop region-specific collections tailored to local cultural aesthetics, seasonal preferences,
and pricing sensitivities. For instance:
In India, focus on vibrant colors, ethnic prints, and lightweight fabrics.
In Southeast Asia, introduce breathable, tropical-weather-friendly designs.
Collaborate with local designers to create exclusive collections that resonate with regional
audiences.

Impact: This strategy will help Mango build a stronger presence in these high-growth markets
while enhancing brand relevance and customer loyalty.

6. Storytelling and Transparency

Identified Gap: Consumers increasingly value brands that offer transparency and engage in
meaningful storytelling about their products, production processes, and sustainability efforts.
Mango has room to strengthen its narrative in these areas.

Opportunity: Share detailed stories about the artisans, materials, and sustainability initiatives
behind each product.
Publish transparent supply chain reports to build consumer trust and showcase ethical
production practices.
Incorporate storytelling into digital campaigns, showcasing the journey of Mango products from
concept to creation.

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Impact: Stronger storytelling will foster deeper connections with customers and enhance
Mango’s reputation as a purpose-driven, ethical brand.

7. Collaborations with Emerging Designers

Identified Gap: Mango has yet to fully explore collaborations with emerging designers and
influencers who champion sustainability, inclusivity, or cultural diversity.

Opportunity: Partner with up-and-coming designers to launch capsule collections that reflect
unique perspectives and innovative designs.
Collaborate with influencers who resonate with Mango’s values to amplify its reach and attract
younger audiences.

Impact: Such collaborations can refresh Mango’s image, bring innovative designs to its
offerings, and help the brand stay culturally relevant.

Conclusion
These identified gaps represent opportunities for Mango to enhance its market position and
appeal to evolving consumer needs. By addressing these areas, Mango can achieve sustainable
growth, attract a broader audience, and differentiate itself in an increasingly competitive fashion
landscape.

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CHAPTER 7
COMPETING BRANDS RESEARCH

7.1 Competitor Analysis

Fig. : Fashion to Price Segment Graph.

(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

Competitor analysis is vital to understand Mango's positioning and competitive edge in the
global fashion industry. A detailed examination of its primary competitors—Vero Moda, Gap,
H&M, and Zara—provides valuable insights into their strengths, weaknesses, and strategies.
This analysis also reveals actionable opportunities for Mango to refine its market approach.

7.1 Vero Moda

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 Fig.6.1 : Logo of Vero Moda.
(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

● Brand Overview:
Part of the Bestseller Group, Vero Moda specializes in stylish, affordable fashion aimed
at young women. Known for its trendy designs, the brand has established a global
high-street presence by offering accessible price points and youthful collections.
● Strengths:
○ A strong emphasis on fresh, trend-driven designs that appeal to a younger,
fashion-forward audience.
○ Competitive pricing makes the brand attractive to budget-conscious customers.
○ Extensive global distribution, particularly in Europe and emerging markets,
ensures widespread accessibility.
● Weaknesses:
○ Limited focus on sustainability, with fewer initiatives compared to competitors
like H&M or Mango’s Committed Collection.
○ Narrow target demographic, primarily focusing on young women, which restricts
potential growth into other market segments.
● Opportunities for Mango:
Mango can capture eco-conscious consumers by emphasizing its inclusivity and
sustainable practices. Its gender-neutral and timeless designs position it as a more
versatile choice than Vero Moda’s narrowly focused offerings. Additionally, Mango’s
sustainability messaging can resonate with environmentally aware customers who may
view Vero Moda as lagging in this area.

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7.2 Gap

Fig.6.2 :Logo of GAP.

(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

● Brand Overview:
An iconic American retail giant, Gap is synonymous with high-quality basics and
timeless casualwear, particularly its denim. The brand appeals to those seeking
simplicity, comfort, and durability.
● Strengths:
○ Renowned for its premium basics and denim expertise, offering customers
reliability and quality.
○ Strong market presence in North America and a well-established digital retail
strategy.
○ Expansion into activewear through its Athleta brand has strengthened its
foothold in the growing athleisure market.
● Weaknesses:
○ Struggles with brand relevance and appeal among younger, trend-focused
audiences.
○ Minimal focus on high-fashion and cutting-edge design, which limits its
competitiveness in the fast-fashion segment.
● Opportunities for Mango:
Mango can attract younger, trend-conscious customers by offering contemporary styles

69
 infused with timeless Mediterranean elegance. By expanding its activewear and basics
lines, Mango could also compete directly with Gap in casualwear and athleisure while
maintaining its aesthetic appeal.

7.3 H&M

Fig 6.7 . :Logo of H&M.

(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

● Brand Overview:
A leader in the fast-fashion industry, Swedish giant H&M caters to a broad audience by
offering affordable, on-trend apparel. With its extensive product range and strong focus
on sustainability, H&M dominates global retail markets.
● Strengths:
○ Comprehensive product offerings, including basics, fast-fashion pieces, and
premium lines like COS and the Conscious Collection.
○ Global reach with both physical stores and a robust e-commerce platform.
○ Well-established sustainability initiatives, such as garment recycling and
eco-friendly collections, resonate with environmentally conscious consumers.
● Weaknesses:
○ Criticism over the environmental impact of its fast-fashion model, which may
deter eco-conscious shoppers.
○ Oversaturation in some markets could dilute the brand’s exclusivity and impact
its perceived value.
● Opportunities for Mango:
Mango can position itself as a premium yet accessible alternative by blending timeless

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 design with sustainability. By targeting a slightly more upscale demographic, Mango
could differentiate itself from H&M’s mass-market approach while enhancing its appeal
through Mediterranean-inspired designs.

7.4 Zara

Fig.6.4 :Logo of H&M.

(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

● Brand Overview:
As part of the Inditex Group, Zara is a pioneer in fast fashion, renowned for its ability to
swiftly translate runway trends into retail products. Zara is synonymous with style,
speed, and premium retail experiences.
● Strengths:
○ Industry-leading speed in adapting trends and getting new designs to market,
giving it a competitive edge in fast fashion.
○ Exceptional in-store experience and visual merchandising that enhance its
premium brand perception.
○ Balanced offerings of trend-focused and timeless wardrobe staples.
● Weaknesses:
○ Limited transparency in sustainability and ethical sourcing practices, which
could alienate socially conscious consumers.
○ Intense competition and market saturation in urban areas may limit growth
potential.
● Opportunities for Mango:
Mango can distinguish itself by highlighting its Mediterranean heritage, sustainability

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 efforts, and timeless appeal. While Zara prioritizes trend-driven designs, Mango could
focus on longevity and quality, attracting consumers who value durable, stylish
wardrobe investments.

Brand Key Strengths Key Weaknesses Mango’s Opportunity

Vero Trendy, youthful Limited sustainability Enhance inclusivity and

Moda designs; affordability. focus; narrow sustainability initiatives.
demographic.

Gap Durable basics and Struggles with youth Expand timeless basics and
denim expertise. appeal; limited activewear offerings.
high-fashion.

H&M Diverse product range; Criticism of fast fashion; Focus on premium appeal
eco-friendly lines. lacks exclusivity. with sustainability.

Zara Fast trend adaptation; Limited transparency; Emphasize Mediterranean

premium in-store urban market saturation. identity and timelessness.
design.

Table: Comparative Analysis Table

Conclusion

Mango operates in a highly competitive market dominated by established brands with unique
strengths. However, its distinct identity—anchored in Mediterranean elegance, timeless design,
and sustainability—sets it apart. By addressing identified gaps, such as sustainability expansion,
inclusivity, and digital innovation, Mango can strengthen its market position against competitors
like Zara and H&M, while also appealing to eco-conscious and style-driven consumers.

7.2 Benchmarking

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 Fig.7.1 : Icon of Benchmarking.
(Image Source: https://images.app.goo.gl/MoZS49c9pDQbss268)

Benchmarking is a critical process that enables Mango to identify best practices from its
competitors and implement strategies to enhance its operations, branding, and market
positioning. By analyzing the strengths, innovative approaches, and market strategies of
competitors such as Vero Moda, Gap, H&M, and Zara, Mango can adopt targeted initiatives to
solidify its competitive edge and align its offerings with consumer demands. Below is an
elaboration of these insights and their potential applications for Mango.

1. Vero Moda: Best Practices and Insights

● Youth-Focused Marketing:
Vero Moda excels at capturing the attention of younger demographics through its
collaborations with influencers and vibrant social media campaigns. Its ability to create
relatable and aspirational content makes it a go-to brand for young, trend-driven
consumers.
● Affordable Pricing Model:
The brand positions itself as a fashionable yet affordable option, offering customers
access to stylish clothing without compromising their budget.
● High-Street Retail Presence:
By focusing on urban, high-traffic locations, Vero Moda ensures its visibility among
shoppers in key retail hubs, which enhances footfall and brand recall.

Takeaways for Mango:

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 ● Mango should enhance its youth appeal through collaborations with influencers who
embody Mediterranean elegance and sustainability values.
● Launch limited-time, trend-driven collections to appeal to younger, price-sensitive
shoppers.
● Prioritize prime urban retail locations to boost Mango's accessibility and align with its
image of affordable luxury.

2. Gap: Best Practices and Insights

● Quality Basics:
Gap’s reputation for producing high-quality wardrobe staples, particularly in denim and
casualwear, reinforces its identity as a reliable choice for timeless pieces.
● Focus on Digital Retail:
Gap has successfully embraced e-commerce through personalized shopping experiences,
exclusive online collections, and a focus on ease of navigation.
● Sustainability Integration:
Gap’s waterless washing techniques for denim and commitment to sustainable sourcing
highlight its alignment with consumer preferences for eco-friendly practices.

Takeaways for Mango:

● Introduce a dedicated "Essentials by Mango" line featuring durable and versatile

wardrobe basics, designed with Mediterranean-inspired aesthetics.
● Expand Mango’s digital footprint by introducing features like AI-powered personalized
styling and exclusive online collections.
● Showcase Mango’s sustainability initiatives through measurable actions such as
water-saving technologies, upcycled fabric lines, and garment recycling programs.

3. H&M: Best Practices and Insights

● Broad Product Range:

H&M caters to diverse segments, offering everything from fast-fashion and affordable

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 basics to premium collections under its COS brand, thereby capturing a wide audience
base.

● Sustainability Campaigns:
H&M leads the fast-fashion market in eco-conscious efforts, including its Conscious
Collection and garment recycling program, which have resonated strongly with
environmentally aware consumers.

● Global Accessibility:
A seamless omnichannel presence—combining a wide physical store network with a
strong e-commerce platform—ensures H&M’s accessibility in almost every market.

Takeaways for Mango:

● Expand product diversity to include a range of offerings like sustainable collections,

premium essentials, and seasonal capsule lines.
● Highlight sustainability milestones in marketing campaigns, such as carbon footprint
reductions and sustainable fabric usage, to appeal to eco-conscious consumers.
● Refine omnichannel strategies, such as integrating “click-and-collect” services and
augmented reality (AR) store experiences, to enhance the shopping journey.

4. Zara: Best Practices and Insights

● Speed-to-Market:
Zara’s hallmark is its ability to quickly adapt runway trends into retail-ready collections
within weeks, maintaining a constant stream of new offerings.

● Store Design and Visual Merchandising:

Zara’s clean, minimalist store designs and sophisticated visual merchandising elevate the
shopping experience, positioning the brand as high-fashion yet accessible.

● Customer Feedback Utilization:

Zara’s use of real-time customer feedback to refine products and manage inventory
ensures its collections remain relevant and desirable.

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Takeaways for Mango:

● Invest in agile manufacturing processes to accelerate Mango’s ability to deliver

trend-driven collections without compromising quality.
● Design stores that reflect Mango’s Mediterranean heritage with open, airy layouts and
warm tones to create a welcoming and premium atmosphere.
● Leverage real-time customer data to adjust designs and inventory, ensuring that Mango
stays aligned with consumer preferences.

Key Best Practices Across Competitors

1. Customer-Centric Innovation:
Competitors like Zara and H&M use customer insights to refine products and enhance
the shopping experience. Mango can adopt advanced analytics and customer feedback
systems to tailor its offerings.

2. Sustainability Integration:
Competitors emphasize eco-consciousness at every level, from production to marketing.
Mango can deepen its sustainability commitments with transparent reporting, zero-waste
policies, and expanded recycling initiatives.

3. Omnichannel Excellence:
Competitors like H&M and Gap deliver seamless integration of physical and online
retail. Mango can introduce innovative omnichannel features like AI styling, virtual
try-ons, and interactive store displays.

4. Strategic Partnerships:
Collaborations with designers, influencers, and sustainability leaders are pivotal for
competitors. Mango can engage in similar partnerships to enhance brand visibility and
appeal.

5. Localization:
Tailoring collections to regional tastes has proven successful for H&M and Zara. Mango

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 can develop region-specific lines for markets like Southeast Asia, India, and the Middle
East, incorporating local cultural influences.

In Summary

By benchmarking against competitors, Mango can refine its strategies to capitalize on its unique
Mediterranean elegance, sustainability initiatives, and premium positioning. Incorporating these
best practices will not only enhance Mango’s market competitiveness but also solidify its
identity as a brand that delivers timeless style with modern sensibilities.

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CHAPTER 8

INNOVATIVE SOLUTIONS AND STRATEGIES

1. Mango needs to adapt its clothing strategy to respond to the unpredictable weather
patterns driven by climate change. Traditionally, the fashion industry followed strict
seasonal cycles, but as global warming and such factors causes more erratic temperature
shifts, Mango too needs to focus on creating versatile clothing that can cater to a range
of climatic conditions, as is already being contemplated and implemented by other
brands.

2. The brand needs to recognise the importance of meeting customers' immediate needs,
rather than sticking to the traditional seasonal calendar. Previously, stores would quickly
stock up on winter clothes right after summer, but now consumers are looking for items
suited to the current weather. With many regions experiencing unexpected warm spells
and increased rainfall, Mango too is noticing a change in customers' clothing
preferences. For example, there is a growing demand for lightweight trench coats in
major cities, reflecting a trend toward seasonally adaptable clothing.

3. Mango has already initiated steps towards some of these factors e.g. it has launched
men's apparel made from "performance" fabrics designed to improve breathability and
sweat management in hot weather. It needs to work more and more on similar strategies
in order to be in accordance with the changing times.

4. Another very important factor is that the post-COVID landscape, coupled with
geopolitical instability, climate-related events, and unexpected incidents like the recent
Red Sea crisis, has placed considerable strain on global supply chains. As a result,
companies are increasingly looking to adjust their global supply chains to minimize risks
and ensure the security of supply chains. In light of the geopolitical and global pandemic
challenges highlighted by the COVID-19 crisis, the Israeli-Hamas conflict, and Russia’s
war against Ukraine, etc., businesses are turning to strategies such as supplier
diversification to enhance resilience. Additionally, near-shoring is being explored as a
means to bring production closer to end markets, which can reduce lead times, inventory

78
 levels, and ultimately carbon emissions. Mango too can take a cue for optimising its
Indian operations and benefit from these on-going shifts in supply chain strategies.

5. Further, though Mango is already investing in technological advancements to stay

competitive in the retail sector, it doesn’t seem to be having an edge over its competitors
in this realm. Artificial intelligence (AI) plays a key role in monitoring social media
trends and analysing consumer data to shape product development. Effective AI
platforms aid the endeavours of designers and boost creativity. Going for the cutting
edge AI assistance is highly effective in trend forecasting and driving innovation. Mango
too has been aware of the significance of AI and needs to take a more holistic approach
towards utilising AI as an essential tool in a brand’s efforts to stay aligned with global
trends and consumer preferences, helping to inform strategic decisions and encourage
innovation in the rapidly changing fashion industry.

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CHAPTER 9

CONCLUSION

The analysis of Mango’s brand identity, market strategies, and operational strengths reveals a
brand poised for growth but with areas requiring strategic refinement. Mango’s foundation lies
in its Mediterranean-inspired aesthetics, commitment to sustainability, and accessibility as a
premium yet affordable fashion brand. By leveraging its global reputation and strong digital
presence, Mango has achieved notable success in international markets. However, the study
highlights critical areas for improvement and strategic opportunities for innovation.

Key Insights

1. Brand Identity
Mango’s Mediterranean heritage and minimalist elegance are unique differentiators.
However, the brand needs to integrate these elements more consistently across its
campaigns to enhance global recognition and emotional resonance.
2. Market Presence and Strategy
While Mango has a robust presence in metro regions, its penetration in Tier 2 and Tier 3
cities remains limited, especially in emerging markets like India. Expansion into these
areas, combined with a localized product approach, can unlock significant growth.
3. Product Diversification
Categories like athleisure, activewear, and adaptive fashion remain underdeveloped.
Expanding these offerings can align Mango with modern consumer demands and drive
broader demographic appeal.
4. Sustainability and Inclusivity
Mango’s sustainability initiatives, though commendable, lack the scale and visibility of
competitors like H&M or Zara. A stronger emphasis on transparency and eco-friendly
practices can reinforce its appeal among environmentally conscious consumers.
Similarly, increasing size inclusivity and adaptive clothing lines can foster broader
customer engagement.

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 5. Digital Transformation
Enhancing digital features, including AR/VR shopping tools, AI-driven personalization,
and blockchain for transparency, can elevate Mango’s e-commerce platform and
customer experience.

Final Thoughts

Mango has a solid foundation as a contemporary fashion brand with global appeal. By
addressing identified gaps and leveraging strategic opportunities, it can further strengthen its
competitive position. A focus on innovation, inclusivity, sustainability, and localization will
ensure Mango remains relevant in an evolving global market. This integrated approach will not
only enhance its market presence but also solidify its reputation as a forward-thinking and
customer-centric brand.

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