Comparative

Study Of
FASHION BRAND
MANAGEMENT

Mango & AND

Prepared By 
Aditi Gogia, Mansi Agrawal, Navin Kumar,
Palak Goel, Reetika Gupta & Twinkle Sukhija

Under the Guidance of Pratik Ghosh

 Brand MANGO is an international fashion franchises that designs,

Introduction
manufactures and markets women’s and men’s apparel and

accessories. Today, it has over 13,456 employees with total of

2,731 stores in 105 countries worldwide.

MANGO is a Spanish Clothing and  manufacturing  company,

founded in  Barcelona, (Spain) by brothers  Isak Andic  and

Nahman Andic, in 1984 and is today one of the leading

fashion groups in the world.

The company has its at Headquarters in Palau Solità i

Plegamans (Barcelona). Mango's biggest market is Spain

but Istanbul, Turkey, has the largest number of Mango stores.

The MANGO concept is based on an alliance between a

quality product, with an original design and a coherent and

unified brand image. Dressing the modern, urban women for

her daily needs is the formula the brand has analysed,

adapted and applied in all the countries in which MANGO is

present: it has been and remains one of the keys to its

commercial success and international prestige.

 Brand History
In 1984 Mango opened its first shop on the Paseo de Gracia (Barcelona). A year later, the company had

five outlets in Barcelona and from this point on, with the opening of a shop in Valencia; it began its

expansion in the domestic market. What was initially a small team had begun to grow: by 1988, the

company had 13 sales outlets in Spain.

In 1992, the company took its first steps outside the domestic market with the inauguration of two stores in

Portugal. The following year, the company opened its 100th store in Spain and, two years later, the

business management system, based on specialized and co-ordinate teams, was successfully introduced -

and is still in place today.They can differentiate between two stages in the history of their company: In

the first, from 1984 to 1995, Mango gradually gained a greater knowledge of the business and

consolidated the product and store concept, and implemented the Just in Time philosophy in the

distribution area, obtaining a certain critical mass on the Spanish market.In the second stage - from 1996

to the present, they have reinforced the values of the team and increased their investment in a new

concept of complete logistics based on speed, information, and technology. During this stage, they have

opened bigger stores and increased the rate of store openings in other countries.
 Ochre and Black Private Limited is one of India’s leading

Brand fashion houses today. The company owns and operates two

Introduction
brands each with their own distinct identity. AND with its line

of chic contemporary western wear for women; Global Desi, a

vibrant and free-spirited brand of boho-chic ensembles.

Today, Ochre and Black has a widespread reach that extends

not just across the country, but beyond the borders as well.

Within India, the network includes above 900 points of sale

with more than 210 exclusive brand stores and over 690 multi-

brand large format stores. Globally, Ochre and Black marked

its first international presence in Mauritius in 2013 with Global

Desi.

In April 2015, the company shifted its headquarters to the

serene, green hills of Rabale in Navi Mumbai. The new,

ergonomically-designed building is a reflection of everything

that the company stands for and believes in. Earth-friendly,

animal-friendly, work-friendly—the special architecture of this

green space uses air, water and sunlight in the most efficient

and economical manner, creating a work environment that is

completely in sync with the natural environment.

 Anita Dongre
Dongre started designing clothes in 1995, when she

started supplying to stores such as Benzer in Mumbai. Her

inspiration for creating affordable fashion is the iconic

Giorgio Armani. Dongre had her first visit to Italy, way

back in the early nineties when she was in her mid-

twenties. The highlight of journey was a visit, to the

Georgia Armani store in Milan. "I became an instant fan of his styles and cuts, and I was all the more

fascinated at the way he had succeeded in making not just fashion for the rich and the famous but also

for the average upper-middle class with equal ease., she says.

All that Dongre could afford those days was an Armani belt, but when she walked out of the store, she

had made up her mind to go back to India and create a brand for women. The idea was to take high

fashion to the doorsteps of the common Indian woman, just like Giorgio Armani ensured his premium

brand was made available across Europe and the US by opening a large number of stores. "The thought

which crossed my mind when I saw Giorgio Armani's clothes was that if he could make fashion mass in

Europe, why can't we do it in India," says Dongre.

 Journey of
Brand Building
She, along with sister Meena Sehra and brother Mukesh Sawlani, founded the House of Anita Dongre

(previously AND Designs India Limited) in 1995, and subsequently, with the launch of each brand,

addressed a certain vacuum within the Indian fashion industry. AND caters to young Indian women

experimenting with western outfits at a time when options were limited to international brands. Nearly a

decade later, with Global Desi, she offered a contemporary fusion of ethnic and western wear. Her 2013

bridal line dismantled tradition, making lehengas lighter and adding pockets to the design.

The designer started Grassroot, her sustainable luxury prêt-à-porter brand, in 2015. With it, Dongre put

herself firmly behind reviving artisanal crafts and offering craftspeople livelihoods. Largely

incorporating  aari,  soi  and  bharatkaam  embroidery styles, she works with around 600 artisans through

Ahmedabad-based Self-Employed Women’s Association (SEWA), one of the numerous NGOs she

collaborates with.

Her fashion house also became a member of the Sustainable Apparel Coalition, a global alliance for

textile, apparel and footwear industries to promote sustainable production processes.

Growth of the Spanish fashion brand Mango has reported a record year of revenues partly due

Brand to strong growth in online sales amid its ongoing transformation.Full-year revenues

at the company increased by 6.3 percent to a record 2.37 billion euros in 2019,

compared to 2.23 billion euros in fiscal 2018.The increase in sales comes as the

company significantly improves its profitability.

Mango’s EBITDA surged by 43.7 percent to 194 million euros in 2019,

compared to 135 million euros the year before. The company made a gross

profit of 41 million euros.

By channel, online sales, which now represent 23.7 percent of total group

turnover, surged by 26.7 percent to 564 million euros. The Mango webpage

received more than 600 million visits in the period, with 80 percent of those

via mobile devices.

Physical stores achieved comparable growth of 5.5 percent in the period,

which Mango considered “a very positive result given the evolution of the

market.” In absolute terms, the company closed the financial year with 2,188

stores - 5 more than the previous year - and with a selling space of 803,000

square metre - 1 percent less than in 2018.

(HUGHES, 2020)
 Year of Sales
By geographical regions, the international activity of the

group remained at 77 percent of total turnover, while its

home Spanish market, its main sales market, represented

23 percent.By business lines, Man, Kids and Violeta

accounted for 18 percent of sales. Mango noted that

Mango Man was a particularly strong performer, growing

20 percent in 2019 and achieving a turnover of over 200

million euros.

Toni Ruiz, Mango’s CEO said in a statement: “2019 has been an extraordinarily satisfactory year, in which we

achieved the highest sales figure in our history and we have obtained the largest increase in profit in a single

financial year. These excellent figures are the result of the effort and the great work of all of us who form

part of Mango and will allow us to continue to build the company we want to be in the future".

“Our financial situation is better than it has been for many years. Today we are able to repay all the debt the

company generates in a single year. Our goal is to continue reducing it, but without renouncing projects that

will increase our profitability.”

(HUGHES, 2020)
Growth of the
Brand
After enduring years of struggle and hardships,

Anita Dongre’s fashion business, House of Anita

Dongre, plays in the major leagues now. Renowned

for its ‘AND’ fashion brand, the business has grown

from two sewing machines to employing over 2,700

people directly, and thousands more indirectly.

House of Anita Dongre has retail sales estimated to log in at ₹725 crore for FY 2019-20, after hitting ₹675
crore the last fiscal year.

“I started my business in 1995 with just two sewing machines and a loan from my father. My sister and I would

work out of a small, 300 square foot area and make western outfits for women,” she tells SMBStory in an

exclusive interview.Its retail turnover was Rs 800 crore in 2019-20, she further added".

At House of Anita Dongre, each brand was built to serve a purpose and constantly evolve with its customers. 

A part of this vision is to expand the global footprint and bring Indian craftsmanship the spotlight it deserves

on the global stage. (MANSUR, 2020)

COMPARATIVE GROWTH & SALES
OF MANGO & AND
 LOGO
The company, which has continued to adapt its logo in according to

its own requirements and trends since it was founded in 1984, has on

this occasion gone for a cleaner and simpler type face, while

maintaining the DNA of the brand at all times.

This new logo represents the values of the brand, such as its unique

style, originality and femininity, and is adapted to the style of the

MANGO'S NEW LOGO (ABOVE),
COMPARED TO THE OLD ONE
Mango woman of today.
(BELOW)

In order for it to endure over time and not suffer changes in fashion, Mango has taken the most illustrative

aspects of the former logo, based on mecano parts and in which the "o", for example, was similar to a

screw head, taking as a reference a simple, discreet and solid type face. This new graphic image, which

has already been used in brand’s fashion show in Paris, will gradually be incorporated in all the brand’s

materials.
 LOGO
The signature ‘Hatthi’ logo (the Anita Dongre elephant) is an

embodiment of the core values of this fashion house which includes

gentle, strong and majestic vegetarian beings which is reflected in its

products.

AND represents that the brand belongs to the House of Anita Dongre

targeted at young, goal driven women looking for contemporary wear.

The typography and the logo represents the same minimalistic design.

AND’, a brand from Anita Dongre, works towards Sustainable clothing, celebrating stories of women working

towards a better future under the programme AND IMPACT. To resonate with the brand’s minimalistic

character we’ve used a typographical play to bring out the right weightage to IMPACT along with AND. A

stout, san serif font with distinct characteristics was juxtaposed against the minimal tall type of AND. Visual

design is more about the negative space that allows one’s eye to flow around the forms than the forms itself.

This principle was used rightly to create an identity that deemed fit the parent brand well.
 TAGLINE

WHAT SHOULD I Vs
WEAR,
URBAN WOMEN AND
FASHION FOR THE
YOUNG
GLOBAL STYLE,
INDIAN THREADS
Comparison of 4Ps for
Mango and AND

Vs
 PRODUCT CATEGORIES
1. PRODUCT - MANGO
OF MANGO
Mango provides high to medium quality clothing

for its customers. Mango is a brand which

produces clothes and accessories for every

MANGO KIDS

MANGO WOMAN
person who has a knack for wearing fashionable

stuff and look trendy.

Mango is one of the leading brands in the

industry; they have constantly inculcated creativity

and have followed all the latest trends in the

market in producing their clothes. Mango has

MANGO MAN
absolutely everything that a person would require

ranging from clothes to accessories. They even

have clothing for all types of occasions ranging

from formal wear to party wear casuals etc.

Mango has a separate section for young teenage

boys and girls to have their own fashionable

trendy clothes in the fashion market.

 PRODUCT CATEGORIES OF
1. PRODUCT - AND
AND
The clothes made by AND ready to wear are made for every size group from

18 to 35 age group because they intelligently identified their target market

audience. The brand presents the Indian ethnicity as well as has adapted to

the western designs very well in their clothes. For one dress they have

different options, For example: for single top they could find three types in

single top like crop top, long top, mid length top with different variations in

WOMENSWEAR
colours as well. In the jewellery section, women could find a large amount of

varieties in every colour according to her taste or dress. Every shade is

available from dark to light according to the customer choice and mood. For

every season they have unique variety of collections like for function and

occasion they use different stuffs for enchasing the beauty of every women in

India.

The AND stores are very well organized in the colour schemes that they follow

for the month, this itself attracts the customers to come and shop in their

outlets.
 SEASONS FOLLOWED
BY MANGO
SPRING SUMMER

AUTUMN WINTER
 PRODUCT PROFILE of
MANGO
Mango is well known for its Body
CLOTHING ACCESSORIES
hugging styles of clothing. Four times
Dress
Shoes
each year, Mango's designers meet to
Jacket
discuss important new trends for each Bags
Blazer
of its main collections. Each collection
Jewellery
consists of five or six smaller Cardigans and Sweater

collections. Design teams meet each Tops and T-shirts

Leather Goods

week to adjust for changing trends.

Jeans and trousers Belts

Coat
Hats and caps
After clothing and accessories styles
Shirt and Blouse
have been decided, Mango's product Scarves
Shorts
management and distribution team
Gloves
assigns them personalities, such as Skirts

trendy, dressy, or suitable for hot Lingerie

Sunglasses

weather.
Swimwear Face Masks
PRODUCT PROFILE BY
MANGO
 PRODUCT PROFILE of
AND
AND is known for its exquisite blend of
CLOTHING ACCESSORIES
Indian Fabrics and Designs with

Dress
Western Styles. It is the best go to
Shoes
place for any Indian working women.
Tunics
When compared to Mango, Mango has Bags
Cardigans
an extensive profile of products being

Jewellery
offered when compared to AND. Sweater

Tops Scarves
The stores of AND are uniquely

designed with warm colours and colour T-shirts Sunglasses

schemes being followed, which
Bottoms
attracts more women to shop at their Face
stores.  Shirt
Masks
Blouse
PRODUCT PROFILE
OF AND
 2. PRICE - MANGO
COMPETITIVE PRICING:
Mango exclusively attracts fashion conscious people; most of those are from higher

income customer section. The main focus of the brand is on people who belong to the

higher earning and upper middle class earning category of people. These people are

found in the big cities where their stores are located. The fashionable clothes which

are new and are in trend are charged high whereas their other ranges are charged a

bit low. The prices of Mango are almost higher than their rival counter products but the

brand Mango guarantees that it provides good quality and the design of the material

is carefully intricate by their team. In terms of the pricing strategy followed by Mango,

the brand uses Competitive pricing method, to match its competitors like Zara and

H&M. In 2015, the brand cut prices by upto 20% all over India across all its lines to

mirror a similar strategy adopted by Zara.

 2. PRICE - AND

PSYCHOLOGICAL PRICING:
• The products are affordable to every member of the society. Because there are

different price rates for each dress, that they consider each member of the society.

• The price differs according to the type of the dress and the occasion which people use

to wear it for instance, the price of bridal wear is different from casual Kurtis and skirts

and the price of designer wear is also different form that of western wear.

• They consider the type and material of the dress to give it a certain price also the

design also affects the price of the product.

• They follow Psychological pricing strategy. In order to stand up among other fashion

designing organizations.
COMPARING PRICES PRICES OF AND PRICES OF MANGO
OF MANGO & AND

The Prices of AND are much more affordable

when compared to Mango, all the prices of AND

have 99 ending as they follow psychological

pricing and Mango follows Competitive pricing.

 3. PLACE - MANGO

OFFLINE STORES:
Mango brand has been originated from Barcelona in Spain and from there they have moved to different

parts of the world. Almost all countries of Europe, South Asia, Middle East, Africa and America. The

company was started in India in the year 2001, since then they have opened up various stores in the

metro cities of India. There are over 2200 stores of Mango worldwide in a total of 110 countries. In India,

Mango has only 9 physical stores with the last one opening up in Bengaluru, Phoenix Mall.
DISTRIBUTION CHANNEL:
Mango has a strong and widespread  distribution  channel. It works via a network of nearly two thousand

and two hundred stores spread overestimated one hundred and ten countries in the global arena. The

brand is available in company-owned outlets and concession stores. Mango has adopted a franchise

system and its stores are opened under a franchise that is responsible for its upkeep. Stores are equipped

with advanced  technology  and offer impeccable services to make the shopping experience a seamless

one.

Mango is a global brand with a presence around the world. It began its journey from Barcelona to Spain and

has spread its presence over time to Africa, Europe, Asia-Pacific, and the Americas to include countries such

as Chile, Turkey, Morocco, Argentina, Nigeria, Namibia, France, Poland, Germany, Salvador, the United

States, Hungary, Greece, Georgia, Romania, Canada, Sri Lanka, Armenia, Pakistan, Istanbul, and Spain. It

has its headquarters in Barcelona, Spain, located at Palau Solita I Piegamans. 

ONLINE PRESENCE:

The brand has its own mango online store which was started 2001. To enter the Indian Market they

have inked a deal with the ecommerce giant Myntra and have given the distribution and

management rights for the label. This is how Mango had entered India in the first place through

this partnership; the collaboration had helped Mango garner growth and consequently form a tie-

up with the company to open up the physical stores as well. The products of Mango are sold on the

Myntra extensively and they have their own website and app as well to deliver all across the Indian

cities.

Mango realised the importance of online marketing and opened its website in the year 1995 and by

the year 2000 had opened its first online e-store. E-tailor Myntra who deals in fashion has bagged

the management and distribution rights of Mango in India. The arrangement stated that Myntra will

facilitate in opening and managing of twenty-five stores for the fashion brand Mango.  Myntra will

actually  be responsible  for the omnichannel presence of Mango that includes offline stores which

currently are eight in number and its online store Mango.com.

 3. PLACE - AND
OFFLINE:

AND comes under Ochre and Black Private Limited which is one of the India’s leading fashion houses

today. The company owns and operates two brands each with their own distinct identity. AND with its

line of chic contemporary western wear for women and Global Desi which is a free spirited brand of

boho-chic ensembles. AND has its stores around the nation now. All the major shopping areas in Delhi

and other places AND has already targeted. It is looking forward to opening up of more stores across

the nation in the Tier-1 and Tier-2 cities where the purchasing power of the people is more.

The brand has 900 points of sale with more than 210 exclusive stores and over 690 multi-brand large

format stores.

AND operates as shop in shop formats like various MBOs – Multi Brand Outlets like Pantaloons, Lifestyle,

ShoppersStop etc. It also has various stand alone stores or EBOs - Exclusive Brand outlets in Delhi,

Mumbai, Pune, Chandigarh etc.

DISTRIBUTION CHANNEL:
The distribution channel of AND is also strategized accordingly. The company has also gained raw

material procurement efficiency with its increasing size. The company has its own dedicated factories

that manufacture clothes for them in Mumbai and Jaipur and Ahmedabad which is known for its

embroidery and intricate stitching designs. The western wear of AND is outsourced mostly from Mumbai

from where the merchandise is packed and dispatched to various other cities all across India.

MBOS EBOS
 ONLINE PRESENCE:

The brand also retails through its own company website and quiet often seen on other e-

commerce websites as well including 99labels, Flipkart, Amazon and Myntra.

 4. PROMOTIONS- MANGO
Mango has adopted a bold and distinguished marketing policy to create positive brand awareness

in the consumer market. It uses print, electronic, digital and social media platforms to its advantage.

Smart and trendy ad campaigns have been launched via television, fashion magazines and online

platforms including Twitter, YouTube, Facebook and Instagram to keep the brand visibility alive in

both offline and online markets. Mango ads are often different and trendy. These trendy ads affect

people watching the fashion channels and reading the fashion magazines. Its active updates on

twitter and Instagram makes its followers stay glued to their posts. 

Their social media ads are often very interactive. Many such ads link them directly to their website

where they have the option for instant buying. Mango knows the most fashion-conscious people lie

in the younger generation, there by spends more attention towards luring them. However, they do

have campaigns where they show that people from all generations including old to kids can be

fashionable which drive the mentality of their buyers to a positive feedback.

The Twitter account incorporates several posts on premium

limited edition collection, its Facebook page shows images

from latest campaigns and plays its playlist, and Instagram

incorporates inspirational quotes and posts related to Mango.

After viewing the official website for a few seconds a box pops

up asking permission to link with your email address and receive

updates creating direct contact with the customer.

Mango realises the importance of campaigning by famous

personalities. It has roped in football star Zinedine Zidane as

the face of Mango. In the year 2011, Kate Moss was signed as

the muse for Mango and appeared in a commercial video. She

was replaced by Miranda Kerr, an Australian model. The

company taglines are What Should I Wear, Urban Women and

Fashion for the Young.

4. PROMOTIONS - AND

AND did not spend much on promotions till the year 2011,

but since the past few years the brand has realized the

importance of marketing and has heavily started social

media marketing campaigns. The brand advertises on

Facebook, Instagram etc. The brand also has chosen

Brand ambassodors like Kareena Kapoor Khan to

showcase their products.

The brand does not do TV ads and believes in doing

promotions through various campaigns that the company

has organized and carried out. IAMAND is one such

campaign carried out by the company

 STP OF MANGO

Mango Segmentation - Fashion conscious men and women in the middle age group

Mango Target Market - Urban upper-middle and Upper class

Mango Positioning - A complete lifestyle brand for women, men and children
 SEGMENTATION OF MANGO
1.Geographic - Mango has 2,730 stores across 109 countries with most of the stores in Spain, France,

Russia and Germany.

2.Demographic -

Age: 18- 25       

Gender: Female, Male

Income group:  Urban upper middle class and upper class

Occupation: Students and young professionals/ millennials

3. Psychographic -

Attitude: lively, fashion conscious, progressive

Belief: young and experimental. conscious about social sustainability

Lifestyle: College students and young professionals, keen on followers of social media, Constant

touch with social media products, trends and promotions, Enjoy travelling and eating out.
 SEGMENTATION OF MANGO
4.  Behavioural:

Price sensitivity: premium range, affordable designer wear at good quality

Brand loyalty: loyal but also switch due to frequent new trends

Benefits sought: trendy and comfortable clothing with style inspirations from luxury brands.

MANGO customers also shop in other high stores including H&M, Zara, Cos and French Connection.

57% of the customers surveyed shop for new clothes at least once a month. They value affordable

but good quality clothes and like to find simple pieces with a fashionable twist. Although they don't

consistently follow new trends, they do keep up with them and often look to more luxury brands for

style inspiration too. Mango is an internationally well- known brand so it attracts many international

shoppers who live and work in the UK, many from Europe but increasingly many from the Middle East

and Asia. The MANGO committed range is positively progressive as their target customers are also

the first generation of 'conscious customers' who are aware of evironmental and social sustainability

more  the previous generations.

 TARGETING OF MANGO
The brand wanted to target all the segments in clothing and

accessories for men and women and have the best products in

each segment with good quality . MANGO caters to classis and

trendy affordable premium products and fulfils these requirements

with great care. Mango's target customers are all over the world. In

UK MANGO's customers lead a urban lifestyle with 39% living in the

city centres and 37% living n the suburbs. Since MANGO stores are

in the heart of the cities, it attracts women and men who live in

these urban areas. According to ACORN classification system,

MANGO's target customers would be a combination of 'financially

stretched and 'city sophisticates' as many students live in flats and

houses and small city apartments.

Target market of MANGO is Metro cities and the stores are

placed in the heart of the cities.

The  brand is basically focusing on millenials  who are

fashion conscious and want to wear premium clothing at

affordable prices.

The man/woman, who wears MANGO is someone who is

ambitious, knows and understands fashion and cares

about sustainable and social causes and promotions on

social media.
POSITIONING OF MANGO

Mango is a global brand with international presence. It started its journey from Barcelona in Spain

and with time has spread its presence to Africa, Europe, Asia-Pacific and Americas to include

countries like Turkey, Chile, Morocco, Nigeria, Argentina, Namibia, Poland, France, Germany,

United States, Salvador, Greece, Hungary, Georgia, Romania, Pakistan, Canada, Sri Lanka,

Armenia, Sweden, Istanbul and Spain. It has positioned itself as an internationally acclaimed

premium lifestyle brand.

The company entered Indian market in year 2001 via its store in Delhi and has spread to several

outlets including a store in metro city Mumbai. In India, the brand positioning remains the same

along with the creation of a perception of affordable quality as there are not many players in that

segment in India.
The company entered Indian market in year 2001 via its store in Delhi and has spread to several

outlets including a store in metro city Mumbai. In India, the brand positioning remains the same

along with the creation of a perception of affordable quality as there are not many players in that

segment in India.

  The MANGO  stores are equipped with advanced  technology  and offer impeccable services to

make the shopping experience a seamless one. This gives the customer a perception of an

innovative luxury experience at affordable prices.

MANGO has positioned itself as a brand that gives importance to quality over other factors,

Mango’s automated centre consolidates the company’s logistics, giving it more control over

customer experience and product allocation. Every item of clothing sent to Mango’s 2,100 stores in

110 countries around the world first passes through the Spanish fashion label’s new logistics centre

in Llicà d’Amunt. Approximately 600 people work six days a week at the highly automated facility,

where around 400 operations are machine-driven, to process items for store deliveries.This shows 

the company's effort into producing great quality products.

Following Zara’s footsteps, Mango does not replenish but instead

replaces sold-out styles with new looks. That way, shoppers know

to purchase an item when they see it because they might not

have the opportunity to again, resulting in fewer markdowns and

stronger margins. About 35,000 boxes of garments leave its

logistics centre daily in roughly 70 trucks. This gives them a brand

positioning of being updated with the latest styles and trends for

their fashion conscious customers.

The brand has a very clear and direct positioning of offering

premium products are affordable prices and giving every

customer a sustainable and interantion experience while being

the brand's customer.

 STP OF AND

AND Segmentation - Women looking for  and casual apparel

AND Target Market - Urban young women from the middle and upper-middle class

AND Positioning - Casual and innovative design wear

 SEGMENTATION OF AND
1.Geographic - India

2.Demographic -

Age: 18- 35       

Gender: Female       

·
 Income group: upper middle class         

Occupation: working women, self employed , students 

3. Psychographic -

Attitude: lively, active, starry attitude, spend thrift, ambitious

Belief: self proclaimed mini celebrity, young and experimental        

Lifestyle: Workingwomen, likes going to the spa , prefers fine dining, a party person.
 SEGMENTATION OF AND
4.  Behavioural:

Price sensitivity: premium range, affordable designer wear

Brand loyalty: high, switchers and loyals

Benefits sought: functional benefit, comfort and ease.

In principle, for any successful business or marketing plan it is imperative to have a market

segmentation strategy in order to understand who exactly the consumer/market is; and the fashion

industry is no exception to this rule. Hence in order to expand her brand’s reach to various potential

target groups, Anita Dongre categorized three kinds of probable consumer sets. Dongre explains,

“We actually started with mid premium and mass segment and are now moving to offering a premium

brand”.  When AND came up in 1999 its segment was working women who went abroad for meetings,

and came from upper class of the society but with the evaluation of time the segment of AND has

diversified and now it includes not just working women but women who are experimental and classy.
 TARGETING OF AND
The brand wanted to target all the segments and have the best products in each segment . The

AND label caters to various tastes and requirements and internally, the company treats each

brand as a separate unit when it comes to design, marketing and strategy.

 Target market of AND is Metro cities and mini metro cities which includes all Tier 1 and some Tier

2 cities.

The  brand is basically focussing on people who are more fashion conscious and are ready to

accept new innovation in design and concepts.

The girl/target, who wears or would like to wear AND is someone who is ambitious, knows and

understands fashion and  loves to adapt & explore change.

 POSITIONING OF AND

AND is a western wear brand that was launched in mid-1999. The brand had positioned itself as a

company that is sensitive to the market and has a keen understanding of the growing Indian women’s

need for comfortable, stylish, own branded products and affordable clothing at the same time and

this was the primary factor in positioning the brand.

The positioning of AND hasn’t changed over the years. It still positions itself as a brand that offers

fashionable clothing at affordable price. It positions itself as high on design and innovation and

provides always something new to its consumer.

       

Today one of India’s most preferred high street brands in the western wear category, AND, caters to

the today’s woman of substance who seeks stylish and fashionable outfits at an affordable price.

From corporate wear to semi-formal evenings or a causal hang-out with friends, one can wear AND to

add an edge to your personality.

 Anita Dongre once said in her interview, that there is mass and luxury. Between the two is the bridge

to luxury where the aspirational customers lie before they graduate to the level of luxury. This bridge is

where the AND consumer lies and thus the brand positions itself as an aspirational brand.

Thus the brand has judiciously positioned itself as a brand that caters to the aspirations of the

consumers.

Worldwide, at one end of the spectrum, there are marquee brands such as Louis Vuitton, Armani,

Bulgari, Gucci and Burberry that are synonymous with luxury, and at the other end there are

unbranded, cheap, mass-marketed clothes. In the middle is the bridge-to-luxury, which a customer

crosses, before graduating to high-end luxury. On this bridge stand brands such as, AND. The Indian

market is structured in much the same way. At the top end, there are high-end fashion designers with

global brands, while at the bottom end there are thousands of players catering to the mass market.

What makes the Indian market different is the dearth of brands in the bridge-to-luxury segment.
SWOT ANALYSIS
OF
MANGO & AND
 SWOT ANALYSIS OF MANGO
Strengths :

1.Strong brand presence with its goal to be present in every city of the world has seen its presence

in over 100 countries with over 2000 stores.

2. The online campaigns have been a highlight with the online store too being popular among

buyers.

3. The presence of stores at prime locations has given the brand a strong footing in terms of the

overall brand equity.

4. The unique product line by Mango helps it differentiate from its competitors

5. Its foray into menswear too has been a success as a part of their diversification strategy.

6. Has approx 9000 employees

Weakness :

1. All the apparel is designed and sourced from Spain which can cause serious concern when it

comes to pricing as compared to its European counterparts.

2. The major revenues earned by the brand are from apparel and not from other product line

3.Controversies over designs of some products has invited lawsuits inviting considerable criticism

from the fashion industry.

Opportunities :

1. Mango can emerge more stores in   retail markets like India and Africa which are largely

unsaturated and can instill growth and stability for the brand.

2.Mango could diversify further into many other product line in order to further bolster the brand as

the complete lifestyle brand.

Threats :

1. Trade barriers in terms of fluctuations in terms

currency denominations can be a serious threat

to the overall sales revenues.

2. The highly fragmented fashion industry means

low brand loyalty and high bargaining power for

consumers due to low switching cost.

3.The emergence of many new designers in this

segment could pose a serious threat to the

brand.
 SWOT ANALYSIS OF AND
Strengths: 

Vast experience of the promoters in the fashion industry, their expertise in designing aided by a

professional management team.

Established brand presence in “prêt” segment for women’s fashion garments; diversified presence

both in western wear segment through its flagship brand, “AND” and in ethnic /Indo-western wear,

through “Global Desi” brand.

 Comfortable financial profile of the company as reflected in moderate gearing, healthy return on

capital employed and adequate coverage indicators.

  Fabrics, one of AND’s main strengths. Her father was a manufacturer of children’s clothes, and

guided Anita Dongre on who and where to source materials from.

Weakness: 
      

Increased capital expenditure expected to maintain

marginal pressure on the debt metrics  as a high

financial risk.

Working capital intensive nature of the retail business .

Moderate scale of operations, ability to replicate

working capital and operating efficiency at a larger

scale remains to be seen.

Churning out fresh designs every month to more than

85 stores and more than 270 points of sale is quite a

challenge.
Oppurtunities: 
          

Growth prospects remain positive for the women’s wear market, both for the branded ethnic

wear segment as well as the western wear market which has seen strong growth.

       

Organized retail market remains under penetrated in the women’s wear category.
 Threats: 
  

Profitability vulnerable to rising raw material prices, managing real

costs remains a challenge.

    

 Competition from various established  foreign as well as national &

local regional brands; aggressive discounting by competing brands

could affect the industry’s prospects.

        

  Sales vulnerable to changing tastes and preferences which vary

across states and fashion trends that change fast; inventory remains

susceptible to markdowns in case of a sharp demand slowdown.

        

  Although, its logistics and distribution is   running smoothly at

present, it might pose problems as AND scales up.

 KEY MARKETING SYSTEM
MANGO
Mango's main target is European market and it is where the brand has

achieved the most success. There are other markets where their collections

have gained an important foothold which includes Arabic countries, as

well as China and Japan. In China, the brand has more than 41 stores

under the franchise regime. In Latin America, there is a challenge of cost

of the garments since the product is imported and it is subject to high

tariffs which makes it elite for its audience. The brand has also gained its

presence in Brazil, Libya, Montenegro, Syria, South Africa, Uzbekistan etc.

The brand regards all points of sale as internal management whether they

are their own stores or franchisees, since the system, materials and

operational characteristics are the same. The brand maintains strong

relationship with the franchisees for being a part of all aspects of

management.
The brand has three departments specialized in supporting the franchises in all aspects

of management. First includes the team, comprising of supervisors and co-ordinators,

who visits stores constantly helping them in all the required areas. In addition, the

company and the franchises work together on the trends and specifics of their country or

area, with the aim of improving the service in each point of sale. 

For each new season, the brand organizes working groups held at Mango's facilities, to

analyze and collectively decide which clothes or accessories are most appropriate for

the store, given its characteristics and location. The other fundamentals of Mango's

relationship with franchisees are the guarantee of specific margins for their business, the

ownership of the stock remaining with Mango until the franchisee sells the items.
 KEY MARKETING SYSTEM
The brand focuses on four types of marketing dominance strategies
AND
for its success and existence which includes a market leader,

challenger, follower and market nicher. It assess the strength of its

target competitor like Zara and chooses only one target at a time. Its

present target is to work on sustainable fashion rather fast fashion

due to the increased awareness among consumers.

AND has also segmented its target group in a definitive way which

doesn't provoke an idea of competition to other brands. In order to

meet the current trends, AND had extended its product line with AND

Man, maternity wear and sustainable wear. It has worked on its

product quality to meet its standards which helped in framing its

marketing strategies. Since 2011, AND has been focusing on improving

and intensifying its promotional activities which has impacted its sales

and revenue.
 BRANDING BY MANGO

MANGO is solely based on an alliance between a quality product with an

original design and a coherent, unified brand image, in order to produce the

perfect garments for a modern, urban woman and her daily needs. Since the

beginning, MANGO had created its own designs which adopted the latest

fashion trends and presented them in three individualized lines:

i) Casual, an informal collection to mismatch which aimed at a very wide

selection of people who choose their clothes from among the Suit and Casual

collections.

ii) Suit-Evening, a style that is both formal and very feminine, rising to special

occasions with sophistication.

iii) Sport - MNG Jeans, the sport collection marks the season's trends, with

unmissable fashion items like jeans.

In addition to exploring the new markets, MANGO presents a

memorable impact on consumers with their unique and unmistaken

store arrangement that are catering to its specific customers. For

example, MANGO boutiques often have a design with a markedly

feminine air, warm spaces predominated in which the flooring

features natural oak timbers.

On the other hand, the atmosphere in HE boutiques is very modern

and masculine with the present of black and gold furnitures, flooring

and walls covered in dark tones, featuring the unicorn, the logo of

the collection as a pattern. All the stores are located in prime

locations, such as large and busy shopping centers. These stores

have particular dimensions, make it possible to maintain the interior

design, image and product displays while providing a pleasant

environment in which customers can enjoy the shopping experience.

BRANDING BY AND
AND has worked on its line extension by introducing more

variations in the apparels. The category extension has been

through the accessories introduction, and AND MAN.

It maximizes market coverage so that no potential customers are

being ignored. All  the brands by AND have varied market targets

and have covered the potential customers of all segments through

the array of brands they offer.

It minimizes brand overlap so that brands aren’t competing

among themselves to gain  the same customer’s approval. All the

brands have different markets so they do not over lap each other

and hence there is no competition among the brands. AND has a

different target group and rest other brands have completely

different target groups.

AND is a part of a rapidly growing industry in India and it even has

a medium high market share.

 INTEGRATED
MARKETING
COMMUNICATION
STRATEGIES OF

'MANGO & AND'

ADVERTISING BY MANGO
Billboards
Mango uses billboards as a medium of

communicating its brand image. It

doesn't display any other information

other than the logo on billboards.

These are displayed in the most visited

places and covered in various forms.

The billboards are plain, simply

showing the promotional imagery and

the brands logo, which is effective.

Each billboard looks very different,

showcases simplicity and promoting

different category.
ADVERTISING BY AND
Billboards
AND uses billboards as a medium of advertising its

season collection to showcase its apparels, accessories

and footwear. The brand usually promotes its collection

with its brand ambassador, Kareena Kapoor. The brand

has a simple approach with black and white theme as

its logo.

Though AND is not an active brand on billboards as it

focuses on other platforms of advertisement to put

forward its designs like Social Media, Digital Marketing

etc.
 ADVERTISING BY MANGO
Magazines
Mango collaborates with

several famous fashion

magazines like Stylist,

Vogue, GQ, Elle,

Cosmopolitan etc to

advertise its campaigns

according to their season

collection.

The famous collaboration with Mango has been with Stylist magazine in 2015 for a series of 11

advertorials, which included a competition to "bring a style party to your office". The campaign held

at London’s Regent Street Mango store. Glenda Marchant, publisher of Stylist, said: "Stylist is a

magazine that is read by young professional women with an emphasis on career as well as being a

fashion magazine, so we felt that mango’s whole idea fitted perfectly with the Stylist brand".
ADVERTISING BY AND
Magazines
Anita Dongre, owner of

AND keeps on promoting

the brand in its interview

with fashion magazines

like Fortune, Vogue, The

Bazaar Fashion, You & I,

Creme etc to highlight its

collection, theme etc.

The famous interview of Anita Dongre with respect to AND was done by Retail Today Magazine in

which spoke about fashion and retail in the modern world. In the age of multi-channel existence

social media certainly garners a lot of visibility and recall for all her brands. Online brand

communication plays an integral role in guiding the traffic to her business. She emphasized India is

getting younger and it is important to keep up with the latest trend and offer best to the customers.
 SALES
PROMOTION

AND
The brand interacts with its customer by offering schemes and gift

vouchers through its online site. They offer additional 5% discount to

customers who buy goods worth Rs. 15000 and more. People can also

send gift vouchers through the site to their friends, family and business

associates. The offers are provided to the customers during season end

sale where the discount go upto 60% off.

Currently, the website of AND shows a discount

of 10% off on the purchase of Rs. 4000 by using

their coupon code AND4k and 15% off on the

purchase of Rs. 6000 by using their code

AND6k.

The brand keeps promoting its sale of other

categories too apart from party wear collection

for better reach and awareness. They have also

collaborated with net banking applications for

additional offers and deals to customers.

SALES PROMOTION BY
MANGO
The brand Mango is running highly effective and accurately designed sales

promotion activities that represent a number of beneficial opportunities to

its online business. Mango shows in its official website that new consumers

that have registered by filling out the form on Mango official site will enjoy

exclusive benefits, receive news and offers in a newsletter and will have

access to a ‘Wishlist’ while tracking orders from online purchases. The

several benefits include high segmentation of their target audience,

engagement opportunities, Return On Investment (ROI) and brand’s

visibility.

The brand provides such promotion

during several occasions like Labor Day.

It has separate deals for its VIP users

and gift cards are provided to its

premium category. It is a rentable way

of getting new costumers, boosting

online sales and promoting Mango’s

brand awareness.
 SOCIAL MEDIA
MARKETING BY
MANGO

Source : https://www.similarweb.com/website/shop.mango.com/#alsoVisited

Social Media plays an important role in the communication strategy of

Mango. It permit the company to communicate bidirectional with the

worldwide customers, being an essential channel to share exclusive

content, for which the main purpose for the company is to approach the

client emotionally. To achieve this goal, Mango builds and adjusts

content to delight the customers and offer information about new

fashion trends in all social platforms on which is has a presence.

Source : https://www.similarweb.com/website/shop.mango.com/#alsoVisited Source : http://www.digimind.com/

The web report reveals that 2.81% of traffic is from social platforms: 44.44% from Facebook, 34.85% from

YouTube, 7.28% from Pinterest. 7.96% VKontakte in Russia and 2.35% Instagram. The company is also present in

Snapchat, as well as Weibo and WeChat in China. Also, 4.06% of traffic is from display advertising. The

audience following Mango on social media caters majorly to Fashion and Apparels following by other

categories i.e. news and media, computer electronics and technology and science education. Another repory

by Digital Mind, compares the social media battle of fashion brands which includes H&M with 33.8 million

followers, Zara with 27.5 million followers and Mango stands third with 11.8 million followers. This was a

competitive analysis of fashion brands' presence on social media.

Mango's Facebook page counts

11,462,008 followers cuurently.

Inside the page 24307 people

talk, comment, share, react,

recording 386 check-ins and 10,

992 photos posted by other

people. Facebook affirms that the

company typically replies within a

day.

Another essential thing observed

on the Facebook page is content

optimization, direct links to other

social networks and including the

online store to make it easy for the

user to buy Mango products.

Regarding the Facebook posts, it can be observed

that there personalization of the advertisements in

order to attract the attention of the consumers

and to emotionally involve them in discussions or

comments. It also shows the existence of products

links to the online shop, entering directly into

buying online action.

The second social network used is Instagram (11.5

million followers) with 4,071 posts, followed by

Twitter (770.7k followers) with 39.4k tweets,

LinkedIn (492,029 followers), Pinterest (308k

followers), Google+ (533 891) ,YouTube (57.6k

subscribers and 495 videos), Spotify (3,154

followers) and Four Square (189.081 sequidores

and 736 tips).

There's another report published by Talkwalker in which they analysed the social media of

Mango. In this they interpreted that Mango has the highest and active presence on Twitter

(21.3%) with a postive impact on the audience and major share in U.S.A(17.6%).

https://www.talkwalker.com/industry-
research/retail/mango-social-media-analytics#
SOCIAL MEDIA
MARKETING BY
AND
The brand has its social media presence on several platforms which includes

facebook, instagram, twitter, pinterest and you tube for communicating its brand

image, season collection, offers, collaborations and campaigns.

The brand is known by 'StylebyAND' on all the platforms. When it entered with this

tool, the communication was simple and to the point. It could not engage the

audience and neither could it create a buzz. Gradually with the passage of time,

the AND's presence seems to have gained momentum. Facebook and twitter

have been used as a communication tool since 2009.

The unrelated posts such as hair styling and make

up tips are also posted to give the audience

something new and keep the excitement for brand.

Thus it gets all the more important for AND to hold

on its customers tight by putting such posts that

invite feedbacks and responses.

 OMNI - CHANNEL STRATEGY

MANGO
In term of online sales, Mango uses an

omni-channel strategy, based on

shopping in the physical store, e-

commerce site, mobile application,

phone order and social networks. An

example of this is that during 2015

almost 600 000 customers collected their

Internet orders from stores, and over 540

000 orders were placed from physical

stores via iPads and smartphones

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi- available in stores (Mango, 2015).
channel retailing to omni-channel retailing: introduction to the
special issue on multi-channel retailing. Journal of retailing,
91(2), 174-181.

The triumph of the strategy is due to the possibility to order online where the company

is already settled though physical stores, in countries like Egypt, South Africa and India.

Mango has an online store in all continents (83 countries).

OMNI - CHANNEL STRATEGY
AND bagged the 'IMAGES Most Effective Tech Implementation Award' at the 18th Annual

IMAGES Fashion Awards (IFA), for effective integration of technologies in all it’s stores. Omni-

AND
channel model played a major role behind this achievement.

Story Behind This Strategy

Lost sales had been a big challenge for AND before 2018.However, three-four years back when

they were trying to look for a solution, they were not able to figure out a way to address this

issue. During that time, they were manually capturing the data to identify the reasons of

customers walking out of the store empty handed, which was not a long term solution. Since

then the organisation had been looking for a full fledged technology solution that could help

them extract the data automatically and also act on it. They seized the opportunity and merged

with an online platform called 'Fynd Store' to provide the customer an experience of both online

and offline stores. The brand came up with 'Save the Sale Module' to plug loss of store sales.
About 'Save the Sale Module' for Omni - Channel

Content: To ensure on-time upload of content and catalog on the platform. In the case of AND, this

was handled by the e-commerce team.

Buying and Merchandising: To proclaim the new merchandise that would be introduced in the next

season, so that the brand can prepare the data in advance.

Retail/ Store Ops: To take the lead and drive sales in order to roll out the solution, actively provide

store training to the sales staff and ensure everyone is comfortable using the solution.

IT: To ensure the backend integration and infrastructure is in place so that the inventory sync happens

seamlessly.

Cases When The Store Uses This Module

The best use case has been saving the sale when a customer is not able to find the right size or

colour of the product in a store. Also, the store sizes keep varying from location to location. Few

smaller stores do not receive all the options that larger stores might have and therefore, through

Fynd Store they are able to show entire collection to the customers. Consequently, it acts as an

“endless aisle” for customers allowing them to browse for more styles when they are not able to

find a product from the store they have walked in to.

How This Module is Carried Out
The “save the sale” technology works as both customer facing and store facing solution. They keep

the solution on mobile in the stores by carrying the tablet in their hands. They also have table top

stands in their stores where the store staff can place the tablets as some of the customers feel

more comfortable in using the app themselves in order to browse through and experience the

technology. In such cases the questions lead through the customers to the staff. So they use the

app both ways where, on one hand they encourage store staff to use the tab and take it to the

customers and on the other hand invite customers to use the app themselves and place an order.

Effectiveness Of This Module

The brand has appointed regional managers in all the cities, who has been tasked to drive the omni-

channel model. The management sets monthly meetings with them ensure that they are driving this

effectively. The stores are given target every month which is then broken down to employee level.

Employee level targets are decided by the store managers. Every day a sales report is circulated among

the stores to compare the targets and the sales that they have achieved. Also, a ranking report is rolled

out bi-monthly where they conduct a zone wise analysis, brand wise comparison in order to keep a check

on the performance and identify what is working and not working in which store, city or zone.
 FAMOUS CAMPAIGNS
MANGO
#Wearevioleta was about to reflect upon the need to

break away from established beauty canons, while

celebrating a diversity of styles, beauty and sizes.The

campaign states that the most important part of feeling

good about one's self is having self-esteem.

In addition to the main campaign, a series of videos have

been produced, starring Barbie Ferreira and Tania Llasera,

which revealed different ways of wearing and interpreting

the trends of Violeta by MANGO, each one adapted to

their own personal style. Customers could enter if they

#WEAREVIOLETA CAMPAIGN couldnt find their size in fashion stores, by using the

hashtag #WeAreVioleta on Instagram, Facebook or

Starring Rossy de Palma, Barbie Ferreira
Twitter.Each week, entrants had the chance to win a total
and Tania Llasera
Violeta by MANGO outfit.
'A STORY OF UNIQUENESS' CAMPAIGN

Starring Andre and Parker van Noord Starring Bhumika Arora and Lyn Slater
 'A STORY OF UNIQUENESS' CAMPAIGN
A Story of Uniqueness campaign celebrated the authenticity of each individual for their

personality and talent. The campaign presented different personalities with a shared value that

everyone is unique.The cast was made up of four people aged between 20 and 63, shot in

everyday situations in the multicultural environment of the district of Venice Beach, Los Angeles.

The first pair in the campaign were Bhumika Arora, a 29 year old Indian model, and Lyn Slater, an

American university professor aged 63. Bhumika has a successful career in the fashion industry,

her great passion, and to achieve this she has had to fight against the prejudice that exists in

her country regarding the modelling profession. Lyn Slater had become a fashion influencer and

icon by starting her blog because she could not find any blog or magazine which aimed at

people who live “normal but interesting lives”. Andre and Parker van Noord, from the Netherlands

and aged 53 and 20, were father and son and models by profession.Andre was discovered 32

years ago at a Rolling Stones concert and he combined his career with a passion for

photography and music. Parker was a student and has “inherited” the modelling career of his

father.
 'IAMWHATIAM' CAMPAIGN
Violeta by MANGO launched its 2018 Autumn/Winter campaign

featuring Ashley Graham which, under the slogan I AM WHAT I

AM which was a tribute to empowered and feisty women. It had

a message of 'Empowerment that casts aside stereotypes and

beauty canons behind.Fashion is attitude, feeling happy the way

you are and saying it loud and clear.'

The campaign was created in two stages - the first revealed

images of Ashley naked, without artifices, proud and confident,

demanding to be what she is, and in the second Ashley

appeared with the new Violeta collection.

The new Violeta by MANGO collection projected a youthful and

contemporary image with three differentiated lines, focusing on

dressy, casual and sportswear.In them, contrasting and

STARRING ASHLEY GRAHAM

matching colours, masculine fabrics and trends such as animal

print are highlighted.

 'BEanICON'
CAMPAIGN

Starring André Saraiva, Justin

O’Shea and Shuhei Nishiguchi

Starring  Jeanne Damas,

Veronika Heilbrunner, and
Pernille Teisbaek
Mango launched #BEanICON, a mixed campaign, which highlighted the value of

personality. The brand is worked intimately with its community and chose six fashion

icons, influencers and creatives, to work together on this campaign. It gave a message

that any style has a place in a global world without limits. In turn, it serves as a brand

manifesto, inviting us to define our own style through its collections.

For the men’s collection, three international icons demonstrated all combinations that

were possible. André Saraiva, influential graffiti artist who collaborated with Mango

Man with the André x Mango capsule, defined fusion of international styles. Justin

O’Shea, designer and partner of Veronika Heilbrunner, showed how to prevent a

businessman’s outfit becoming boring. With his tattoos and ironic gestures, Justin

became an unmistakeable icon. Shuhei Nishiguchi, fashion director and regular of

street style images, translates his knowledge of fashion into a contemporary vision of

the male wardrobe.

Jeanne Damas, who already collaborated with Mango in various

campaigns, reflected that Paris lives inside her. She had a très

chic style that added an air of sophistication to autumnal outfits.

Veronika Heilbrunner, one of the #Mangogirls for several seasons

of Mango, proposed surprising combinations at any time of the

day and reminded  that rules are there to be broken.

For everyday wear,  Pernille Teisbaek’s outfits, inspired by

Scandinavian minimalism, were a safe styling as suggested by

her.
'SHARED MOMENTS' CAMPAIGN
The brand's Shared Moments campaign in 2020 reinforced the

concept of togetherness and focuses on community spirit and

gave a message “through a video and images that extol the virtues

of the intimacy and naturalness of shared moments, celebrating a

moment of true complicity and at the same time, the expression of

one’s self”.

Luchford created a 1970s-inspired look and feel that was

photographed in the Mexican cities of Valladolid and Merida. The

story behind the campaign also drew on the opinions of the

brand's customers.

The company also mentioned that all of the garments in the Starring  Anna Ewers, Rebecca Leigh
Longendyke and Vittoria Ceretti
women's collection were created with 100% sustainable fabrics.
 The campaign in 2020 during

pandemic reflects the current context

'LIFE IN BLOOM' CAMPAIGN in which, after months of physical

distancing, energy is renewed and a

desire to get out and enjoy nature, the

company of close community, and all

the world can offer, become more

relevant than ever before.

The intention behind using the type of

tonalities and floral form is to make

one feel good. Colors such as red,

yellow, and pastel pink raise the spirits

and the volume of the garments, while

the silhouettes, with balloon sleeves,

frills, and baggy skirts pay homage to

the wonders of nature. Poplin became

the star fabric in the designs for

Women.
 FAMOUS CAMPAIGNS
AND
The message portrayed by the was - 'The future belong

to those who prepare today for a better tomorrow.' It

was lead by Kareena Kapoor Khan. AND celebrated

women who were change makers in their own fields. It

showcased real life heroes who were making small

changes in their everyday life for a better tomorrow.

They believed that future is today. With this very belief

#ANDIMPACT CAMPAIGN AND brought AND Impact campaign, the brands first

sustainable collection.
 #ANDiRISE CAMPAIGN
With #ANDiRISE campaign, AND celebrated women

breaking societal stereotypes. It introduced a world of

women who believed in themselves and propelled

themselves to the top.

The campaign portrayed the message that 'The women

believed their dreams are bigger than their challenges.

They stood on their own two feet and faced every

challenge that had come their way. They believed that

the world was theirs and they own their life.'

 #IamAND CAMPAIGN
The brand celebrated the multi-faceted personality of

the modern Indian woman. With Kareena Kapoor Khan,

they brought across the message that a woman is no

longer restricted to a single role but her personality is a

sum of all her ANDs. The new collection was a mix of

contemporary dresses, skirts, jackets, tunics and tops, a

collection perfect for the working woman in society. It

is designed for the woman who loves fashion but

creates her own personal style and also for those who

like latest trends while being herself.

SUSTAINABLE INITIATIVE
BY MANGO

In 2018, the brand had set a target for 50% of its cotton to be

sustainable by 2022 and in the same year signed up to the Better

Cotton Initiative (BCI) to increase its support for the cultivation of

sustainable cotton worldwide. Mango also plans to increase the use

of recycled polyester in its garments.

The aim is to increase its use by up to 50% by 2025. By 2030, 100%

of the cellulose fibres used will be from controlled sources.This is a

very important milestone, since it will help improve the traceability

of the materials used for Mango collections.

SUSTAINABLE INITIATIVE
BY MANGO
In 2019, Mango produced a total of 18 million garments with

sustainable characteristics, doubling the figure it produced the

previous year. The Mango Committed capsule collection has

evolved to become, from 2019 onwards, a permanent collection of

the firm that includes all garments with sustainable characteristics

in the different Mango lines (Woman, Man, Kids, Baby and Violeta).

All of the initiatives are part of their Take Action project, which

includes all the actions aimed at creating a more sustainable

business model.
SUSTAINABLE
INITIATIVE BY AND
Designer  Anita Dongre  has transformed her various clothing

brands especially AND into bastions of Indian sustainable fashion

and shared the ways she is working to make the fashion industry

more green. On June 5 2019, she took this announcement to

social media to promote eco-friendly fashion. She shared steps

that she has taken, both recently and over many years, to help

the environment with her business and came with a sustainable

collection of AND called - 'Recognise'

 SUSTAINABLE
INITIATIVE BY AND
Anita Dongre also mentioned that they use textiles that are

biodegradable, renewable, and manufactured in an eco-friendly

manner or recycled polyester fiber made from PET bottles. The

designer shared that she not only uses sustainable textiles but

also supports the craftspeople who make them. Dongre has

created rural crafts training centres to teach women how to

weave and offer them employment at her label.The business also

recently created an organic terrace garden at its headquarters

to aid bio-diversity. As part of its green thumb initiative, the

business also planted over 25,000 trees in Rajasthan’s Bassi

Wildlife Sanctuary.
 Mango & AND
COVID 19 EFFECT

during COVID-
19 Crisis
IMPACT OF COVID 19 ON AND
Anita Dongre donated Rs. 1.5 crore as a medical fund to
support the small vendors and self-employed artisans
working with her amid the coronavirus outbreak.

Citing the safety of her direct employees, the designer

mentioned the medical insurance already in place that
covers and protects them, further clarifying that support
would be extended to them as well in light of any
unforeseen medical emergency arising out of the
current situation. A d d a l i t t l e i n t r o
IMPACT OF COVID 19 ON AND
Anita Dongre also launched ‘A D Torchbearers’ as an
initiative to celebrate her employees, as the business
remains shut for the duration of the counter-
coronavirus lockdown.

She employees 2,700 employees directly and thousands

more indirectly across factories and villages located in
India. By sharing her employees’ stories, Dongre aims
to highlight their work during this difficult time and
show customers the brand’s core values.
Add a little intro
IMPACT OF COVID 19 ON AND
Company produced protective cloth masks for distribution
in an effort to further contribute in combating the grave
COVID-19 pandemic in India. The reusable masks are
created out of fabrics that are used for the production of
clothes for the brand.
Kavi Mishra MD and CEO of House Of Anita Dongre, says
that the biggest lesson from COVID-19 for apparel brands
like his, has been to move to a more flexible supply chain
model. "We usually plan our collection for a period of six
months, we now need to plan a new collection every two
months and have at least 6-7 collections aA dyear.
d a l i tThat's
t l e i n t rhow
o

we can manage our inventory more efficiently."

IMPACT OF COVID 19 ON AND
In keeping with the new normal, Anita Dongre, for the first
time, held a virtual Trunk Show and prioritised video call
bookings to connect with the customers. Their stores all
across the globe has a ‘top 100 customer’ list, and from the
beginning of the lockdown, the store team was informed to
connect with this coveted customer base virtually and that
has been contributing to 40-50 per cent of the sales. It's
inventory is just lying in the stores and virtual sales will
continue for the next few months until the customer is
confident enough to walk into a store. A d d a l i t t l e i n t r o
IMPACT OF COVID 19 ON AND

Company has cut down on fall-winter collection

production.They have spread their spring-summer
collection over the next few months, as that will help
them protect their cash flows.

Add a little intro

 IMPACT OF COVID 19 ON
MANGO
Mango donated 1 per cent of its retail sales from its bricks-
and-mortar stores to the World Health Organisation’s
COVID-19 relief fund, in an effort to support the more
vulnerable health care systems during the pandemic.

This effort continued for the next two months on part of

the retailer, and involves Mango’s mono-brand stores in
Europe, Russia, Turkey and New York, as they gradually
reopen.
Add a little intro
IMPACT OF COVID 19 ON MANGO
Sales in some of its main European markets are recovering
quickly and are very close to the sales levels the Spanish
multinational obtained in the first semester of 2019, the
year in which the company achieved record sales.
The strong growth in online sales, especially between
March and June, when turnover increased by 50%
compared to the same period last year, is driving the
recovery.These markets have performed better than
expected since the start of the COVID-19 crisis and this
demonstrates the wisdom of their commitment in recent
years to accelerate e-commerce and omnichannel
Add a little intro

initiatives.
IMPACT OF COVID 19 ON
MANGO
Brand claims to continue to reap the
rewards of so many years of effort and
investment in the digital transformation of
the company.
The retailer put on March 27th all its full
price SKUs at a 20% discount for a week. It
has significantly decreased Mango’s level of
out-of-stock, which has lowered down
further with the new allocation of summer
Add a little intro
garment
 IMPACT OF COVID 19 ON
MANGO
The company has a quality analysis tool for its productions
which allows it to implement improvement plans

In view of the health crisis caused by COVID-19, Mango

has started to monitor the prevention measures
implemented by its suppliers in their production centres
worldwide.The aim is to verify that all the safety measures
necessary to protect the health of their workers are being
applied.
Add a little intro
IMPACT OF COVID 19 ON MANGO
Mango, via the digital platform Inspectorio, is compiling
and analysing the data obtained through audits based on
the protocols of international NGOs, in order to detect any
potential shortcomings and consequently advise in a
proactive manner on the appropriate corrective measures
for the purpose of prevention and protecting the workers
in their production centres.
As part of its digital transformation process, Mango
implemented Inspectorio in 2019 as a quality analysis tool
for its productions, allowing it to promote and implement
future improvement plans and evaluate the A d dperformance
a little intro

of its suppliers
Comparison of Brand
Elements for Mango
and AND

Vs
Brand Identity Prism
for Mango and AND
 CONCLUSION
AND is a brand that caters to the aspirational needs of a customer. With so many

competitor in the market Dongre makes sure that she establishes her feet in all the

market segments. To make the brand AND visible, it is sold through retail outlets,

website, e-commerce, pantaloons, shopper stop, lifestyle and central. Considering

ZARA, H&M and MANGO as competitors, they also bring new collection after 20-25

days. MANGO has a highly-defined concept. The MANGO concept is based on an

alliance between a quality product, with an original design and a coherent and

unified brand image.   Mango’s automated centre consolidates the company’s

logistics, giving it more control over customer experience and product allocation.

The strategy is to speed up shipping and delivery times to better respond to trends

as fast fashion gets more competitive. MANGO is aiming to beat ZARA and H&M in

terms of sales.
REFERENCES
https://www.businesstoday.in/magazine/cover-story/anita-dongre-fashion-indian-women-

milan/story/209032.html

https://www.youandi.com/reinventing-classics-anita-dongre

https://www.ginesys.in/blog/anita-dongre-of-and-designs-interviewed-by-retail-today-

magazine-mar-2014

https://www.boemagazine.com/2014/01/anita-dongre-indian-design-pink-city-being-a-

successful-woman-entrepreneur-in-india/

https://www.campaignlive.co.uk/article/mango-targets-office-women-stylist-magazine/1060243

https://blog.gofynd.com/fynd-voices-episode-2-how-and-global-desi-implemented-omni-

channel-retailing-189009127b0e

https://press.mango.com/en/mango-launches-the-second-edition-of-the-wearevioleta-

campaign-making-a-declaration-in-favour-of-diversity_10371

https://press.mango.com/en/mango-launches-a-story-of-uniqueness-a-campaign-which-

celebrates-the-authenticity-of-each-individual-we-are-all-unique_13674
REFERENCES
https://in.fashionnetwork.com/news/Anita-dongre-shares-her-eco-friendly-

initiatives,1107893.html

https://daman.co.id/mango-wants-you-to-beanicon/

https://theevolvemag.com/mango-life-in-bloom

https://www.fashioncompany.rs/en/new-york-the-location-for-the-first-of-this-seasonss-4-print-

mango-campaigns/

https://www.agencyuk.com/2016/01/new-digital-strategy-helps-mango-make-fast-fashion-

faster/

https://rocketreach.co/and-designs-india-email-format_b5e5851df42e6087

https://www.forbesindia.com/article/work-in-progress/how-anita-dongre-tailored-her-

business/34033/1

https://www.anitadongre.com/sustainability
 References
https://retviews.com/blog/industry/brand_strategies/
https://in.apparelresources.com/business-news/retail/fashion-industry-fighting-

coronavirus-crisis/

https://in.apparelresources.com/fashion-news/features/keeping-
hopes-high-amidst-covid-19-yash-dongre/
https://www.businesstoday.in/current/corporate/coronavirus-in-india-apparel-

brands-stare-at-60-percent-loss-in-first-quarter-of-fy21/story/399140.html

https://press.mango.com/en/press-releases_771
Add a fun fact here