Mango, Popularizing Fashion
Mango, a clothing company with a large presence in Spain and the rest of the world, decides to enter new industry segments in order to broaden its main target market, strengthen its brand and drive purchases of its products. Mango's main customers until now have been modern, avant-garde young women in their 20s to 40s. However, success in the women's fashion segment has persuaded the company that in order to continue to succeed in this industry and stay ahead of the competition it must explore new market niches (launch of a VIP collection -Mango Exclusive Edition- and a menswear collection). The case aims to give a general view of the company's overall strategy, taking a look at each of the key departments to detect their strengths and differentiating factors (human resources policies, technology, production, marketing, distribution and internationalization). It also analyzes the strategic decisions and management practices that have led Mango to establish its own business model, one that is difficult to imitate and in which people and technology play a leading role. This model is analyzed in detail using strategic decision trees.