Source: Business of Fashion
Summary
Mango reported a 41% sales growth in the first half of the year, with revenue reaching €2.2 billion. The company’s CEO, Berta de Pablos-Barbier, attributed the growth to “distinctive product newness with high-impact activation”. Mango has upgraded its guidance for the full year, citing a strong performance in the first half.
Our Reading
The trend returns with a new name. High-impact activation sounds like a rebranding of the classic “buzzworthy” marketing strategy. Distinctive product newness is just a fancy way of saying “limited edition”. Mango’s growth is likely due to the same old formula: create hype, sell quickly, repeat. The fashion cycle continues to turn, with Mango riding the wave of “newness” to the bank. Mango’s success is a testament to the power of repackaging the familiar as innovative.
Author: Evan Null
