Zara and Mango are amongst the most successful fashion retail brands globally. These brands can create a passion for fashion amongst different customer segments. Due to this, these brands’ sales keep getting higher as their market shares also continue to increase. These brands utilize clever marketing strategies that differentiate them from other brands to achieve this result. These strategies also help the brand achieve higher visibility in the fashion industry. This Zara vs Mango brand comparison touched on these brands’ history and marketing strategies. Without further ado, let’s dive in.
Zara vs Mango – Zara History
Zara was founded in 1975 by Rosalia Mera and Amancio Ortega. It started as a family business in Galicia, a city in Spain. Ortega names the store Zara because they already took his preferred name Zorba. Zara’s first store offered cheap lookalike products of high-end brands. However, the brand business model began to earn a reputation amongst Spanish customers. This led to nine more stores in Spain’s most prominent cities. Inditex incorporated Zara as a holding company in 1985. It was at this point that the company began to expand globally. This was because it now had a better distribution system that reacted to the shifting market trends in the industry.
To keep up with this, Ortega created a working process known as ‘instant fashion.’ The idea was to decrease lead times and adapt faster to new trends. This new process was driven by information technology and the use of designer groups. Additionally, the decade after came with a rapid expansion of Zara into global markets. The brand entered Israel, the US, Greece, Belgium, France, Norway, and many others. There’s hardly a developed country today that cannot boast of a Zara store. The brand is available in over 96 countries and boasts over 200 stores. Zara is amongst the most prominent fashion retailers globally, and its founder Amancio Ortega is the third richest man in Europe.
Zara’s Positioning in the Market
Zara takes a modern approach towards fashion and therefore targets young customers as its main customers. This fashion brand understands that its customers, especially the millennials, want trendy and affordable items. Thus, Zara quickly produces trendy styles but at low prices. The quality of these products is not compromised as the fabrics are still good quality. However, you can only wear these clothes for one season.
Unlike other fashion retailers, Zara offers a large assortment of styles and varieties with over 450 million products each year. Zara’s items have their fashion seasons that arrive and go faster than the fashion world can keep up. Women love this idea as they make up more than half of Zara’s target market. They prefer to change their style more quickly. Zara’s supply chain is highly responsive and ships new products to stores twice a week. Therefore, buyers always have endless new options to purchase.
Zara excels because it understands its target audience and is, therefore, able to make a new way for passion. The brand has successfully situated itself as a stylish, affordable, and changing fashion brand ideal for the younger generation.
Zara vs Mango – Mango History
The founders of Mango are Nahman and Isak Andic, two Turkish brothers. These brothers opened the first Mango store in 1984 in Barcelona. A year later, Mago had an additional five outlets, and what began as a small team began to grow gradually. By 1988, the company had over 13 sales outlets across Spain. In 1992, four years after the expansion, the company decided to move outside its domestic market. The brand started with the inauguration of two stores in Portugal. Today, Mango has over 2700 stores in 110 countries.
Presently the fashion brand boasts over 15,000 employees, 70% females. 1,800 of these employees work at the Hangar Design Center, the most prominent design center in Europe. 60% of its shops are franchised while the brothers own 40%. The brothers chose the name ‘Mango’ after tasting the fruit on a trip to the Philippines. They preferred the name because it is the same pronunciation in every language.
Mango Development and Product Varieties
Mango’s target audiences are students and young professionals. The brand’s priority is quality, but it uses fast fashion efficiency to bring a new concept to the shop. Mango has four product lines, including women, curve sizes, men, and kids. The brand started with the women’s line and added the men’s line in 2008. Further down the line, Mango added the kid’s line in 2012 and the curve sizes a year after. Since the brand prioritizes women, there’s a vast collection of women’s clothing to choose from.
Mango provides fashionable products at affordable prices in an environment designed to appeal to consumers. The company’s goal is to ensure customer satisfaction while reducing overlaps in items and styles. Most of Mango’s customers choose the brand because of its affordability. The brand also has updated collections to browse through, and its e-commerce site updates international shoppers about upcoming trends. The brand believes in gender equality, and it is one of the reasons people love the brand, besides its engagement with young employees. This brand works closely with several celebrities, explaining its popularity on social media platforms.
Zara vs Mango – Zara Marketing Strategy
To better understand this brand, there’s a need to dive into its marketing strategies. This Zara vs Mango brand comparison section explores Zara’s products, price, place, and promotion.
Zara is a fast-fashion brand which means it offers customers the latest fashion trends while bringing the design to its stores quickly. This process accounts for the brand’s growth and reputation. Its products are usually identical to the hottest fashion items in the market. However, they feature different traits depending on the specific market. Before Zara releases an item to the market, it does its research to suit the culture and people’s taste. Summarily, Zara has the latest styles, designs, best prices, and local-adapted tastes.
When it comes to place, Zara is placed globally. It has almost 3000 stores globally, which is impressive and stands out in this Zara vs Mango comparison. This is incredible because Zara is a vertically integrated retailer. It means the fashion brand handles all its design, manufacturing, and distribution in-house without the use of third-party suppliers. Their designs are luxurious, modern, and predominantly white. This ensures the same environment and experience for customers around the world. The brand also uses online selling but limits it to specific countries. Additionally, this method helps create a strategy for the company’s growth. So far, this strategy has been effective as it establishes Zara as a leading fashion retailer.
The brand’s pricing strategy focuses on the average shopper. Therefore, it provides the latest fashion products at affordable prices. The prices Zara offers also cater to price-sensitive buyers. With this pricing strategy, Zara can help its product meet the needs of a broad customer base. Despite the low pricing, Zara doesn’t compromise on the product’s quality. Some Zara stores have premium pricing, while others feature affordable pricing. However, it all depends on the location and target audience. Zara efficiently maintains its pricing strategy by optimizing distribution and development costs. This allows the brand to promote a unique image while growing its market shares faster.
One thing to note in the Zara vs Mango brand comparison is that Zara spends very little on promotional campaigns. The brand doesn’t market itself as aggressively as other brands. However, this doesn’t mean Zara doesn’t focus on marketing. The brand focuses on launching new stores and word-of-mouth marketing. However, Zara’s primary promotion strategy is affordability, experience, differentiation, and exclusivity. This strategy is apparent in the brand’s attention to detail in its showrooms. Everything is always elegant, precise, and professional. Zara successfully builds its popularity with a brand image by focusing on its core qualities.
Zara vs Mango – Mango Marketing Strategy
Understanding Mango’s success in this Zara vs Mango comparison is crucial to explore its marketing strategies. It will provide insight into the brand’s success in the fashion industry,
Mango is a company that has different product lines for kids, curvy sizes, women, and men. Its unique product lines appeal to fashion-conscious people who want something new and trendy. Mango features a vast portfolio that covers over 20 items in each category. The products are always new and keep up with recent trends that customers can find online.
Mango is a global brand and, therefore, sports an international presence. Although the brand started in Barcelona, it has spread its wings to Europe, Asia-Pacific, Africa, and America. The brand owns a strong distribution channel through over 2000 stores in over 100 countries. Therefore, the brand adopted the franchise system and opened the store under a franchise that handles its upkeep. Mango stores feature advanced technology. It also offers excellent services to ensure a seamless shopping experience. The brand understood the importance of online marketing quite early and launched its first website in 1995. However, the brand opened its first online e-store in 2000.
Mango’s target audience is the upper and upper-middle sections of urban society. The brand focuses its efforts on fashion-conscious males and females belonging to the middle-age group. Mango produces both medium and top-quality products. The brand successfully positioned itself as a mid-range brand and offered a mid-premium pricing policy for its customers.
Mango’s pricing is reasonable and affordable for its customers in the urban community.
The brand uses a bold and distinct marketing policy to build brand awareness. Mango uses electronic, print, digital and social media platforms for advertising its offering. There have also been smart and trendy campaigns on different social media platforms to keep up brand visibility online and offline. Its social media pages contain posts on limited edition collections and the latest campaigns. Its Instagram account, on the other hand, contains inspirational quotes and posts related to the brand.
With fashion trends coming and going, Mango and Zara quickly jump into the wave to provide buyers with what they’re looking for. From this Zara vs Mango review, it is clear that the founders created both brands focused on customer experience. Zara and Mango aim to always provide trendy fashion, which provides this at an affordable price. Both brands are sure to be put to the test in the following years. However, these marketing strategies will help the brands adapt and grow in the evolving market.