Mango may be positioned alongside Topshop (and whisper it, Spanish rival Zara), but it's fight to win over the UK high street customer is working. Even though España, may not have the reputation as a fashion capital in the same realm as France and and the United States, it has had a huge impact on the UK high street. Sure Zara, Uterque and Bimba and Lola have done their bit to position this sun-drenched country on the fashion map, but it’s Mango that is the most talked about Spanish label.
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It’s not a well-guarded secret that Mango’s offering of affordable summer dresses, tailored coats, fun bags and trend-driven shoes have helped amp up its appeal. However, it’s been the store’s marketing team that has driven the multi-pronged attack on our wardrobe. There’s no denying the appeal of Mango’s online outlet, which like Zara’s discount site Lefties, offers up to 50% off in-season collection of Mango boots, blazers, bags and more. Mango has also lead the vanguard with its plus-size range, Violetta, and it’s sustainable collection called Committed. Yet, data shows the label’s competitive advantage is down to a single platform: Instagram.
Launchmerics revealed to Who What Wear UK that Mango’s influencer alliances and social media campaigns have driven its success. The data scientists explained that the hashtag #MangoCommitted has received over 450,377 engagements with one dress in particular - a white linen midi dress with black buttons that’s been featured on Lucy Williams’ feed - receiving particular interest. Likewise, the hashtags #MangoGirls currently presents 26,021 posts.
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The concept is like ASOS’ insider programme: Mango approaches a list of micro and macro influencers from across the globe who pick pieces from their collections that they like, photograph themselves wearing them and then include #MangoGirls in their caption. What the brand didn’t realise was that 80 per cent more brand fanatics would hop on the hashtag too, which only further underlines how popular the label is becoming. ‘These are Instagram users who we don’t even know, and that’s a great indicator’, Mango’s communications director Guillermo Corominas toldVogue, he added, ‘we can see that anything with a #Mangogirls hashtag has a big engagement rate. It means we’re doing the right thing.’
Though their roster of influencers is every changing, depending on who Corominas and his team think is credible and reflective of the Mango brand ethos, the label’s most engaging personality is a Russian DJ called Daria Malygina. Launchmetrics reported that @dariamalygina posted 22 pictures last year with the tag #MangoGirls hashtag in 2017 that had a total engagement (i.e., likes and comments) of 219,699. For an Instagrammer with 255K followers, this shows a substantial real-time interest in her fashion choices.
Daria isn’t the only professional blogger to be in this elite crew of Mango girls. Farfetch’s Yasmin Sewell, Man Repeller’s Leandra Medine as well as a Blanca Miro, Sabina Socol, Gilda Ambrosio, Blanca Miroand Julia Restoin Rotfield all take part. Though they may be spread across the globe there is one thing they all have in common: like Jacquemus with their French girl niche and Reformation's vision of Cali cool, Mango’s Insta-imagery has a specific patina. There’s an easy coolness to its girls club. They are the type of women who can put a summery straw bag with a cashmere sweater, they make a cold winter’s day look rich with sunlight and a hot humid afternoon look breezy. In other words, they are slick operates with a natural nack for making their Mango partnerships look like authentic endorsements.
For fans of Mango, like you and I, the invitation to join this exclusive Instagram community may remain elusive, but it’s not without its benefits. For immediate styling tips and instant outfit gratification, this crowd of hand-picked Mango-dressed women are personal stylists feeding items we can afford to buy directly to our mobile phones.
12 Mango Dresses, Shoes, Tops And Skirts To Buy Online Right Now:
Mango, Structured Linen Jacket, £69.99buy
Mango, Structured Linen Jacket, £69.99buy
Mango, Contrasting Knit Tank Top, £25.99buy
Mango, Striped Design Earrings, £12.99buy
Mango, Linen Pocketed Skirt, £69.99buy
Mango, Striped Linen-Blend Top, £29.99buy
Mango, Belt Relaxed Jeans, £49.99buy
Mango, Bow Knit Top, £19.99buy
Mango, Striped Shopper Bag, £19.99buy
Mango, Medium Denim Overshirt, £39.99buy
Mango, Linen Shorts, £35.99buy
Mango, Pocket Linen Shirt, £29.99buy
Image Credit: Instagram/@dariamalygina