Sustainability and customer centricity are to be at the forefront of the Spanish fashion chain’s new stores. The first store with this concept was opened in Düsseldorf in March. The store with a sales area of 1,400sqm is located in Kö-Bogen II, also known as the “green building” because of its green facade.
The store design features a strong influence of Mediterranean culture and fashion, where warm tones and neutral primary colors predominate, mixed with traditional, handmade, sustainable and natural materials such as ceramics, tuff, wood, marble, esparto grass or leather. According to Mango, the stores already feature eco-efficient lighting and air conditioning.
To further improve the customer experience, Mango has listened to its innovation community, a platform where the brand’s customers can express their preferences, opinions and expectations about the company’s products and business strategies. As a result, new services and functionalities have been integrated, such as a concierge service as a point of contact for customers in the store, as well as larger fitting rooms and checkouts on each floor.
Mango also plans to continue its commitment to omnichannel. In addition to a large click & collect area, the new space will feature exclusive online collections that customers can see and try on in-store. In addition, in-store analytics technology (Deep Learning) combined with RFID technology will provide data to store staff to implement continuous improvement initiatives related to garment availability, assortment distribution or store navigation.
In addition, Mango continues to work with Moda re- to collect used clothing and footwear for reuse, recycling and energy recovery.
César de Vicente, Global Head of Retail at Mango, said, “Our industry is changing and so is Mango. Stores will always be a preferred meeting point for our customers with the brand and that’s why we want to offer them unique and personalized experiences supported by omnichannel technologies and services and in a pleasant environment.”
In the coming months, Mangos plans to unveil its new image in its flagship stores in the largest European cities.