Mango, the renowned fashion brand, is a true epitome of affordable elegance and contemporary style. With a passion for delivering fashion-forward clothing and accessories, Mango has carved its niche in the high street fashion segment. Its marketing strategy is a testament to its commitment to staying at the forefront of the fashion industry and it utilises Influencer Marketing in a few directions. #Mangogirls
As a standard practice, Mango actively seeks to remain a constant presence in the feeds of fashion enthusiasts throughout the year. However, relying solely on their primary channel no longer suffices. Mango fosters a vibrant community of content creators, who consistently share their unique takes on Mango's fashion offerings with their dedicated followers. This collaborations usually result in dedicated posts, with no other brands shown or mentioned.
The brand places a strong emphasis on collaborating with influencers who not only boast a significant online presence but also resonate with Mango's distinct style and brand values. While cultivating relationships within their influencer community, the brand continuously introduces fresh faces into their marketing campaigns. Mango takes a strategic approach in identifying the right influencers who can seamlessly integrate Mango into their personal style and content in an authentic manner. #mangogirls community include Claire Rose Cliteur, Tamu Mcpherson and more.
Influencer x Mango collections
Mango teams up with Influencers to create special capsule collections, which are presented in name of both, the influencer and the brand. These campaigns aim to leverage the influencer's unique style and reach to promote Mango's products, creating buzz and generating interest among their respective audiences. While influencers take part in creating the collection that best represents their style, they are also staring in the editorial campaign.
The strategy behind deciding which influencer to collaborate with doesn't lye in finding a new face or hyped name. Mango creates capsule collection with influencers that have strong connection and established partnership with the brand. Audiences of these influencers are already familiar with Mango through their previous partnerships and this big collaboration is aiming to feel as authentic to their lifestyle and esthetic as possible.
Leandra Medine Cohen, Pernille Teisbek and Camille Cherrier have teamed up with Mango in the past and they all brought their unique style into the collection. While Leandra created the multiphasaded New York City fashion writers ideal wardrobe Camille curated a perfect winter party selection, which was very organic, considering her wedding just prior the launch (and incorporation of one of her wedding dress styles into the piece).
Mango anounced the next Capsule collection to be in collabiration with Jen Ceballos. The collection will drop this Novermber but in the meantime here are some of the recent ones:
Live shopping Event
In recent seasons, Mango has introduced Live Shopping Events on its website and app, providing dedicated customers with a special shopping experience guided by an expert. These Live Shopping events are centered around various themes, such as the Back-To-Work season, among others. For this initiative, Mango chose Monica Ainley as the host. As a longtime industry insider, a prominent fashion figure in the digital world, and an authoritative professional, Monica is a perfect fit for the role.
In addition to informing both audiences about the upcoming events, Mango regularly creates video and photo content, including behind-the-scenes footage, throwback highlights, and more, to pique interest and direct the audience to www.mango.com.
Trends of The Season with Julia Hobbs
Another avenue for Mango to utilize Influencer Marketing is through a video series where the influential host, Julia Hobbs, analyzes and styles the latest trends of the season available in Mango's collections. With this approach, Mango effectively conveys its message through the authoritative Fashion Features Director at British Vogue. While Julia styles the items into her perfect looks, an important aspect of these series is the environment, which allows viewers behind-the-scenes access to mood boards, studios, and the steaming process. The videos are shared across multiple social media channels, from Instagram to YouTube, and Julia's personal account dedicates posts to her ongoing partnership as well. #mangowoman"
Throughout all the activities, the trend of aligning with influencers who resonate with Mango's brand is readily noticeable. All the influencers currently at the forefront of a particular category or activity have established long-term partnerships with the brand. Consequently, the overall influencer strategy appears authentic and organic to the viewer, a valuable quality in today's saturated landscape of brand-influencer partnerships.
Let's keep an eye on upcoming partnerships and observe the new direction that Mango will take with its ever-evolving Influencer Marketing.
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