Trend manufacturers face a number of challenges, not like some other trade.
They need to adapt shortly to all of the seasonal traits, keep an assortment of a number of sizes, fulfill the suitable merchandise to their prospects, however most significantly, stay relevant in the fast fashion scene, which is usually criticized.
Since vogue manufacturers are primarily about aesthetics, they closely depend on all people’s most beloved interactive expertise – social media.
Why could you ask? Nicely, as a result of social media is all about visible content material, by which individuals get impressed.
One in every of our social media industry benchmarks studies has proven that manufacturers within the vogue trade profit an amazing deal from utilizing social media.
To raised perceive how vogue manufacturers combine social media into their general technique, I analyzed Mango’s advertising and marketing technique.
And since everybody loves private tales and real-life examples, we talked with Estela Alcaide, On-line Communication Supervisor at Mango, in a single episode of Insider Insights podcast to learn the way they do it.
Let’s get to the juicy stuff!
Mango’s Advertising Technique
- How Mango created a compelling brand
- Mango’s content strategy
- Mango’s social media campaigns
- How Mango approaches influencer marketing
- Mango and its competitors
1. How Mango created a compelling model
Mango is a world multinational that designs, manufactures, and markets clothes and niknaks. The corporate was based in Barcelona, Spain, in 1984.
The model produces garments and equipment for ladies, males, and kids and is a number one model within the trade. Its most important focus is to create vogue for the younger and concrete lady.
In response to their LinkedIn profile, Mango has greater than 15,000 staff and over 2,200 shops in 118 international locations worldwide.
However past numbers and statistics, most individuals know Mango for its compelling model. Whether or not we have seen Mango’s shops in malls, on the streets throughout our vacationer walks, or in media, all people heard of the model and might visualize their refined but easy brand.
Though it is the youngest of its rivals (Zara, H&M, or Massimo Dutti), Mango succeeded in positioning itself as a classy, stylish, city model of fine high quality at an reasonably priced worth.
How do they do this? By means of powerful marketing strategy.
Mango has a strong social media presence, communicates increasingly more on its sustainable assortment, developed an in depth and constructive relationship with its followers, and invests in influencer marketing.
2. Mango’s content material technique
Social media permits manufacturers to have interaction in bidirectional communication with their followers, so sharing unique and interesting content material is a should. As such, social media performs a necessary half in Mango’s communication strategy.
Mango always adjusts and adapts its social media content material to what’s common, sharing the newest vogue traits and thus delighting its prospects.
As Estela shared with us in one in every of our podcast episodes, Mango is continually testing and experimenting with social media content material, all the time making an attempt to know how content material is altering and the way they’ll create higher content material that speaks to their customers immediately.
Discover out extra about Estela’s insights relating to Mango’s advertising and marketing technique in Insider Insights’ podcast episode:
On Fb, you may discover many posts with vogue suggestions and methods and outfit concepts centered round Mango’s merchandise. All such Fb posts include the merchandise’ codes, making them simpler to seek out and purchase on their web site.
With 11.7 million followers on Fb and nearly 12 million likes, Mango appears to have discovered the important thing to Facebook success.
On Instagram, their content material is fairly just like what you discover on Fb, which suggests a mixture of inspirational vogue outfits, pictorials, campaigns, or postcards. In addition they tag their merchandise in Instagram posts and often have the swipe-up function that takes you on to their web site on Stories.
With 12.4 million followers on Instagram, Mango managed to realize 529k followers within the final six months. Utilizing a social media analytics tool like Socialinsider, you’ll be able to hold monitor of your followers’ development.
For those who take a glimpse at Mango’s social media presence, you may discover that they put an amazing emphasis on approaching their purchasers emotionally.
In response to Estela, Mango’s most important aim is to be extra human, create genuine conversations and relationships with the group, and higher perceive what folks really want from the model.
If up to now, enterprises have been primarily specializing in creating nice content material however have been typically forgetting that they have been addressing to actual folks with actual emotions, these days, manufacturers understood that the important thing to having an engaged group is thru a human-centered technique.
As Estela instructed us, Mango now has a buyer group that’s in command of responding to each message of consumers who need to join with the model. They have been doing this technique for multiple 12 months, and so they have nice outcomes, as increasingly more folks need to join and discuss to them.
Amongst many insights Estela shared about Mango’s advertising and marketing technique, we additionally discovered that they adapt their content material to each platform’s specifics. If up to now, Mango had the identical marketing campaign throughout all social media channels, now they’ve totally different groups specialised in each social media platform.
For instance, Mango began doing extra Reels on Instagram as a result of individuals are extra concerned with visible content material.
Development forecasting is the reply to Mango’s questions on social media technique, assortment planning, and sustainability efforts. Their advertisements should not solely trending however are designed round a powerful idea.
One in every of Mango’s most impactful campaigns is known as “The Sustainable Selection.” Increasingly, customers are demanding sustainable practices from their favourite clothes manufacturers, and Mango isn’t any exception.
The model appears to be conscious that youthful individuals are extra aware of quick vogue, so it is making an attempt to draw them by this new clothes line. By means of this marketing campaign, Mango has upped its communication surrounding sustainability to assist unfold consciousness to its customers about this rising matter within the trade.
Other than having a devoted web page on their web site to this marketing campaign, “The Sustainable Selection” took over Mango’s Fb and Instagram profiles, receiving spectacular engagement.
One other nice marketing campaign is known as “Postcards from…” created across the thought of nostalgia. The marketing campaign tries to deliver again the fantastic thing about sending postcards from holidays and has a female and laid-back vibe.
Such campaigns are very good social media content material concepts as a result of they invite the group to have conversations. Folks really feel a mutual floor with the model, and social media channels develop into protected areas to share reminiscences and private experiences.
“Violeta” by Mango is a marketing campaign that promotes a clothes assortment that ranges from measurement 40 to 52. I really like such campaigns as a result of they present that the model is dedicated to inclusivity and variety.
Probably the most difficult campaigns of Mango was launching a TikTok web page, as Estela instructed us. Because the model’s common voice on the opposite platforms was not essentially humorous, their greatest problem was discovering Mango’s tone of voice tailored to TikTok’s content material.
Mango’s TikTok web page conjures up the world by sharing its ardour for Mediterranean type and tradition, taking satisfaction in its pure and up to date type. The model’s TikTok content material embodies the Mediterranean essence, which interprets by timeless designs and collections.
One 12 months in the past, Mango was starting its TikTok journey, struggling to seek out the important thing to success. Now Mango is a heavy TikTok consumer, with 153k followers and roughly 687k likes.
Mango makes use of a TopView to showcase weekly outfits that includes worldwide influencers. Their advertisements have official music to spice up engagement, driving customers to Mango’s profile with a CTA and a hashtag, inviting folks to affix the group (#MangoCommunity), in accordance with TikTok for Business.
An attention-grabbing TikTok content material thought Mango had was to submit yoga classes. As Estela shared, social media content material, particularly after the COVID-19 pandemic, will not be that polished anymore. Though the standard remains to be a should, individuals are extra within the story behind a submit, the message the model desires to echo.
And Mango realized that exhibiting your group the true aspect of your model is key to holding them hooked. Now, Mango shares yoga classes or the house workplace of Mango folks, content material you didn’t see earlier than.
4. How Mango approaches influencer advertising and marketing
In response to Influencer Marketing Hub’s 2021 benchmark report, the influencer advertising and marketing trade is about to develop to roughly $13.8 billion in 2021.
From soccer legend Zinedine Zidane, who was the face of the Mango Man marketing campaign, to Kate Moss, who was Mango’s in all probability most well-known muse, the model understood that partnering with social media influencers is a should.
Throughout one in every of our podcast episodes, Estela confirmed to us that influencer marketing is a vital a part of Mango’s social media technique. She defined that Mango pays consideration to the influencer’s group when selecting somebody to collaborate with fairly than their followers’ quantity.
Mango primarily collaborates with girls (stylists, artists) who’ve an trustworthy story to inform and simply discover widespread floor with the model’s group. For Mango, crucial factor when doing influencer advertising and marketing is sharing tales that individuals can relate to.
And as a model that’s all about vogue, Mango is aware of how to decide on the right muses who can mix realness with type.
For instance, their newest collaboration is with Australian mannequin Miranda Kerr, which generated quite a lot of fuss as a result of it exhibits city outfits that may be included into everybody’s routine.
Other than their partnerships with influencers, Mango has a marketing campaign referred to as “Mango Ladies,” which exhibits their collaborations with common girls who shoot pictorials carrying Mango garments. This marketing campaign is de facto inspiring because it offers girls a platform to precise themselves.
5. Mango and its rivals
With 25 million followers on Instagram, Twitter, Fb, and TikTok, Mango has an essential social media presence on nearly all social media platforms, together with LinkedIn and YouTube. By means of its lively social media exercise and highly effective campaigns, Mango makes its viewers glued to the model.
To go even deeper and uncover complete analytics insights relating to Mango’s social media exercise, I used Socialinsider, a social media analytics, reporting, and benchmarking software.
By means of Socialinsider, I discovered that although Mango has essentially the most followers on Instagram (nearly 12.5 million followers), its most important engagement fee is on TikTok, with solely 20 posts up to now six months.
Plainly Mango’s fan base is extra concerned with interactive video content material, so their determination to begin a journey on this platform was the perfect one for rising their engagement.
With Socialinsider, it’s also possible to see Mango’s prime performing posts, as the image beneath exhibits.
To see the place Mango stands towards its rivals (H&M, Zara, and Massimo Dutti), I used Socialinsider’s benchmark tool. With this function, you’ll be able to group the rivals’ profiles into initiatives, get aggressive insights for any platform, and run a side-by-side comparability.
For instance, on Fb, although H&M has the best variety of followers, Mango had the largest common engagement fee per submit up to now six months.
You may also evaluate some particular social media accounts. Within the instance beneath, you’ll be able to see the comparability between Mango’s and Zara’s Instagram pages.
Or you should utilize Socialinsider’s newest function, trade, by which you evaluate any profile out of your mission with an trade of your selection. The image beneath exhibits how Mango’s Fb web page performs towards the sweetness trade.
Mango makes use of quite a lot of well-implemented on-line advertising and marketing methods. From a recognizable model, a platform-oriented and humanized content material technique, various and stylish social media campaigns, to an clever method to influencer advertising and marketing, Mango appears to have discovered what it takes to achieve success on-line.
The medium by which all these features is, after all, social media.
An lively presence and a excessive engagement fee on social channels are important for a model’s success, primarily if one’s viewers is especially fashioned of millennials and Gen Zs, as is the case of Mango.
I’m certain you already know that there isn’t any normal recipe for social media success. Nonetheless, Mango’s social media methods will be tailored to each sort of enterprise and included into any present advertising and marketing technique.
Mango already understood the worth of social media channels, as seen of their direct-to-consumer method for enter of their assortment planning, so subsequent time you want a change, consider how Mango does it on social media and get some inspiration.