MANGO, Spain’s most celebrated international fashion brand, has just made its debut in Edgars in February 2013. Opening its first store in Barcelona’s Passeig de Gràcia in 1984, the brand, whose impressive global list has over 2,400 shops in 107 countries, will soon add concession stores in key Edgars retail spaces across South Africa.
The move forms part of the House of Busby’s strategy to make their international brands, such as MANGO, more accessible to a wider target audience. In addition to the existing MANGO stores in Eastgate, Melrose Arch, Sandton City, the V&A Waterfront, Woodlands and Gateway shopping centres, MANGO is now available in Edgars branches of Sandton, Fourways, Church Street and Clearwater. By the end of 2013, MANGO will be available in a number of Edgars stores across the country.
Each store-within-store area will replicate the standard MANGO store design, creating a neutral tone and material-based environment as the perfect backdrop for the apparel to take centre stage. MANGO will also be responsible for staffing its area in each Edgars store, ensuring highly trained assistants are available to offer expert guidance to all customers.
Launching with the Fall Winter 2013 Collection, the various Edgars stores will stock the MANGO Suit and Casual Collections, ensuring that Edgars customers have access to the same on-trend apparel as that available in the stand-alone stores. The collection will continue to honour the brand’s commitment to providing a quality product in accordance with the latest fashion trends and affordable prices.
With the launch of its “Thank U” loyalty programme, Edcon now has the largest retail customer database in South Africa which enables it to provide customers with relevant offers across its suite of retail and financial services products. This programme benefits customers in that they can earn points as well as shop on credit while purchasing some of their favourite brands like MANGO.
As Spain’s second biggest fashion export company, MANGO represents the perfect match for South Africa’s premium department store. Its alliance with Edgars will allow for greater accessibility to a wider market of customers, while ensuring that its brand integrity and on-trend fashion offering remain intact.
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