SPAIN: Mango folds recession-buster line ‘Think Up’
Mango does not expect losses from discontinuing its budget clothing line Think Up, which it launched last year to target recession-hit consumers in Spain and Europe, the company’s communications director Ninona Vila confirmed to just-style on Tuesday.
She said Mango did not manufacture the line separately. Instead, it selected certain items from its own collections and relabeled them to price them some 20% below its seasonal collections.
"We wanted to launch something temporary because of the financial crisis but we soon realised that our customers don’t come to our stores to buy cheap clothes,” Vila said, adding that Mango hopes to sell any remaining items in coming weeks.
Vila would not provide any sales guidance other than to say the numbers did not meet initial targets.
Think Up was launched last August, mostly in Spain, but also in some selective markets across Europe. The label comprised a full 50-90 item wardrobe of basic yet fashionable women’s clothes including t-shirts, dresses and even coats, Vila said.
Barcelona-based Mango specialises in selling fashionable yet affordable women’s clothes though it has recently expanded into menswear. The chain operates 1,300 stores in 90 countries.
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