Mango will introduce new product into its stores every two weeks

Mango will introduce new product into its stores every two weeks

Mango has unveiled its new business strategy which will see the Spanish women's fashion chain introduce new product into its stores every two weeks and no longer print its catalogues under what it describes as a "major revolution".

From February, to coincide with its new spring/summer 2016 collection, Mango will stock its stores with the latest products every two weeks in order to "respond to the needs of the market". 

The company, which has over 2,700 stores in 109 countries, says speed and immediacy will be the key factors in the new strategy, which is why it is focusing on getting the right product in stores at the right time. 

Mango explains that the "major change" will see its communication strategy transform, with a different advertising campaign featuring the latest trends expected to launch every month. 

In addition, the brand will publish new content in its digital environment every two weeks to communicate the latest products available in its stores. As a result, Mango will no longer print any version of its catalogue, with 22m copies having previously been distributed every year.  

Instead, its online channel, which now accounts for 10% of group total turnover, will be the company's major commitment. 

Mango closed the 2014 financial year with a turnover of EUR2.02bn (US$2.18bn), up 9.3% over the prior year, and recorded an EBITDA of EUR223m.