VII. Appendix 1.1 Comparative Shop - MANGO (UK) Comparative Shop
Store Details
The Customer (Mango Covent Garden) The customers are mainly 30/40yo women, little to no men, with the occasional college student dropping in to look around. Customers are mainly attracted to the accessories, very little interest in the actual collection. Sunglasses, bags and jewellery are particularly popular. The more basic pieces attract some attention, but not enough for anyone to actually try anything on.
Mango 235 Oxford St, Soho, London Thursday, February 27 12:00-12:30 PM Cloudy, windy Near other high street brands, close to Oxford Circus station
Merchandise Display (Mango Covent Garden) Product is mainly displayed hanging from walls, coordinated by outfit or by collection. The different areas have a distinct overall look. Product gets more basic / less high fashion the more you move back into the store.
Exterior & Windows
Window displays: two small window sections showing one male mannequin and one female mannequin Entrance: huge open entrance with a display of mannequins posing on podium displays in the front of the store
The colourful, high fashion, very trend-based product is in the Platinum zone, right when you enter. The more you move back the more basic and neutral the products become. Sale is located all the way in the back. The sustainable collection is placed somewhere in the middle, but still, strangely enough, slightly hidden away. Focal points are on mannequins, which are placed in the center of categories. There’s very little use of props and decorations.
Exterior and Windows aren’t really dressed, engaging, or eye-catching compared to Mango’s neighbours; Bershka, Gap, Topshop, H&M There is only one entrance and exit which is open and staffed by a security guard located on the busy Oxford Street, however the store doesn’t generate much interest because there is minimal displays in the windows that aren’t attention grabbing Interior & Layout
Ground Floor: women’s, accessories, committed line, “second chances” recycling box First Floor: women’s (workwear, outerwear, denim), shoes, handbags, 3D printed jewellery, fitting rooms, committed line Second Floor: men’s, kids, online collections, returns/exchanges, mango outlet, fitting rooms Music: pop music, alternate pop Lighting: spotlighting Scent: no Atmosphere: not busy/crowded, organized and neat displays of clothing, fun and stress-free shopping experience Customers: don’t have many items in their hands when shopping, they pick things up and put them back down, not many male shoppers, not many customers on first and second floor but more on the ground floor Marketing
The Product Range
(Mango Covent Garden) Staff wears uniforms, mainly consisting of black clothing without labels. The store seems overstaffed.
Tops / jumpers / jackets / coats size range: XS, S, M, L, XL Trousers / skirts / size range: 4, 6, 8, 10, 12, 14, 16 The same size ranges are available both instore and online.
Branding on labels, tickets and carrier bags is very minimal and mainly consists of the brand logo, which is in a minimalist sans serif font on a plain, neutral background. Branding in-store is very minimal, signs and graphics are very limited. The only signage in the store is the occasional price sign. Sales are visibly marked with red labels, and mainly placed in the back of the store. There is no ecommerce. The promotion and marketing is in line with Mango’s minimal branding and aesthetic.
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The ranges were generally displayed cohesively and the pieces in the same areas made ‘sense’ together. The store layout guided the customer around the different ranges.
