Customer Profile: MANGO

CUSTO MER PRO FI LE Hol li e Tansey ID:200923491

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INTRODUCTION AND CONTENTS

I collected my research from a variety of sources. I conducted an online survey which received 50 responses and then continued to interview 3 of these survey participants to get more of an insight into their lifestyles. Also, I observed the MANGO store to see who their customers are.

Other sources include the MANGO website and articles about the brand.

3 Brand overview 5 Geographic Segmentation 6 Demographic Segmentation 7 Psychographic Segmentation 8 Behavioural Segmentation 9 Customer Pen Portrait 11 - 15 Appendices 16 -

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BRAND OVERVIEW MANGO is a multinational high street fashion brand which originated in Spain in 1984.

There are 45 stores in the UK and 1700 worldwide. “At MANGO we can be differentiated for having a highly-defined concept. The MANGO concept is based on an alliance between a quality product, with an original design and a coherent and unified brand image. Dressing the modern, urban woman for her daily needs is the formula we have analysed, adapted and applied in all the countries in which MANGO is present: it has been and remains one of the keys to our commercial success and international prestige.�

(MANGO, 2017)

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GEOGRAPHIC S E G M E N TAT I O N

MANGO’s target customers are worldwide as currently Mango has 2,730 locations across 109 countries with most stores are in Spain, France, Russia and Germany, whilst the UK has only 45 stores – 18 standalone stores and 27 concessions within department stores (MANGO, 2017).

MANGO’s UK customers lead urban lifestyles with 39% living in city centres and 37% living in the suburbs (Appendix 1). Consumers generally only travel up to 14 miles to carry out leisure and shopping activities (Posner, 2011) so as Mango stores are often in the heart of cities, they attract women who live in these urban areas. According to the ACORN classification system, MANGO’s target customers would be a combination of ‘Financially Stretched’ and ‘City Sophisticates’ (CACI, 2014) as many live in student flats and houses, and small city apartments (Appendix 4).

The website generally offers more product choice than most stores and accounted for 10.7% of total sales in 2015 (MANGO, 2016) showing many MANGO customers choose to shop online.

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DEMOGRAPHIC S E G M E N TAT I O N

Students and young professionals are key target customers for MANGO. They are Millennials (Posner, 2011), aged between 18 and 25. As MANGO provides both casual wear and workwear, it is suitable for stylish career girls and students alike.

MANGO customers are well educated, often at degree level and have professional careers, but they may not have a particularly high income (CACI, 2014) so MANGO’s prices are appropriate - especially the ‘Essential Prices’ range which is priced 15% less than the normal range (Szmydke, 2016).

Whilst MANGO offers menswear online, most UK stores cater only for women, so its main UK target customer is female. MANGO is an internationally well-known brand, so it attracts many international shoppers who live and work in the UK – many from Europe but increasingly many from the Middle East and Asia (Appendix 3).

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PSYCHOGRAPHIC S E G M E N TAT I O N

MANGO customers are keen followers of social media (Appendix 2), meaning they keep up with brands, new products and promotions via Instagram and bloggers rather than reading magazines.

The MANGO Committed range is positively progressive as their target customers are also the first generation of ‘conscious consumers’ (Posner, 2011) meaning they are aware of environmental and social sustainability more than previous generations.

Despite a possibly low income, MANGO customers enjoy eating out – especially for brunch; going for cocktails; and travelling (Appendix 2).

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BEHAVIOURAL S E G M E N TAT I O N  

MANGO customers also shop in other high street stores including H&M, Zara, Cos and French Connection. 57% of the customers surveyed shop for new clothes at least once a month (Appendix 1). They value affordable but good quality clothes and like to find simple pieces with a fashionable twist (Appendix 2). Although they don’t consistently follow new trends, they do keep up with them and often look to more luxury brands for style inspiration too.

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CUSTOMER PEN PORTRAIT

Age Bracket: 18-30 Occupation: Student / Graduate Young Professional An average day: “I go to uni, between lectures I get a coffee with my friends and do work. I cook tea with my housemates and we usually watch TV together or go to the local pub.

Twice a week I go to the gym with my friend.” Maddie, 20.

“Some mornings I go to yoga before work. I walk to work as I live in the city centre. After work I sometimes meet friends for food or drinks but most nights I go home, cook and chill with my boyfriend.”

Jade, 27.

On MANGO: “I like how they follow fashion trends whilst also designing timeless stylish pieces such as white shirts and tailored trousers.” Jade, 27 “They design some cool pieces that look a lot more expensive than they are – I always keep my eye out for those.” Chelsie, 24.

(All appendix 2)

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APPENDICES Appendix 1 : Customer Survey (46 Participants)

Link: https://www.surveymonkey.co.uk/r/5FSJMY5

How often do you look in MANGO? A few times a year 63% About once a week 3% A few times a month 36%

Do you own accessories from MANGO? 19% own accessories from Mango 81% own only clothes What is your employment status?

54% are students 33% are part time employed 22% are full time employed How old are you?

78% of participants are 18-25 11% of participants are 40-55 9% of participants are 25-40 2% of participants are 55+ How often do you go shopping?

57% go shopping at least once a month 35% go fashion shopping at least once a week 8% go shopping a few times a year What are your hobbies? (Multiple choice) 58% cooking 56 % sports and exercise 42 % blogging and reading blogs 40% reading Other answers: arts and crafts, writing, watching TV, music as hobbies

Where do you live?

39% live in a city centre 37% live in the suburbs 17% live in a village 7% live in the countryside Do you rent or own your home?

54 % rent their home 33% own their home 13% live with parents

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APPENDICES Appendix 2: Customer Interviews 1.

What are your opinions on Mango’s designs and pricing?

“I like neutral pieces and Mango always has a good range of these. The prices are good but some pieces are really expensive compared to the rest” Maddie, 20.

“Mango is really well priced as it provides good quality clothes. I like how they both follow fashion trends whilst also designing stylish timeless pieces such as white shirts and tailored trousers.” Jade, 27.

“They design some cool pieces that look a lot more expensive than they are – I always keep my eye out for those.”

Chelsie, 24.

2.

Do you shop mostly in store or online for Mango? Why?

“I do a bit of both, although I find the website has a lot more choice for if I’m looking for something specific.” Jade, 27.

“Mainly instore as then I don’t have to pay for postage! But the website is good for the accessories as the stores don’t usually stock many.” Maddie, 20.

“I prefer shopping online as it is more convenient and requires less effort.” Chelsie, 24.

3.

Why do you buy from Mango?

“Not many of my friends shop there so it means I have less chance of buying the same things as them. I always get complimented on my MANGO clothes.” Maddie, 20.

“It’s one of the best places to get a mixture of workwear and weekend wear.” Jade, 27.

4.

Describe your ideal weekend.

“Cocktails with my friends after work on Friday, out for brunch on Saturday morning to cure the hangover, followed by a chill day catching up on social media, then a takeaway from Deliveroo from one of my favourite restaurants.” Jade, 27.

“Cheese and wine night, out for Thai street food, go to yoga at my gym, see my friends, watch Netflix – all in no particular order!”

Chelsie, 24.

“No assignments would be great. Then I could catch up with friends, go out to bars or a club, and spend Sunday in my pyjamas watching my favourite Netflix series.” Maddie, 20.

5.

Briefly describe your average day (lifestyle, family/friends, work, social habits).

“I go to uni, between lectures I get a coffee with my friends and do work. I cook tea with my housemates and we usually watch TV together or go to the local pub. Twice a week I go to the gym with my friend.” Maddie, 20.

“Some mornings I go to the gym for a quick workout before work. I walk to work as I live in the city centre. After work I sometimes meet friends for food or drinks but most nights I go home, cook and chill with my boyfriend.” Jade, 27.

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Which social media do you most frequently use (Facebook, Instagram, Twitter, Pinterest etc.)? What do you use it for?

“Instagram for keeping up with what my friends are up to, Twitter for current affairs and LinkedIn for networking” Jade, 27.

“Instagram, Snapchat, Facebook and Twitter. All for socialising and following people I know or bloggers.” Maddie, 20.

“Instagram and Pinterest – both for style and food inspiration.” Chelsie, 24.

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APPENDICES 7.

Describe the contents of your wardrobe (style, quality, price, colour etc.).

“Even split between workwear and weekend wear. My workwear is all high street, some statement pieces but mainly in neutral colours – white, black and blue. My weekend wear has more fashionable pieces and more colours – pink and khaki are two of my favourites.” Jade, 27.

“Skinny jeans, baggy jumpers, slogan t-shirts, and cool trainers or biker boots for uni. Denim skirts, leather leggings, pretty patterned shirts and frilly camis for going out.” Maddie, 20.

8.

Briefly describe your home (interiors, size, location).

“I live in a student house with 5 people – so 6 big bedrooms, quite basic and traditional but in the heart of student area with bars, restaurants and pubs. It’s only 10 minutes from the city centre too.” Maddie, 20.

“Small city centre apartment with 2 bedrooms – I live here with my boyfriend and we sometimes rent the spare room to friends.

It’s modern and minimalist. I love how close I am to work, and the city’s shops and bars.” Jade, 27.

“I live at home with my parents in the suburbs but I’m saving to move out with my boyfriend.” Chelsie, 24.

9.

List a few of your favourite places to eat (whether they’re chains or independent restaurants and cafes).

“I love street food markets as you can get almost any food you fancy.” Maddie, 20.

“Filmore and Union in Meanwood, Leeds. Chain wise I like Café Nero and Pret for coffee and Wagamama for food.” Chelsie, 24.

“Some of the independent delis near where I work do the best salads and sandwiches. San Carlo is my favourite restaurant to go to when I deserve a treat.” Jade, 27.

10. List some of the favourite places you’ve travelled to. Where is the next destination on your list?

“Toronto, Prague, New York, Dubai, Paris, but travelling around South America after I graduated is my ultimate favourite – it’s where I met my boyfriend!” Jade, 27.

“Barcelona is my favourite city, but I loved Dusseldorf, Rome and I love London. My parents are taking me to Milan for my 21st birthday and I can’t wait!” Maddie, 20.

“Beach holidays are my favourite – Sicily and Santorini are my favourites. I want to go to Thailand in the next few years if I can afford it.” Chelsie, 24.

11. Which other stores do you shop in for clothes and accessories?

“Mainly H&M and Zara, occasionally River Island, Topshop and Missguided.” Maddie, 20.

“Cos, Zara, French Connection, Warehouse and H&M.” Jade, 27.

“I shop online a lot so I love ASOS. Also Stradivarius, Pull&Bear, and H&M.” Chelsie, 24.

12. What are some stores you aspire to shop in?

“Cos and &Other Stories. If I was really rich – Gucci, Stella McCartney and Calvin Klein.” Maddie, 20.

“Chloè – I LOVE their bags.” Chelsie, 24.

“Reiss and Whistles for workwear. Also Acne, Alexander Wang and Chloè.” Jade, 27.

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APPENDICES Appendix 3: Store Observations On a Saturday afternoon for 30 minutes I observed the MANGO store in Trinity Leeds. I did a tally of the age band that I thought the customers were in and also observed the general style of their clothes and who they were shopping with.

Age

Tally

18-24

15

25-30

9

31-40

5

40-55

5

Over 55

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My observation confirmed that the target customers are between 18 and 30 as the majority of shoppers were between these ages.

Most were either alone or with friends. The customers over 40 years old seemed to be with younger women, suggesting they were shopping with their daughters who are in the target customer age.

Generally, MANGO customers were dressed stylish and not overly trend orientated. Most wore a combination of the following: fur coats, trench coats, wool coats, skinny jeans, mom jeans, black tailored leggings, ankle boots, heeled boots, white trainers.

Most shoppers were British and European but there were also a few of Asian nationality.

Appendix 4: The ACORN CLASSIFICATION SYSTEM MANGO customers fall into 4 of the ACORN CLASSIFICATION SYSTEM categories. These define their lifestyles and their geographic and economic situation. Here are the 4 categories: - Student flats and halls of residence (Financially Stretched) “Regular internet users, they are generally comfortable with researching and buying goods. Groceries, music, musical equipment, smartphones, and clothes might be bought online. Their online purchases may often be influenced by reading customer reviews or comments. They are also more frequent readers of blogs and more likely to share their opinions in discussion forums. They may be downloading or streaming TV, playing games online and some may gamble online. Most will read newspapers online rather than buying a paper.

Their interests may focus around sports, films and going out. Some may regularly go to the gym to attend exercise, dance or similar classes. Film, computing, educational and style magazines may be their preferred reading matter.

The kind of high street names this type might favour includes New Look, Topshop, Topman, River Island and H&M. Coffee shops, pizza and burger shops are also likely to find favour.”

- Term-time terraces (Financially stretched) “Social media is used more frequently and by a higher proportion of these people than average and they are likely to share video and photographic content more frequently.

Music, film, computers and games all feature highly amongst their interests. They might shop at retailers such as Game, and Apple Store for gadgets and New Look, TK Maxx, Hollister, Topshop, and Topman for clothes. They will frequent Starbucks, Burger King and similar outlets.”

- Educated Young People in flats and tenements (Financially stretched) “These young people spend more time online than many, while also having active social lives. They are more likely to have smart phones, portable media players, and perhaps tablet computers, through which they may access the internet. Online research might include buying tickets for cinema or events, eating out, or searching for somewhere to live. They are likely to frequent fast food outlets and coffee shops. The convenience of online shopping delivery will be attractive to some, as will reading newspapers online.

Downloading music, streaming videos and other online entertainment may also be done by these people.

A high proportion, around a third, will download a large number of apps to their smartphone. Favoured mobile content will tend to include sports, fitness, lifestyle, gambling and entertainment. Travel, photography and financial apps are more prevalent than average.

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APPENDICES These people also make use of utility apps such as translators, dictionaries, maps and multimedia.

Some are likely to use their QR scanner to access digital content or to pay for goods.

When they can afford it they will prefer to holiday in Asia and other far flung places rather than Europe. Their interests might include football, music, film, exercise at the gym and fashion.�

- Socialising Young Renters (City Sophisticates) “These young singles and sharers are at the early stages of their careers, living active urban social lifestyles in cities and towns.

It is extremely unlikely any of these young people will not have gone online in the past week. They will manage their finances online, plan their travel online, access current affairs and read newspapers and magazines online, and order pizza online.

Social networking sites are used to establish business contacts more than to follow celebrities and while some might become a fan of a brand most tend to use social media less than average. Instead, these people will be out with their friends, having a meal, going to the cinema or a club, generally living a young social lifestyle.�

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REFERENCES Sources CACI. 2014. The Acorn User Guide: The Consumer Classification. [Online]. [Accessed 24/2/17].

Available from: http://acorn.caci.co.uk/downloads/Acorn-User-guide.pdf MANGO. 2016. Mango Sales Grew by 15.3% in 2015 Driven by the Opening of Megastores.

[Online]. [Accessed 24/2/17]. Available from: http://press.mango.com/en/mango-sales-grewby-15-3-in-2015-driven-by-the-opening-of-megastores-_2342 Posner, H. 2011. Marketing Fashion: Strategy, Branding and Promotion. London: Laurence King, pp114-11.

Szmydke, P. 2015. MANGO Cuts Prices to Attract Younger Consumer. [Online]. [Accessed 28/2/17]. Available from: http://wwd.com/fashion-news/fashion-scoops/mango-cuts-prices-attractyounger-consumer-newprices-10392942/

Image References Page 1 - 4 Mango. 2017. Ruffled Hem Top. [Online]. [Accessed 24/2/17]. Available from: http://shop.mango.com/GB/p0/woman/clothing/shirts/sleveless/ruffled-hem-top? id=83075010_81&n=1&s=destacados_she.think_pink_she Mango. 2017. Beyond the Mirror. [Online]. [Accessed 24/2/17]. Available from: http://shop.mango.com/GB/woman/edits/beyond-the-mirror Mango via F Creators. Fall 2016 Campaign. 2016. [Online]. [Accessed 24/2/17]. Available from: http://fcreators.com/mango-is-spot-on-with-its-fall-campaign-2016-the-best-streetstyle-new-york/

Page 5 - 8 Liana, A. 2016. Instagram post. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BLOL7g-gvPz/?takenby=amelialiana Liana, A. 2017. Coffee and cake with friends. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BQ-0PalDr3n/?taken-by=amelialiana Livvyland Blog. 2016. Instagram post. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/BKjVFptB1jr/ Mango via Camp, J for Who What Wear. 2014. http://www.whowhatwear.co.uk/12-minimal-work-perfect-looks-from-mango/slide4 Mango. 2017. Fawn hints. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/BQXxV3rgiX3/ Mango. 2017. Leather flap bag. [Online]. [Accessed 23/2/17]. Available from: http://shop.mango.com/GB/p0/woman/accessories/ bags/crossbody-bags/leather-flap-bag?id=83060176_99&n=1&s=accesorios.bolsos Mango. 2017. Poetic sweatshirt. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/BPNEGRHAXFw/ Miles, CH. 2017. Friends. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BQBXD07Ddcw/?takenby=chloehelenmiles Roddy, A. 2017. Student style. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BQlcp-PAM_v/?takenby=lissyroddyy

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REFERENCES Sheldon, E. 2017. Cocktails at Angelica in Leeds. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/ BPs4VZIF_8d/ Sheldon, E. 2017. Skyline. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/BQfF32sl3up/

Page 9-10 Miles, CH. 2017. LFW in a striped tshirt and jeans. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BQ254CSDD1L/?taken-by=chloehelenmiles Miles, CH. 2017. Outfit. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BLwbwpdD8f7/?takenby=chloehelenmiles Sheldon, E. 2016. Instagram post. [Accessed 23/2/17] Available from: https://www.instagram.com/p/BMCOP3qFpg2/ Sheldon, E. 2016. Yoga. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BMCOP3qFpg2/?takenby=emshelx The List. 2011. Best takeaway in Glasgow. [Online]. [Accessed 23/2/17]. Available from: https://food.list.co.uk/article/33254keeping-it-in-house-the-best-takeaway-and-home-delivery-in-glasgow-and-edinburgh/ Thomas, S. 2015. Streeters Collection. [Online]. [Accessed 23/2/17]. Available from: https://models.com/Work/mango-streeterscollection/viewAll Wish Wish Wish. 2016. Stationary and laptop. [Online]. [Accessed 23/2/17]. Available from: http://wishwishwish.net/2016/01/ kikki-k-haul/

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