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Mango is taking a page out of fellow Spanish retailer Zara and working to get more new products in stores faster. WWD reports that starting in the spring, Mango will start to emphasize fast fashion and promises to have new items in the stores every two weeks. The brand tells WWD that it is "undergoing a major revolution and putting all of its efforts into offering the latest products in its stores."
A spokesperson for the company says that the infrastructure for this ramp-up in frequency is already in place, and it's more about getting them all on the same page. "It is more a matter of [coordinating] all of the teams involved in the process, such as the design team, the stores team and the visual merchandising team."
To keep up with new products arriving in store on a more regular basis, Mango is also committing to advertising products more frequently. Every month, Mango will release a new campaign, starring a new "face" of the brand, with the latest trends available in stores. And every two weeks, the retailer will push content "in the most immediate way possible" — which, we have to imagine is this thing called The Internet.
The new strategy also gives more proof that print is dead. Mango will no longer publish the catalogue it used, up until now, to communicate with 22 million customers.