What has made Mango one of the principal high street stores in today’s consumer world? Notable for its carefully prepared advertising strategy, its tactic of working with celebrity designers, such as Penelope Cruz and Liz Hurley, long before its competitors did the same, and also for being one of the first fashion chains to sell online, Mango’s success and expansion has been extraordinary, going from a single store to its current presence in over 90 countries in under three decades. Founded by Catalan brothers Isak and Nahman Andic, Mango opened its first store in Barcelona in 1984. Yet by the end of 2011, it will have over 3,000 shops around the world. This book takes an inside look at Mango, its growth, brand development and business model. It reveals the inner workings of a company which is determined to outdo its chief rival, Zara, in the cut-throat world of high-street fashion.
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