Mango's Low-Cost #NewPrices Collection Appeals to Millennials
Laura McQuarrie — March 30, 2016 — Fashion
References: shop.mango & thegloss
The #NewPrices collection from Mango introduces a whole new range of clothing that will be irresistible to many Millennial female consumers. As well as boasting more affordability, the first lookbook is filled with garments and accessories that embody a Coachella-inspired relaxed festival style.
Just last month, fast fashion retailer H&M revealed a campaign and a pop-up shop, signifying its continued collaborative efforts with Coachella. This new festival-inspired collection from Mango may rival some of the easy bohemian styles already on offer, especially with its budget-conscious focus.
In addition to being able to find the #NewPrices items in-store, online shoppers can now locate these low-priced items via a new section on Mango's website. In comparison to regular offerings, #NewPrices items are about 15% less expensive.
Just last month, fast fashion retailer H&M revealed a campaign and a pop-up shop, signifying its continued collaborative efforts with Coachella. This new festival-inspired collection from Mango may rival some of the easy bohemian styles already on offer, especially with its budget-conscious focus.
In addition to being able to find the #NewPrices items in-store, online shoppers can now locate these low-priced items via a new section on Mango's website. In comparison to regular offerings, #NewPrices items are about 15% less expensive.
Trend Themes
1. Affordable Festival Fashion - Fashion companies can capitalize on disruptive innovation opportunities by creating budget-friendly, festival-inspired clothing lines that appeal to Millennials.
2. Online Shopping Sections - The creation of online shopping sections specifically for budget-friendly items makes it easier for consumers to find and purchase products at reduced prices.
3. Collaborations with Events - Retailers can create collaborative campaigns and pop-up shops with popular events, such as Coachella, in order to connect with their target audience in unique ways.
Industry Implications
1. Fashion & Apparel - Fashion companies can utilize the trend of affordable festival fashion to create new clothing lines that appeal to younger consumers with limited budgets.
2. Online Retail - The creation of online shopping sections for budget-friendly items is a disruptive innovation opportunity for online retailers to attract price-sensitive consumers.
3. Event Planning & Marketing - The trend of collaborations with events presents disruptive innovation opportunities for businesses in event planning and marketing to connect with potential clients and customers in unique ways.
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