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Mango is one of the principal high street stores in today's consumer world, with a shop presence in 90 countries. Notable for its carefully prepared advertising strategy, its tactic of working with celebrities as designers (eg, Penelope Cruz, Liz Hurley) long before its competitors did the same, and being one of the first fashion chains to sell online, Mango's success and expansion has been extraordinary. Founded by Catalan brothers Isak and Nahman Andic, Mango opened its first store in Barcelona in 1984. By the end of 2010, 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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About the Author:
Andrea Gay Zaragoza is a marketing and communications expert with an MBA from ESADE Business School. She is currently Global Brand Manager for the baby and medical nutrition division of the Danone Group, and is based at the company’s head offices in the Netherlands.
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- PublisherLID Publishing
- Publication date2011
- ISBN 10 1907794115
- ISBN 13 9781907794117
- BindingPaperback
- Edition number1
- Number of pages256
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Book Description Condition: New. Idioma/Language: Español. Mango is one of the principal high street stores in today's consumer world, with a shop presence in *** Nota: Los envíos a España peninsular, Baleares y Canarias se realizan a través de mensajería urgente. No aceptamos pedidos con destino a Ceuta y Melilla. Seller Inventory # 8660413
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