Aniko Kostyal Expansion Director CEE Russian Real Estate Summit, Moscow 2011
MANGO figures shops 2011 June 1812 shops 1,6 bln euros
27 years of experience 1812 shops in 102 countries MANGO figures
America: 6% Europe: 74% Asia: 12% Middle East: 7% Africa: 1% 25% sales in home market Opening at a rate of 1 shop/day MANGO presence
Based in Barcelona, Spain Over 8,600 employees Headquarters:150,000 m2; Design center - the biggest in Europe -10,000 m2 and 550 professionals. MANGO: behind the brand
MANGO: logistics In-house logistics system: 7 Centers in Spain All our stores 1 Center in HK Asia, Middle East 1 China All China shops HK E CH Distribution of 90 million garments per year
In-house Clothes Design Strong Marketing (Top faces: Claudia Shiffer, Milla Jovovich, Penelope Cruz, Scarlett Johansson) MANGO: clothes design
A "ready-to-go" business. Our partner can focus his efforts exclusively on maximising his sales MANGO: franchise
How to go local being global? LOCAL KNOWLEDGE LOCAL PARTNER (form 1 up to dozens in one country)
How to go local being global? LOCAL KNOWLEDGE LOCAL PARTNER (form 1 up to dozens in one country) + LOCAL SUPERVISION LOCAL NEEDS: STORES GLOBAL STRATEGY: HEADQUARTERS 80 Local Supervisors!
How to go local being global? ADAPT PRODUCT Special Collections 20% of our collection: Warm-climate Countries Cold-climate Countries Asian Countries Arab Countries
1. New formats E commerce Corners Airports 2. New store design 3. New brands MANGO: consumption driving
ADAPT CHANNEL STRATEGY
MANGO: new store design UPDATED Concept
Over 100 professionals MANGO: new store design
NEW brands MANGO: consumption driving
NEW brand: MANGO TOUCH MANGO: consumption driving
NEW brand: MANGO TOUCH MANGO: consumption driving
HE by Mango New image - Gerard Pique Football Club Barcelona player MANGO: consumption driving
HE by Mango MANGO: consumption driving
MANGO in former Soviet countries Number of shops: RUSSIA74 UCRAINE11 KAZAJSTAN10 AZERBAIJAN6 LITHUANIA6 BIELORUSIA6 LATVIA4 ESTONIA3 ARMENIA2 UZBEKISTAN2 GEORGIA1 by 1st June 2011 TOTAL125
MANGO: Russian market The 4th market after Spain, France and Turkey
1999 – first Mango shop opened in Moscow, Manezh TC Before 2011 average opening rate is 8 stores per year MANGO: Russian market
11 years performance: 36 cities 74 stores 49 shopping malls
MANGO: expansion in Russia Strategic plans: stores stores
MANGO: expansion in Russia Focus on: Cities already present New regional cities > inhabitants Extention of existing stores Ecommerce
1. New structure – MANGO office in Moscow PR, HR, Expansion local managers MANGO: strategic changes in Russia
2. New logistics system – organized by Mango International and local transportation Customs clearance MANGO: strategic changes in Russia
3. Communication B2B (conferences, fairs, mass media) MANGO: strategic changes in Russia
3. Communication B2C (fashion show held in Moscow March 16th, Vetoshniy) Direct Mtg Special events Private Sales Social Networks
MANGO: strategic changes in Russia 3. Communication B2C (fashion show held in Moscow March 16th, Vetoshniy)
MANGO: closer to customers 1. Direct Marketing: Newsletter by Catalogues by mail
MANGO: closer to customers 2. Special events: Online ELLE magazin contest (4 days trip to Barcelona)
MANGO: closer to customers 2. Special events: Offline ELLE seminars COSMOSHOPPING nights VOGUE fashion night-out
MANGO: closer to customers
3. Individual sales promotion Glamour campaign (25% discount for magazine readers) Private sales (40% discount 1 week before sales)
MANGO: closer to customers 4. Social Networks Facebook V kontakte
Aniko Kostyal – May Moscow Thank you for your attention!