Aniko Kostyal Expansion Director CEE Russian Real Estate Summit, Moscow 2011. - презентация

1 Aniko Kostyal Expansion Director CEE Russian Real Estate Summit, Moscow 2011

2 MANGO figures shops 2011 June 1812 shops 1,6 bln euros

3 27 years of experience 1812 shops in 102 countries MANGO figures

4 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

5 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

6 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

7 In-house Clothes Design Strong Marketing (Top faces: Claudia Shiffer, Milla Jovovich, Penelope Cruz, Scarlett Johansson) MANGO: clothes design

8 A "ready-to-go" business. Our partner can focus his efforts exclusively on maximising his sales MANGO: franchise

9 How to go local being global? LOCAL KNOWLEDGE LOCAL PARTNER (form 1 up to dozens in one country)

10 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!

11 How to go local being global? ADAPT PRODUCT Special Collections 20% of our collection: Warm-climate Countries Cold-climate Countries Asian Countries Arab Countries

12 1. New formats E commerce Corners Airports 2. New store design 3. New brands MANGO: consumption driving

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14 ADAPT CHANNEL STRATEGY

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16 MANGO: new store design UPDATED Concept

17 Over 100 professionals MANGO: new store design

18 NEW brands MANGO: consumption driving

19 NEW brand: MANGO TOUCH MANGO: consumption driving

20 NEW brand: MANGO TOUCH MANGO: consumption driving

21 HE by Mango New image - Gerard Pique Football Club Barcelona player MANGO: consumption driving

22 HE by Mango MANGO: consumption driving

23 MANGO in former Soviet countries Number of shops: RUSSIA74 UCRAINE11 KAZAJSTAN10 AZERBAIJAN6 LITHUANIA6 BIELORUSIA6 LATVIA4 ESTONIA3 ARMENIA2 UZBEKISTAN2 GEORGIA1 by 1st June 2011 TOTAL125

24 MANGO: Russian market The 4th market after Spain, France and Turkey

25 1999 – first Mango shop opened in Moscow, Manezh TC Before 2011 average opening rate is 8 stores per year MANGO: Russian market

26 11 years performance: 36 cities 74 stores 49 shopping malls

27 MANGO: expansion in Russia Strategic plans: stores stores

28 MANGO: expansion in Russia Focus on: Cities already present New regional cities > inhabitants Extention of existing stores Ecommerce

29 1. New structure – MANGO office in Moscow PR, HR, Expansion local managers MANGO: strategic changes in Russia

30 2. New logistics system – organized by Mango International and local transportation Customs clearance MANGO: strategic changes in Russia

31 3. Communication B2B (conferences, fairs, mass media) MANGO: strategic changes in Russia

32 3. Communication B2C (fashion show held in Moscow March 16th, Vetoshniy) Direct Mtg Special events Private Sales Social Networks

33 MANGO: strategic changes in Russia 3. Communication B2C (fashion show held in Moscow March 16th, Vetoshniy)

34 MANGO: closer to customers 1. Direct Marketing: Newsletter by Catalogues by mail

35 MANGO: closer to customers 2. Special events: Online ELLE magazin contest (4 days trip to Barcelona)

36 MANGO: closer to customers 2. Special events: Offline ELLE seminars COSMOSHOPPING nights VOGUE fashion night-out

37 MANGO: closer to customers

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39 3. Individual sales promotion Glamour campaign (25% discount for magazine readers) Private sales (40% discount 1 week before sales)

40 MANGO: closer to customers 4. Social Networks Facebook V kontakte

41 Aniko Kostyal – May Moscow Thank you for your attention!