New Mango communication strategy

To launch Mango’s AW11 collection, the Spanish retailer worked together with super model Kate Moss

and British photographer Terry Richardson on a TV campaign which is due to air this September. The Mango movie is shot on the background of London, and will be broadcasted in 30 countries including the UK, France, Germany, Greece, Russia, Spain and Turkey.

With this new communication strategy, Mango is further developing its image, which will be accompanied by an investment in online media to extend coverage. Earlier this year, Moss and Richardson were present at the launch of AW11 collection in Paris, whilst filming another video for the brand ‘The Great Escape’.

Set up in 1984, Mango has over 2,000 stores in 105 countries. The company is Spain’s second largest fashion export company.