A description and critical review is given about the Mango fashion app , written by two students of the Amsterdam Fashion Institute: Manon Tielbeek and Stephanie Oonk.
Fashion brands are always looking how to increase their profit and new ways to sell their clothing. Something that has become very popular over the last few years for brands is developing an app (The Next Web, ‘12). Some brands create an app just to inspire their consumers, others make it into an actual shop on your phone, so you can buy their clothing anytime and anywhere (Econsutancy ‘14, MacWorld ‘14, iTunes ‘14).
A brand that has made its app into a ‘portable shop’ is Mango. They have made their own app that is basically a mobile version of their web shop, however they call it a lifestyle app, They launched this app on the 20th of May in 2010 (iTunes. 2014), which is quite early compared to their competitors (Zara launched their app on the 31st of July 2012 and H&M on the 4th of January in 2013) (Econsultancy ‘14, MacWorld ‘14). Because this is an app of their own brand, there are no adds on it and they do not refer to anything other than their own stores and web shop.
The main role of the app is to view the collection and it is easier to navigate and buy with the app on your phone, rather than having to go to the web shop. An extra feature on the app is the scan & buy technology, where you can scan the barcode of a garment and get extra infor-mation about it or buy it directly.
ere are few details, only the necessary information is showe background is white and the titles are shown in black. e photos in the app are very sharp and show models wearing the clothing, which makes it easy to see how tht of a garment is (Mango MNG App ‘14). In the iTunes store there are some reviews of consumers that have downloaded the app. The consumers mainly complain about technical malfunctions of the app, especially after updating it. Besides that, they are predominantly positive about ie type of consumers that download this app is very broad, as it is for women’s, men’s, kids and plus size clothings makes it accessible for everyone (iTunes ‘14).
In the app there are references to icons such as famous models, which are shown in the campaign pictures. In the current campaign the famous model Daria Werbowy is shown as the ‘icon’ of Mango. Ninona Vila, Mango’s public relations manager, said: ‘Daria perfectly represents the values of Mango. She is a young girl with a strong personality and sense of style.’ (Grazia UK ‘14). The app makes the whole Mango story more clear and makes it complete when we are talking about: a physical store, an online store and app.
Nowadays companies need to stay up to date with technology and implement this in their strategies (Huffington Post ‘14). The app is an extra way for consumers to see what Mango is about and to buy their products. It also refers to physical stores because the consumers can check the availability of specific items in stores with the app. Furthermore as we told before consumers can scan & buy, which means that by scanning the barcode of an item you can directly buy the product (Mango MNG App ‘14).
To conclude you can say the app strengthens the physical stores. It is like a ‘little’ web shop, which is easy to use for consumers on their phones or tablets when they are on the go. Consumers can browse through the collections, see new producd stores nearby and buy products. It is an addition which helps to increase their profit and find new ways to sell their clothing as the consumers nowadays are active on various online platforms and apps are becoming increasingly popular (Huffington Post ‘14).