Mango Cuts Prices to Attract Younger Consumer

ON THE FAST TRACK: Mango is about to get cheaper.

The Barcelona-based retailer said on Thursday it was slashing prices of its casual collection to attract a younger consumer. Named #NewPrices, the selection of ready-to-wear pieces and accessories will carry price tags 15 percent lower than the rest of the offering and come with a look book inspired by Coachella, the annual music and arts festival held in California.

The line is slated to hit stores this month.

With both Mango’s competitors, Spanish Zara and Swedish H&M, stepping up expansion, Mango in December presented a strategy to make its fast-fashion business even faster. Stores now receive new products every two weeks, while the company is also launching advertising campaigns each month featuring the latest trend represented by the “face” that best defines it.

As reported, Kendall Jenner made the start in February with a photo series lensed by David Sims.

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