MANGO

ZARA
COMPARASION

Fashion Retailing
End-Term Submission

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 Group Details
GROUP MEMBERS : Amarnath BFT/19/371
Amuk Jain BFT/19/307
Ananya Shi Annem BFT/19/52
Garima BFT/19/342
Naisargi BFT/19/44
Pranesh Kamal BFT/19/1290
Ritwik Kesarwani BFT/19/112

GROUP NUMBER : 03
DEPARTMENT : FASHION TECHNOLOGY - DFT
SUBMISSION : END TERM SUBMISSION

SUBJECT : INTER DISCLIPINARY MINOR

FASHION RETAILING

UNDER THE GUIDANCE OF Prof. NETRAVATHI. T. S

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 Content
Abstract 6
Introduction 7

Mango
• About 9
• Brand Board 10
• STP 11
• Collection 12
• Mood Board 15
• Product Lineup 16
• Client Board 18
• Option Plan 19

Zara
• About 21
• Brand Board 22
• STP 23
• Collection 24
• Mood Board 27
• Product Lineup 28

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Comparison
• General 31
• SWOT 32
• Collection 34
• Mood Board 36
• Client Board 38
• Silhouette 40
• Option Plan Comparison 44
• Packaging 45

Findings 47
Learning Outcomes 48
Conclusion 49
Reference 50

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 Abstract
Planning a product range is the most crucial part of retail
merchandising and determining the product range for a brand involves a
lot of market research, trend forecasting and matching the product design
to the customer's choice/demand. So, understanding the product range
plan is essential to fully comprehend and conduct retail merchandising.
The paper covers our research on two recognized fashion brands, namely,
Zara and Mango; fall-winter collection of women's wear, 2020.
The study was conducted on two brands whose market positioning
is different from the other one but are direct competitors of one another.
It includes the brand board, STP analysis of the brand, the product line up
of that particular season of women's wear category. The size, price, option
plans of both the brands are compared to find the similarities and
differences in their product design, color palette, features and design
elements. The influence of demographics and the positioning of the brand
on the product line is studied. The information is collected from various
sources on the internet, the brands' official sites and a few social
networking service sites.
We analyzed how they didn’t make the designs lose the originality
and uniqueness of the brand. The variety of the brands’ product range was
studied with which we compared each brand’s concepts, trends,
silhouettes, line up and what’s different in the collections of the same
season.

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 Introduction
Retail merchandising refers to the way retailers, brands and other
product companies make their merchandise available in stores. Retail
merchandising includes both execution (i.e., shelving items and installing
displays) and strategy, which includes product selection, product
placement, display design, and other techniques. The purpose of retail
merchandising is to encourage purchases. So, to encourage purchasing,
we have to know what the target market demands are; for which a market
research is conducted and fashion forecasting is done. The product line up
or trends for the season are decided based on several factors which are
based on consumer’s demands. Since different fashion companies
manage their different seasons simultaneously, it’s crucial to have an
efficient product life cycle management plan and process in place to keep
everything on track.
A product range plan is a detailed, written overview of your entire
collection. It helps you keep track of product parameters such as style
numbers and names, number of styles, colors, variations, and features. It
also includes financial information and sales forecasting. So to
understand the product range plan, how the brands decide what to include
in it, based on what parameters, how they decide on the features of the
product and how the STPs of the company plays a role in planning the
product range, we studied and compared the product ranges of two
fashion retail brands.

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About

Mango is a Spanish fashion retailer that specializes in clothing for

women. The clothing company headquartered in Barcelona makes casual
and semi-casual clothing for men, women, and children. The company
has a production output of 18,000 which essentially comprises jeans,
casuals, and other fashion garments. Mango was traditionally a seller of
women's clothes. But the company was quick to realize that it had
opportunities in other segments following which it diversified into men,
children and teen wear which in turn helped to fuel their expansion plans
and improve their profits.

The company which is owned by the Spanish Billionaire Isak Andik aims
at creating stylish clothes which are trending in women, men and kids’
fashion and offer them to customers at affordable prices. MANGO opened
its 99th store in 1992. From this point on, the company’s international
expansion got underway with the opening of two stores in Portugal and
in France afterwards. In 1997, the total turnover generated abroad
exceeded the domestic turnover for the first time, and in 2001 it reached
68% of the total turnover. The company which currently has operations in
around 109 countries registered an annual turnover of 2.6 billion USD.

With around 13,456 employees the company operates around 2375 stores
across its markets which are exclusive outlets of the brand. The brand
designs, manufactures and distributes all its products on its own.

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 STP of the brand
Segmentation:
The segmentation strategy employed by the fashion retailer Mango is based one the
typical demographics of the customers like gender, age and psychographics.
• Demographic – The brand focuses on high-, low- and middle-income groups, mainly
on high- and middle-income groups. Consumers are grouped into ages of (0-20)
years, (20-40) years and (40-60) years. The brand manufactures both male and
female apparel/fashion. The location of the consumer is viewed as rural vs. urban
and west vs. east.
• Psychographic - Personality and lifestyle of the consumers, what they do in their
daily life, their habits, their spending habits, their shopping style, their preferences
of clothing etc.

Target Market:
The company targets consumers who belong to urban upper-middle class and
upper class sections of the society aging between 20-40 & 40-60 years.
Mango’s main target market is the working woman who is style conscious and keen
to remain up to date with the latest trends and fashions. Their consumer is sensitive
to price and seeks value for money as well as good quality to formulate key staple
looks for each section.
Positioning:
Mango has positioned itself as a complete and unique lifestyle brand that offers
trendy, classy, fashionable, modern and up-to-date apparels. Mango if compared
with rival brands its product prices are a bit higher. The company has positioned
itself as a mid-range brand and has adopted a mid-premium pricing policy for its
customers who are willing to shed some extra bucks for quality clothing. As its
customers belong to urban cities the pricing seems affordable and reasonable to
them if compared with the brand value. Their slogan is “more ways to be you,
Fashion for the young, what should I wear? Urban woman”.

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Modeled after seasonal trends and composed of style basics, Mango's autumn
wardrobe favors neutral hues and timeless cuts to last more than just one season.
The essential knit with added fashion details like the preppy lace collar or the
cardigan, and polo dresses with a relaxed silhouette. In the outerwear collection, a
return to the fundamentals: Chelsea boots were making their comeback in, while
the blazer and double-breasted coat remained the ultimate seasonal investments.
As comfortable as if you were at home. As stylish as if you were in any other place.
This is how Every-Wear, the new instalment of the Mango COMFY collection defines
itself, created for the New Normal. Nowadays, people are spending much more time
at home, teleworking has become popular and our outdoor activities have changed.
To adapt to the needs of the customers, Mango has launched this offering of
versatile garments that can adapt easily to all types of occasions: whether at home
or outdoors. The aim of this collection is for the final outfit to be easy to achieve and,
above all, easy to wear. Today, dress codes are becoming less formal, with the result
that casual style is taking up more space in our wardrobes.

“Beauty also lives in the simple things you do day by day, those that comfort and
make everyone feel good. Routine hides special moments and feelings you can enjoy
all by yourself because you experience them your way. Reading at home, playing
the guitar, going to the market. The simplest and most relaxed moments of life are
pure happiness, guilt-free pleasures you don’t have to give up. Learn from our
protagonist.” – Mango.

The collection itself includes plenty of easy-to-style denim options along with faux
leather and soft knits. The range of everyday staples is geared to bring your
wardrobe back to basics for fall. The simple palette is easy to mix and match and
also looks instantly polished. From puff sleeve blouses and patterned blazers to
flannel shirts and faux leather pants, you can build an effortlessly chic capsule
wardrobe with some of the most quintessential fall trends.
The vintage-inspired silhouettes in the collection like exaggerated bib blouse,
oversized collar, high-neck blouses, puff-sleeves etc are some of the special
features of this collection.

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Among these old school pieces are also everyday staples inspired by the prep school
aesthetic, like a striped half-zip sweater, plaid and pinstripe blazers, and a
coordinated two-piece houndstooth set — showcasing the polished trends coming
back for fall. Rounding out the collection are more casual pieces for your off-duty
days, including bootcut jeans, a cable knit cardigan, a basic T-shirt, and ankle boots.
There are few all beige outfits too, beige being the all time most popular colors of
autumn.

“Out of the crowd, home is the place where I can really listen to myself. There, my
songs make their way and I can spend hours playing”, said Grace Elizabeth, the face
of Mango for fall winter 2020 collection. They revolved around the theme of staying
at home, working from home, being comfy and at ease, yet the designs are fit for
roaming around the streets with a comfy, easy going and stylish look at the same
time. The looks are not so formal fitting with the new normal.

The pricing for the collection was similar to that of those from earlier collections as
the brand followed. The price range of different product categories are as listed
below. Mango has a special section called plus sizes on their websites. They have
sizes ranging from XXS - 4XL as per the customer’s needs. The merchandise for the
plus size section is relatively lower than the other sizes, again depending on the
results of research on target market size.

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 PRODUCT
Product Category Prices Sizes

Dresses & Short, Mini, Midi & Maxi, XXS, XS, XS-S, S,L,XXL,M,M-L, XL, 4XL,
Jumpsuits Long, Denim, Printed, Party, 1400 - 3XL
Knitwear 15000

Shirts Shirts, Blouse, Tops, Printed, 1800- XS, XS-S, S,L,XXL,M,M-L, XL, 4XL, 3XL
Denim 9000

T-SHIRTS & Basics, printed, cropped, 700- XS, XS-S, S,L,XXL,M,M-L, XL, 4XL, 3XL,
TOPS tank tops, short sleeve, long 6000 L-XL, XXL-3XL
sleeve, knit wear

Cardigans & Cardigans, Sweaters, Vests, 1800- XS, XS-S, S,L,XXL,M,M-L, XL, 4XL, 3XL,
Sweaters tops 9000 L-XL, XXL-3XL, XL-2XL, 3XL-4XL, One
size

Sweatshirts Sweatshirts 2400- XS, S, L, M, XL, XS-S, M-L

4600

Jackets & Blazers, Jackets, Overshirts, 1800- XS, XS-S, S,L,XXL,M,M-L, XL, 4XL, 3XL,
Overshirts Biker jackets, Vests, Denim, 23000 L-XL, XXL-3XL, XL-2XL, 3XL-4XL, One
Leather size, S-M, 2XL-3XL, 32, 34, 36, 38, 40, 42,
44 ,46

Coats Trench coats, coats, puffer & 4600- XS, XS-S, S,L,XXL,M,M-L, XL, 4XL, 3XL,
quilted coats 36000 L-XL, XXL-3XL

Trousers Skinny, straight, wide leg, 990- XS, S-M, S,L,XXL,M, XL, 4XL, 3XL, L-XL,
culotte, slouchy, slim, 19000 XXL-3XL, 32, 34, 36, 38, 40, 42, 44 ,46,
medium waist, high waist, 48, 50, 52, 54
knitwear

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 LINE-UP
Jeans Skinny, straight, wide leg, 2400- 32, 34, 36, 38, 40, 42, 44 ,46, 48, 50, 52,
culotte, slouchy, low waist, 5600 54, XS, S, M, L
medium waist, high waist,
mom, Flare

Skirts Midi, Long, Denim, 1800- XS,S,M,L,XL,XXL, 3XL, 4XL,32, 34, 36,
Knitwear, Short 9000 38, 40, 42, 44 ,46

Shorts Mom, Mini, Paperbag, 1800- 32, 34, 36, 38, 40, 42, 44 ,46, 48, 50, 52,
Straight, Bermuda, 4600 54, XS, S, M, L,XL,XXL, 3XL, 4XL, XS-S,
Slouchy, Denim, Casual S-M, L-XL, XXL-XXXL

Bikinis & Bikinis, Swimwear 1800- One size,S,M,L,XL,XXL, 3XL, 4XL

Swimsuits 8000

Sportswear Sports bras, Leggings, 900- XS,S,M,L,XL,XXL, 3XL, 4XL,32, 34, 36,
Bodies, Sweatshirts, 8000 38, 40, 42, L-XL, XXL-3XL, One size, S-M
Sports Accessories

Underwear & Bodies, Bralettes, Panties, 990- S,M,L,XL,XXL, 3XL

Lingerie Adaptable bras 4600

Pyjamas Pyjamas 990- 35,36,37,38,39,40,41,42,One size, XS,S,

5600 M, L, XL

Maternity Wear 1800- S,M,L

5600

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 O P T I O N P L A N
Product Price Size Color

Wool Double breasted coat Rs 9299/- XS, XS-S, S,L,XXL,M,M-L, XL, Medium
(Classic print and loose fit) 4XL, 3XL, L-XL, XXL-3XL Brown, Black

Oversized coat with an Rs 17,570/- XS, XS-S, S,L,XXL,M,M-L, XL, Gray

oversized collar(Belted Wool 4XL, 3XL, L-XL, XXL-3XL
blend Coat)

Quilted coat(pop up Rs 20,670/- XS, XS-S, S,L,XXL,M,M-L, XL, Black

buttons) (with a oversized 4XL, 3XL, L-XL, XXL-3XL
collar)

Wool blend belted coat with Rs 15,500/- XS, XS-S, S,L,XXL,M,M-L, XL, Coffee
large lapel(faux fur) 4XL, 3XL, L-XL, XXL-3XL

Faux fur coat Rs 9299/- XS, XS-S, S,L,XXL,M,M-L, XL, Wine Red,
4XL, 3XL, L-XL, XXL-3XL Black

Belted wool coat Rs 14,500/- XS, XS-S, S,L,XXL,M,M-L, XL, Khaki, Black,
4XL, 3XL, L-XL, XXL-3XL Ecru

Checked wool blend coat Rs 9299/- XS, XS-S, S,L,XXL,M,M-L, XL, Black, Medium
4XL, 3XL, L-XL, XXL-3XL Brown

Side Zip Quilted Coat Rs 12,400/- XS, XS-S, S,L,XXL,M,M-L, XL, Black
4XL, 3XL, L-XL, XXL-3XL

Oversized wool coat Rs 14,699/- XS, XS-S, S,L,XXL,M,M-L, XL, Black, Brown,
4XL, 3XL, L-XL, XXL-3XL Off white

Textured Wool blend coat Rs 27,899/- XS, XS-S, S,L,XXL,M,M-L, XL, Ecru
4XL, 3XL, L-XL, XXL-3XL

Oversized wool coat Rs 14,699/- XS, XS-S, S,L,XXL,M,M-L, XL, Ecru, Brown,
4XL, 3XL, L-XL, XXL-3XL Off white

Fluffy long coat Rs 12,400/- XS, XS-S, S,L,XXL,M,M-L, XL, Lime, Black,
4XL, 3XL, L-XL, XXL-3XL Ecru

Woollen coat with chain detail Rs 15,499/- XS, XS-S, S,L,XXL,M,M-L, XL, Coffee, Black
4XL, 3XL, L-XL, XXL-3XL

Woollen coat with belt Rs 14,470/- XS, XS-S, S,L,XXL,M,M-L, XL, Night Blue
4XL, 3XL, L-XL, XXL-3XL

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About

Zara is a Spanish apparel retailer based in Arteixo (A Coruña) in Galicia, Spain. The
company specializes in fast fashion, and products include clothing, accessories,
shoes, swimwear, beauty, and perfumes. Founded by Amancio Ortega in 1975, it is
the flagship chain store of the Inditex group, the world's largest apparel retailer.
Zara stores have men's and women's clothing as well as children's clothing (Zara
Kids). It manages up to 20 clothing collections a year. It produces over 450 million
items per year.
Their success is evident ever since their creation; Amancio Ortega, the founder,
established a dress-making factory, Inditex, in the year of 1963. After 12 years the
first Zara store opened, based in A Coruña. Ever since then, its stores have been
expanding throughout. Now Zara has reached over 2259 stores across 96 countries.
It is a highly successful brand as they can forecast market and fashion trends
efficiently. In 2020, the company had a turnover of $ 1.31 billion.
Zara has consistently acted as a pioneer in fast fashion based in a highly responsive
supply chain. The customer is at the heart of a unique business model, which
includes design, production, distribution and sales through our extensive retail
network.
They are able to recognize and assimilate the continuous changes in fashion,
creating new designs that respond to customers' desires almost instantly. New
designs are placed in the stores twice a week, hence showing their efficiency in
keeping up with the trends. Another way Zara stands out is by enabling eco-friendly
stores and making sure that their manufacturers are being as energy efficient as
possible. Zara has a policy of zero advertising; the company preferred to invest a
percentage of revenues in opening new stores instead.

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 STP of the brand
Segmentation
The market segmentation strategy employed by the brand is based on the
customer’s gender, age, and income while focusing on the customer's sense of
fashion and style.
• Geographic Segmentation: Zara has over 2000 outlets all over the globe, mainly
located on the most popular high-end fashion streets in the world,
• Demographic Segmentation: The most appreciated customers of segmentation are
from a demographic point of view. The target customer is usually aged 18-40 from
teenage to middle-age who prioritize fashion as a lifestyle, with a mid-range
income.
• Psychographic Segmentation: Customers generally look for high quality trendy
clothes who would like to be perceived as trendy and sophisticated fashion-
conscious people, therefore they are into activities like shopping and socializing,
etc. Zara’s customers are ambitious with keywords ``professional, successful,
established, fashionable, trendy, confident”.
Target Audience
The broader customer varies from 0-40 years old and the ranges are offered to suit
both genders; Kids, Women and Men. The customers are eco-conscious and fashion
conscious, always aware of the current trends within fashion and who love to look
glamorous and stylish at all times. It differs from young students wanting to keep
up with current trends, to business women wanting fashionable work wear.
Positioning
Zara aims to provide customers with high-quality-fashion-products at an affordable
price around the globe. Thus, Zara opened stores and outlets that provide zara
experience at high profile locations and maintains a high merchandise turnover rate
which has created its “Fashionable and Trendy” image. The positioning strategy of
the company is based on affordable prices of the clothes, providing their customers
with new designs every two to three weeks and this helps them to make faster and
be more fashionable than their competitors and having shops in places that are
considered to be high-end luxury.

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 fall-winter collection
After a quiet summer from the beloved Spanish fashion brand, Zara went above and
beyond for Fall winter 2020 to stay on top of rising trends.First up, the collection
had a definite 70s vibe to it, with plenty of crochet, mule shoes, oversized
sunglasses, and paisley print galore. These pieces served as great transitional
designs for when the air began to get a little chilly, but it was still light jacket
weather.

Since Fall and winter 2020 trends were all about combining soft and hard for perfect
fashion harmony, Zara came across with -----soft tees with padded
shoulders,comfortable boots with chunky chain details, pleated midi skirt done in
heavy leather perfectly nailing the balance between sweet and edgy leaving us with
a look bound to get compliments every time. Corduroy, denim,brocade, leather and
sequins were the basic fabrics for the season.

Their fresh collection of chunky turtlenecks and lightweight cardigan sets alike, as
well as snakeskin loafers, lug boots, baggy suiting etc. surprised the world a bit
more.There were a lot of beautiful lightweight silky satin pieces, from dresses to
gorgeous tops with oversized sleeves. These worked just as well in the office as
they would for a dressed-up occasion outside of work.Then there was plenty in the
world of accessories too; the sunglasses we’ve already mentioned, but there were
also a number of sophisticated satin scarves to add a pop of vintage chic to any
outfit.

In addition to this collection, Zara also had announced the release of its biannual
Studio Collection, its most fashion-forward offerings of the year. For this season,
the Studio Collection was inspired by “feminine strength,” with pinstripe suiting,
houndstooth details, and oxford shirts styled with ties and vests all making their
way into the mix. Tie clips, cufflinks, and punk-inspired pins also made the cut. So
it will not be wrong to say that Zara’s Autumn winter collection 2020 was a Fall
fashion gold mine.

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 Zara's Mission Statement

'Give customers what they want and get it to them faster than
anyone else. ' Zara's Vision Statement – 'To contribute to the
sustainable development of society and that of the environment
with which we interact.

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 PRODUCT
Product Line Category Prices Sizes
Dresses Mini & Midi Rs 2000 - 7990 XS, S, M, L, XL, XXL, XS-S,
M-L
Shirts Shirts & Blouses Rs 1990 - 5490 XS, S, M, L, XL, XXL, XS-S,
M-L
Trousers Formal, Leggings, Rs 1790 - 5490 Sizes - XS, S, M, L, XL, XXL,
Culottes, Joggers, XS-S, M-L, UK 4, UK 6, UK 8
Palazzo ,UK 10, UK 12, UK 14, UK 16,
UK 18
Tops Rs 590 - 2990 XS, S, M, L, XL, XXL, XS-S,
S-M, M-L, UK 2, UK 3, UK 4,
UK 5, UK 6, UK 7, UK 8, UK 9

Jeans High Waist, Mid Waist, Rs 1890 - 5000 XS, S, M, L, XL, XXL, UK 4, UK
Wide Leg, Skinny, Mom 6, UK 8 ,UK 10, UK 12, UK 14,
fit, Straight Leg UK 16, UK 18
T-Shirts Short Sleeve, Basics, Rs 790 - 3000 XS, S, M, L, XL, XXL, XS-S,
Cropped, Sleeveless, M-L
Long Sleeve
Shorts Casual, Denim, Rs 790 - 4490 XS, S, M, L, XL, XXL, XS-S,
Bermuda M-L, UK 4, UK 6, UK 8, UK 10,
UK 12, UK 14, UK16, UK 18
Blazers Rs - 1990- 8990 XS, S, M, L, XL, XXL, XS-S,
M-L, UK 6, UK 8, UK 10, UK
12, UK 14, UK16, UK 18

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 LINE-UP
Skirts Mini & Midi Rs 990 - 7000 XS, S, M, L, XL, XXL, XS-S,
S-M, M-L, UK 3, UK 4, UK 5,
UK 6, UK 7, UK 8, UK 9

Knitwear Knit tops, Dresses, Rs 990 - 9000 XS, S, M, L, XL, XXL, XS-S,
Cardigans, Jerseys, S-M, M-L, L-XL, UK 2, UK 3,
Knit-Vest UK 4, UK 5, UK 6, UK 7, UK
8, UK 9

Jackets Jackets & Overshirts Rs - 1990 - 8000 XS, S, M, L, XL, XXL, XS-S,
S-M, M-L, L-XL

Sweatshirts Rs - 990 - 5000 XS, S, M, L, XL, XXL, XS-S,

S-M, M-L, L-XL, UK 4, UK 6,
UK 8

Jumpsuits Rs - 990 - 9000 XS, S, M, L, XL, XXL, XS-S,

S-M, M-L

Coats Coats & Trench Coats Rs - 2990 - XS, S, M, L, XL, XXL, XS-S,
11000 S-M, M-L, L-XL

Co - ord Sets Rs - 990 - 9000 XS, S, M, L, XL, XXL, XS-S,

S-M, M-L, UK 2, UK 4, UK 6,
UK 8

Swimwear Rs 1000 - 5000 S, S-M, M, M-L, L, XL

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Comparison

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Zara and Mango are two Spanish multinationals, competitors in the clothes retailing market.
They are direct competitors in their home market as well as internationally. The two brands
are apparently similar, but have some important differences in their marketing strategies,
design inspiration etc.

Zara’s formula is very ‘design on demand’. They pay attention to what their customers desire
and hence create designs that will definitely sell. In a typical Zara store, the ground floor
features womenswear and accessories, and the top floor, men’s and children wear.
“Zara was a fashion imitator. It focused its attention on understanding the fashion items that
its customers wanted and then delivering them, rather than on promoting predicted season’s
trends via fashion shows and similar channels of influence, which the fashion industry
traditionally used.” (Business world magazine)

On the other hand, Mango designs apparel that is catwalk inspired, but also trendy, practical
and at affordable prices. They show designers collaborating with celebrities and produce
special collections making the customers feel more exclusive. The shop assistants hired in a
Mango store are specifically trained to be personal shoppers; this improves subjective
communication between brand and customer, giving Mango a more intimate vibe than that of
Zara.

What is similar about both the brands’ merchandising is that they do not replenish sold out
items, instead they replace them with new designs. The fear of ‘not finding it again’ enables
customers to buy clothes right when they see them resulting in fewer markdowns and stronger
margins.

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Strengths
• Strong brand presence with its goal to be present in every city of the world has seen its
presence in over 100 countries with over 2000 stores
• The online campaigns have been a highlight with the online store too being popular among
buyers
• The presence of stores at prime locations has given the brand a strong footing in terms of
the overall brand equity
• The unique product line by Mango helps it differentiate from its competitors
• Its foray into menswear too has been a success as a part of their diversification strategy

Weaknesses
• All the apparel is designed and sourced from Spain which can cause serious concern when
it comes to pricing as compared to its European counterparts
• The major revenues earned by the brand are from apparel and not from other product line
• Controversies over designs of some products has invited lawsuits inviting considerable
criticism from the fashion industry

Opportunities
• Mango can enter emerging retail markets like India and Africa which are largely
unsaturated and can instill growth and stability for the brand.
• Mango could diversify further into many other product line in order to further bolster the
brand as the complete lifestyle brand

Threats
• Trade barriers in terms of fluctuations in terms currency denominations can be a
serious threat to the overall sales revenues.
• The highly fragmented fashion industry means low brand loyalty and high
bargaining power for consumers due to low switching cost.
• The emergence of many new designers in this segment could pose a serious threat
to the brand

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Strengths
Zara have more than 2250 stores all over the world
• Part of one of the most biggest Spanish retailers in the world
• Zara have a well established brand name worldwide
• Their supply chain management is extremely low cost as well as most of their
processes like operations, manufacturing are all vertically integrated
• Strong online presence through their own website and other ecommerce platforms
makes Zara a popular brand name
• Clothes are produced at a competitive price with the most innovative and
fashionable designs
• Zara offers extremely trendy, well designed and fast delivery of new products
• Apart from clothes, Zara also offers handbags, shows etc

Weaknesses
• Limited marketing and advertising as compared to some other brands
• High competition for Zara means limited market share and high brand switching

Opportunities
• There are more global markets which Zara can explore
• They can also enter into segments and expand those areas where they haven’t
• Online marketing and ecommerce is gaining importance which can be tapped by
Zara

Threats
• The high end fashion merchandisers can be a major threat to them
• Economic downturn can also be a threat to their target segment
• There is a large amount of consumer switching taking place
• Fake imitations can decline the sale of Zara products and hurt business

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Fall Winter
MANGO vs ZARA

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While Mango’s collection favoured neutral fall hues, Zara’s Studio
Collection was more about activity with detailed prints. Zara’s overall
collection had more unique pieces even when it came to basics and was
more intense and edgy overall while Mango had an absolute uplifting vibe
with a classy, timeless collection with comfort and style. This can be
observed from the mood boards of the respective collections shown
further.

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 The Mango jacket has a faux suede lining, it's
fluffier than the corresponding Zara jacket in
consideration, it has an oversized silhouette, so
does Zara. The buttons on the Zara jacket are
black and much more prominent than the ones
on Mango.

With minor differences of trims, we can observe

that both the jackets are very competitive
because they are so similar that they could even
be interchanged in the eyes of a bypasser. The
availability of such similar options is definitely a
plus for customers because if it goes out of stock
at one brand, one can always find something very
similar on the other brand store.

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The collection of both brands features basic black coats. Mango is
slightly oversized and slouchy, it has a heavier material than Zara.
Even the overall silhouette is more chunky with wider sleeves.

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 Mango features a khaki green coat. Made with
recycled wool, it has a more tailored and fitted
silhouette. It has flap pockets, placement of
pockets is higher, funnel neck, long sleeves, and
loops. It includes a removable belt and button
fastening on the front section.

Correspondingly, Zara features a muted sage

khaki green woolen coat. It is baggy and
oversized with lapel collars, and long cuffed
sleeves with Back Vent. Also included are side
pockets and a tied self belt.

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Illustrated here are maxi cardigans by both brands. Both features
dropped shoulder seams and long sleeves. Mango has loops, side
pockets, and a removable belt. This gives the cardigan a more stiff look
similar to that of a coat. It also has loose sleeves whereas Zara has
ribbed sleeve hems and a wrap-around collar. It has a more delicate
look when compared to the Mango alternative.

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 OPTION
PRICE SIZE COLOUR
PRODUCT
MANGO ZARA MANGO ZARA MANGO ZARA

Wool Double Rs.9299/- Rs 7990 , XS-S, XS, Medium Sand

breasted coat S,L,XXL,M,M-L, S,M,L,XL Brown,
(Classic print and XL, 4XL, 3XL, L- Black
loose fit) XL, XXL-3XL

Oversized coat Rs.17,570/- Rs 10,990 XS, XS-S, XS, Gray Red

with an oversized S,L,XXL,M,M-L, S,M,L,XL
collar(Belted Wool XL, 4XL, 3XL, L-
blend Coat) XL, XXL-3XL

Quilted coat(pop Rs.20,670/- Rs.8,776 XS, XS-S, XS, S,M,L Black khaki
up buttons) (with S,L,XXL,M,M-L,
a oversized collar) XL, 4XL, 3XL, L-
XL, XXL-3XL

Wool blend belted Rs.15,500/- Rs 10,990 XS, XS-S, XS, Coffee Light
coat with large S,L,XXL,M,M-L, S,M,L,XL Mauve
lapel(faux fur) XL, 4XL, 3XL, L-
XL, XXL-3XL

Faux fur coat Rs 9299/- Rs 6990 XS, XS-S, XS, Wine Red, Pearl
S,L,XXL,M,M-L, S,M,L,XL, Black Grey
XL, 4XL, 3XL, L- XXL
XL, XXL-3XL

Belted wool coat Rs 14,500/- Rs.6400 XS, XS-S, XS, S,M,L Khaki, Oyster
S,L,XXL,M,M-L, Black, white
XL, 4XL, 3XL, L- Ecru
XL, XXL-3XL

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 PLAN
Checked wool Rs 9299/- Rs 10990 XS, XS-S, XS, Black, Oyster
blend coat S,L,XXL,M,M-L, S,M,L,XL Medium White
XL, 4XL, 3XL, L- Brown
XL, XXL-3XL

Side Zip Quilted Rs 12,400/- Rs.2790 XS, XS-S, S, M, L Black White

Coat S,L,XXL,M,M-L,
XL, 4XL, 3XL, L-
XL, XXL-3XL

Oversized wool Rs 14,699/- Rs 10,990 XS, XS-S, XS, Black, Red

coat S,L,XXL,M,M-L, S,M,L,XL Brown,
XL, 4XL, 3XL, L- Off white
XL, XXL-3XL

Textured Wool Rs Rs 7990 XS, XS-S, XS, Ecru Oyster

blend coat 27,899/- S,L,XXL,M,M-L, S,M,L,XL white
XL, 4XL, 3XL, L-
XL, XXL-3XL

Fluffy long coat Rs 12,400/- Rs 6990 XS, XS-S, XS, Lime, Black,
S,L,XXL,M,M-L, S,M,L,XL Black, white
XL, 4XL, 3XL, L- Ecru
XL, XXL-3XL

Woollen coat with Rs 15,499/- Rs 10,990 XS, XS-S, XS, Coffee, Light
chain detail S,L,XXL,M,M-L, S,M,L,XL Black Mauve
XL, 4XL, 3XL, L-
XL, XXL-3XL

Woollen coat with Rs 14,470/- Rs 9990 XS, XS-S, XS, Camel mustard
belt S,L,XXL,M,M-L, XS,S,M,L,
XL, 4XL, 3XL, L-
XL, XXL-3XL

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PACKAGING
ZARA : Zara is promising zero waste in packaging as Zara now delivers its online
orders in 100%-recycled cardboard boxes made from boxes previously used in
stores. Their goal is zero waste in their stores, offices and logistics centres by 2025.
They have increased the life of their boxes, bags and hangers by reusing them until
it’s time to recycle them, therefore reducing the overall volume of waste. The
cardboard boxes that arrive at their stores are used up to five times before being
recycled. Then with this recycled cardboard, they produce part of the boxes which
they use as packaging for sending online orders. By the time a ZARA customer
receives their online purchase, the boxes used for shipping items have already been
recycled internally up to 8 times – helping to lower costs and environmental impact.
They've also changed their bags they give to customers in stores and are now made
of 100%-recycled paper.

MANGO: Mango is also taking steps towards sustainable and environmentally

friendly packaging; Mango has announced a target to replace approximately 160
million plastic bags per year used in its packaging with paper bags. The company
will replace them with bags made from tissue paper sourced from sustainably-
managed forests where practices are certified as compliant with FSC (Forest
Stewardship Council) international standards.
In collaboration with its suppliers, the Spanish retailer said it will progressively
eliminate all the plastic bags it uses to distribute products throughout its supply
chain - according to Mango, it is the first major company in the Spanish textile
sector to do so. The company has plans to expand the project to all its garments by
the end of 2021. Toni Ruiz, Mango CEO, said: “This is a large-scale project that will
have a very positive impact on the environment, given that through its
implementation we will stop using approximately 160 million plastic bags a year. We
are very happy to implement these types of projects that help us advance towards
a more sustainable fashion, which in turn will allow us to implement the sustainable
transformation of the company.”

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 Findings
• Product range and trend forecasting are interlinked.
• Pricing and sizing depend on the target market regardless of the
brand that is manufacturing.
• Product assortment also depends on geographics of the place, the
kind of culture, ethics, tradition that the people follow in that
particular geographic region. Both Mango and Zara have
international customers who come from various geographic
locations and their product assortment is done accordingly.
• It’s important to keep a balance between creativity and profitability
while planning a product range.

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 Learning Outcomes:
• Understanding product range plans of a brand.
• Understanding similarities and differences in approaches of
brands towards the product range plan of a particular season.
• Finding out the factors that directly influence the product range.
• Understanding pricing, sizing of the products.
• Understanding the role of fashion forecasting in deciding the
product range’s features.
• Understanding the assortment planning.

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 Conclusion
Both Zara and Mango are international brands and mainly
focused on women’s products. But after comparing both the
brands, we came to know that although the pricing of both the
brands was similar yet there were quality differences in the
products.
Mango offered better quality whereas Zara offered better style
and design. Both are fast fashion brands and into sustainability.
Zara is definitely the more popular one of the two brands as of
now.
However, Mango is gaining popularity as customers keep looking
for better quality for their price, and gradually discover brands
that are solid alternatives to Zara.
The product assortment plans of both the brands for fall winter
2020 collection were focused on the comfort of the customers
and were designed according to the current trends and needs,
fitting the theme of work from home.

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 References:
• Illustrations, Mood boards, Brand Boards, Theme Boards,
Client Board and color in the pallet have been designed by
the students mentioned in “Group Details”.
• Images without reference links have been sourced from
the following sites
o www.google.com
o www.pinterest.com
o www.mango.in
o www.zara.in/women-coats
o www.shutterstock.com
o www.pixel.com

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• Mango Project. (n.d.). Calameo.Com. Retrieved June 10, 2021, from
https://en.calameo.com/read/0053121246a7cddcccee8

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https://www.scribd.com/presentation/326266110/Mango

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fall-2020-collection-includes-this-preppy-trend-31648438

• L. (2020, October 13). Trust me: Beige will always be the most popular
autumn color. LaiaMagazine. http://www.laiamagazine.com/beige-autumn-
color-trend/

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Vogue Paris. https://www.vogue.fr/fashion/article/fall-special-trends-
affordable-mango

• Reuters. (2021, March 10). Inditex’s 2020 net profit falls 70% as pandemic
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70percent-as-pandemic-keeps-many-shops-closed.html

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https://en.wikipedia.org/wiki/Zara_(retailer)

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• Shepheard, G. (2020, July 13). The 14 best buys from Zara’s new A/W
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• Huber, E. (2020, January 3). Here’s What We’re Buying From Zara’s New
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us/2020/01/9128348/zara-winter-clothing-collection-2020

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• S. (2021, April 10). Zara’s Mission Statement And Vision Analysis 2021. How I
Got My Job. https://howigotjob.com/mission-statement/zaras-mission-
statement-and-vision-analysis/

• Chitrakorn, K. (2019, December 4). Mango is building a faster fashion brand.

Vogue Business. https://www.voguebusiness.com/consumers/spanish-
label-mango-approach-to-fast-fashion

• K. (2015, February 13). IDENTIFYING THE COMPETITION | Mango v. Zara.

Katheryn Watson.
https://krwdigitalmarketing.wordpress.com/2015/01/21/identifying-the-
competition-mango-v-zara/

• Bhasin, H. (2019, January 7). SWOT analysis of Mango. Marketing91.

https://www.marketing91.com/swot-analysis-of-mango/

• Bhasin, H. (2019b, April 30). SWOT analysis of Zara – Zara SWOT analysis.
Marketing91. https://www.marketing91.com/swot-analysis-zara/

• Haddad, H. (2020, November 26). Mango’s Fall/Winter 2020 Campaign

Transports You To An Uplifting Retreat. ELLE SINGAPORE.
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transports-you-to-an-uplifting-retreat/

• W. (n.d.-b). Which Brands Have Adopted Sustainable Biodegradable Retail

Packaging? Weavelabel. Retrieved June 20, 2021, from
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packaging#a3

• Hughes, H. (2020, October 28). Mango aims to eliminate 160 million plastic
bags per year from supply chain. FashionUnited.
https://fashionunited.com/news/fashion/mango-aims-to-eliminate-160-
million-plastic-bags-per-year-from-supply-chain/2020102836159

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STUDENTS OF
NIFT - BLR

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