The concept aims to communicate the message that customers need not “give up life’s little treats,” and enable women to continue shopping at its stores by providing affordable options within its core range.
Mango will offer a selection of 90 items from its existing fashion ranges at prices starting from £9. Garments will be identified in stores with distinct price tags.
To support the global initiative, Mango has launched a blog, in English and Spanish, to provide updated information on the selection of clothes in the range. The blog also seeks to engage consumers in a dialogue with the brand and other consumers by encouraging discussions on a range of related lifestyle topics.
In May, Mango announced Scarlet Johannsen as the new face of the brand’s autumn/winter campaign.
The retailer currently operates 1,220 stores in 91 countries.