Deborah Hap

Barcelona, ​​Jan 26 (EFE).- Mango wants to be a fashion benchmark for young women between the ages of 17 and 25, although its fashion "has no age," its communication director, Guillermo Corominas, told Efe. which has announced that they will launch new trends every month supported by familiar faces such as international top model Kendall Jenner.

The new stage of Mango, which for the moment has decided not to walk on any catwalk, starts next Thursday with Tribal Spirit, the first of the four capsule collections that it will launch for the new Spring-Summer 2016 season, and which has as image to Kendall Jenner, who at 20 is a media phenomenon.

The model, considered one of the most influential young celebrities in the world among adolescents, is the daughter of Olympic medalist Bruce Jenner, now a woman -Caitlyn Jenner-, and businesswoman Kris Jenner. In addition, she is the sister of Kim Kardashian, the star of the American reality shows.

Kendall Jenner has walked for big brands such as Balmain, Givenchy, Chanel and Marc Jacobs, and when she announced that she had been chosen as the new face of Estée Lauder, the brand gained more than 50,000 followers on Instagram. She is the most followed model on Facebook and Instagram, and second on Twitter.

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The setting for Mango's change will be the new Flagship Store in Barcelona, ​​on Las Ramblas, a new macro-store model that the brand is also committed to in order to have enough space to display its women's, men's, children's, and clothing collections. the purple line

"Until now -explains Corominas-, in the retail chain the stores had 300 to 400 square meters, but now we want megastores of more than 800 meters".

The firm already has 159 superstores, which account for almost 30% of Mango's square meters, and by 2016 it wants to reach 200.

The last one to open in Spain was in one of the most commercial streets of Santander, a 1,500-square-meter store.

Another novelty is increasing the frequency of product arrivals in stores. "From now on -says the director- new garments will be posted every fortnight, especially women's fashion, because the idea is that when someone goes to Mango they see a fresh and trendy product".

This new way of working has forced the firm to design, buy and produce faster and more agile than what was done up to now, and for this reason the presentations of the collections will also be done in a different way.

In addition to placing special emphasis on being an attractive brand for the youngest, it also wants to seduce a more mature audience, which would be those over 25 years old, and continue to position children's and men's fashion.

Mango opened its first store on Passeig de Gràcia in Barcelona in 1984, and to date it has more than 2,700 points of sale in 109 countries.

The company closed 2014 with a turnover for the MANGO-MNG Holding Consolidated Group of 2,017 million euros, which represents an increase of 9% compared to 2013, contributing an Ebitda of 223 million euros. EFE