KALLING KENDALL: Mango is on a mission to match its marketing plans with the pace of its fast-fashion business and it’s tappedKendall Jenner as part of the plan, WWD has learned.
Jenner will star in “Tribal Spirit,” the first of the four separate themes that make up the spring 2016 campaign. She will model the collection, which is inspired by the African savanna, and includes a tribal print dress with a high slit, and a leather fringe minidress.
The brand is seeking to align its marketing efforts with the pace of fast-fashion, and it plans to unveil a new mini-campaign — with a different face — each month for the spring season. A new ad will drop in the months of February, March, April and May.
“We are organizing our marketing strategy to be as close as possible to the strategy of the product,” said Mango vice president Daniel López in an interview. “We are creating and detecting and launching trends very quickly on the sales floor. And we’re also shooting the campaigns with the trends that we will have in the stores in that relevant month.” He said the celebrity that will star in each campaign will reflect “the relevant trend” for that month.
Jenner will star in “Tribal Spirit,” the first of the four separate themes that make up the spring 2016 campaign. She will model the collection, which is inspired by the African savanna, and includes a tribal print dress with a high slit, and a leather fringe minidress.
The brand is seeking to align its marketing efforts with the pace of fast-fashion, and it plans to unveil a new mini-campaign — with a different face — each month for the spring season. A new ad will drop in the months of February, March, April and May.
“We are organizing our marketing strategy to be as close as possible to the strategy of the product,” said Mango vice president Daniel López in an interview. “We are creating and detecting and launching trends very quickly on the sales floor. And we’re also shooting the campaigns with the trends that we will have in the stores in that relevant month.” He said the celebrity that will star in each campaign will reflect “the relevant trend” for that month.
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