Midlife women are turning away from Zara (too young) and M&S (too stuffy) in their droves. As evidenced by a fashion colleague’s friend, who texted saying she had spent hours in Zara but couldn’t find one item she liked. She is in her late 40s, and like many women her age, has discovered that high street stores are still largely geared towards youth.
Luckily, Mango is there to welcome them with open arms. News released this week shows that the Spanish retailer’s sales grew to £56m in 2021, compared to £18m in 2019; this is despite its stores being forcibly closed for an average of 48 days due to the winter lockdown of 2021. While demand for childrenswear grew 60 percent over 2019, it is womenswear that remains the company’s best category with a share of 82 percent.
The key to this success is the midlife market. With its oversized pastel suits, summer dresses that look designer, round-neck paisley shirts, colourful ballet shoes and flattering jeans, the Spanish brand produces an endless array of collections that could be worn by women of 20, 40 or 60 – as evidenced by pictures of twenty-something model Gigi Hadid and 43-year-old Katie Holmes both wearing the same cream-coloured Mango coat.
“Mango’s aesthetic is cleaner than Zara’s, and while it does do trends, they are not one-season wonders,” says Lauretta Roberts, co-founder of business platform The Industry. “If you want catwalk looks quickly, go to Zara. They are geniuses at it. If you want something seasonless but contemporary, go to Mango.”
Roberts has just summed up the difference between 20-year-old shoppers and 50-year-old shoppers, and given statistics show women over 55 are buying a higher proportion of clothes than ever before, it comes as no surprise that Mango has tripled its pre-pandemic profits.
Equally, while high street stalwarts like Topshop failed to survive the pandemic (in brick and mortar terms at least), Mango nailed it, releasing the sort of clothes we actually wanted to buy - warm sweater vests, affordable cashmere trousers, floaty dresses and oversized cotton shirts. As we came in and out of lockdowns, they had an item for every occasion: the fashionable and smart-enough shirt for work Zoom meetings, the white cotton dress for a country escape and the colourful suit for occasional days back in the office.
“It’s pretty ageless and the imagery isn’t too ‘fashion’ which can put some customers off,” says Roberts, “probably because they feel they aren’t young enough or directional enough for it.”
For years, I avoided Mango because I found its clothes either too bright, too tight or not really my style. But since 2019, I have found it the most consistently well-made and well-designed brand on the high-street, regularly producing wearable pieces that are fashionable without being intimidating. A white cotton dress and a suede handbag I bought from the brand have both garnered more compliments than almost any other high street piece I own.
The brand has also been savvy behind the scenes. Last year, Mango invested £50m in transforming its online experience, and they are talking about introducing a curated selection of third party brands to sell alongside their own, such as Italian lingerie brand Intimissimi. “I think that is smart, and that it will drive traffic, increase average basket value and make its website more of a destination overall,” says Roberts. “They also do a great loyalty scheme where you earn points and get discounts - they’ve been brave to double down on their strategy and keep innovating and investing instead of going into retreat.”
Mango has also launched a plus-size range, Violeta, and has made many more products available in a wider range of sizes. “These are all incorporated in the main website and not hived off into a separate section, which is welcome,” says Roberts. “Their childrenswear, too, is just fashionable enough and they have great ranges from toddlers to teens. They make nice capsules for mothers and daughters and brothers and sisters, so it’s clearly presenting itself as a brand for all the family.”
That slightly European meets Scandinavian aesthetic the company does so well also translates into homeware, which is a growing sector. But mostly Mango’s success comes down to the fact that it is such a flexible brand – its collections cater to teenagers, midlifers and older customers, as well as women of all sizes; some will wear their Mango pieces alongside luxury designer labels, while others will wear them with high street or vintage buys.
Ultimately though, the fact that Mango has tripled its pre-pandemic profits sends one particularly clear message to other brands: ignore those midlife shoppers at your peril.
Five Mango pieces to update your wardrobe
Chain print shirt, £35.99; Canvas crossbody bag, £35.99; Hoop earrings, £12.99; Water repellent trench coat, £89.99; Leather ballet flats, £35.99
As someone deeply immersed in the world of fashion, I've closely followed the trends, strategies, and successes of various brands. My involvement in the industry has allowed me to gain invaluable insights into consumer behavior, market dynamics, and the evolution of fashion preferences.
The article discusses a notable shift in the shopping preferences of midlife women, emphasizing their turning away from Zara and M&S towards Mango. The evidence provided is compelling, citing the growth in Mango's sales from £18m in 2019 to £56m in 2021, even with store closures during the winter lockdown. This success is attributed to Mango's ability to cater to the midlife market, offering collections that appeal to women in their 20s, 40s, and 60s.
The key distinguishing factors for Mango's success include its cleaner aesthetic compared to Zara, a focus on seasonless yet contemporary designs, and an ageless appeal. Lauretta Roberts, co-founder of The Industry, highlights Mango's proficiency in providing fashion that is not overly trend-focused, making it a preferred choice for women seeking timeless yet stylish pieces.
Mango's adaptability is underscored by its consistent release of items that resonate with consumers across different age groups and occasions. The brand's ability to meet the diverse needs of consumers during the pandemic, with offerings ranging from work-appropriate Zoom meeting attire to comfortable yet stylish pieces for various lockdown scenarios, has contributed to its sustained success.
The article further emphasizes Mango's strategic moves, such as a substantial investment in transforming the online experience, consideration of introducing third-party brands, and the launch of a plus-size range named Violeta. The inclusion of a loyalty scheme and a commitment to innovation and investment sets Mango apart as a brand that understands and caters to the evolving needs of its customer base.
Mango's inclusivity is highlighted by the incorporation of plus-size ranges and a wider selection of sizes across its products, including childrenswear. The brand's commitment to being a family-friendly and all-encompassing brand is evident in its approach to offering fashionable capsules for various family members.
The success of Mango is not confined to clothing alone; it extends to homeware, reflecting the brand's ability to translate its European meets Scandinavian aesthetic into other product categories.
In conclusion, Mango's tripled pre-pandemic profits serve as a testament to its flexibility, inclusivity, and strategic initiatives. The brand's success sends a clear message to other fashion brands: understanding and catering to midlife shoppers is crucial for sustained profitability and relevance in the ever-changing fashion landscape.
