2013 is the year for high street brands in the city. Hot on the heels of Zara comes another Spanish chain, Mango, opening shop next weekend, with its A/W 2013 collection that includes dresses, trousers, blouses, and accessories like jewellery, belts, even umbrellas. Their first store in the city (17th in the country) is set up by DLF Brands with whom the Spanish company partnered in 2010 to fasttrack expansion. This came after seven years of operations in India through Majorbrands (who brought down Aldo and Charles and Keith, among others). “The brand was looking for faster expansion. In countries like Singapore they have seven partners,” says Suchi Singh, brand head of Mango and DKNY, DLF Brands.
Having observed sales at the Bangalore store, Singh adds that short skirts and tees with bigger armholes don’t sell much here. “Office wear and party dresses are doing very well, as do camisoles and the basic Mango T-shirt.” The store in Chennai will have a collection inspired by New York City, with T-shirts with New York skyline prints, dresses ‘inspired by the Empire State building’ and denims. Don’t miss the bags, shoes and sunglasses for day and evening wear. “Mango is original and is known to work with established faces across the globe like actress Scarlett Johansson, supermodel Kate Moss and now, Miranda Kerr,” Singh shares, adding that they target women over 18.
As opposed to standalones, DLF Brands prefers malls. “The brand needs frontage, visibility and an ambience which is difficult to achieve for a standalone store in a country like India,” explains the alumnus of Fashion Institute of Technology, NYC, who feels sales are related to the economy. “The phenomena of shopping during sales increase in a weak economy,” Singh shares, adding that they import the merchandise (manufactured in Turkey, China, India, Cambodia and Egypt) directly from the central warehouses in Spain and China. “Twenty per cent of the stock gets updated every week,” she concludes.
The collection is priced between Rs 590 and Rs 8,000. Details: 28464535
— Madhuwanti Saha