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The Spanish fashion retailer has triumphed both inside and outside Spain with a brand concept that combines the latest trends with quality and consistency. With its recent advertising campaign starring model Lizzy Jagger, Mango has restated its ambition to reach young women who want the latest catwalk designs. Mango’s general manager Enric Casi talks to fashionfromspain.com about the company’s keys to success and its expansion into North America this year.

How did Mango begin?

Mango is a family firm. We opened our first shop in 1984 on Barcelona’s Paseo de Gracia. Before that we were in wholesale. The company developed in two key stages: up to 1984 we opened about 100 stores in Spain and in 1995 we ventured abroad. In the initial stage, while the company was first growing in Spain, we learnt about production systems, concept and interior design. Once mastered, we began to think in more global terms. Since then we’ve been opening 100 stores a year and we now operate in 75 countries.

What’s the key to Mango?

Mango dresses a woman aged 25 to 35, although it’s more about attitude than strictly age. We aim at women who like to wear the latest fashions; who are looking for mid to high quality; and want to buy their clothes in comfortable, modern shops where the decor is also fashionable and the atmosphere more akin to a small boutique than a massive chain. Of course, we are a chain and we will continue to be one, but we still want to retain a certain glamour. So we try not to have too many products on the shelves and to make sure they are well displayed … all the things that make for a real boutique.

Why is Mango so successful?

There are a lot of separate reasons which, when added up, just make us that bit different. In the simplest terms, three are paramount: human resources; a clearly defined concept; and our own technology. Our people come first. We are a highly motivated, loyal team who identify with the company we work for and are proud to wear its colours. Mango is growing fast and there are plenty of chances for promotion. We travel all over the world – we like to do business in places where the competition is fierce. Our self-esteem is pretty high. Then there’s our product. The concept we deliver is aimed at a defined target. Finally, there’s our technology. We’ve developed all the IT and logistical systems ourselves. We have 130 full-time analyst engineers and technicians.