After my post about The Modist, I wanted to talk about a fashion retailer of which I am actually a customer. I was never a big spender on clothing but now I am working at Topshop, I go even less shopping elsewhere. Thanks sample sales! Nonetheless, I can’t help noticing the growing number of pieces coming from Mango in my wardrobe. There is something special about this retailer that makes me come back buying there even if I shop every three to six months. The reason I am actually writing this post is to understand WHY even if I shop there sporadically, my journey always ends up with a purchase.
I must emphasize on the fact that I shop Mango exclusively online. If I end up in a store, it is because I have seen something online. So my shopping journey always starts online, never with brick-and-mortar. As you can see, Mango fascinates me but online.
So what sets Mango apart from other fashion retailers online?
A CLEAR HOMEPAGE
Right from the homepage you understand who are Mango’s customers. Unlike other brands there isn’t one picture and then a navigation bar on the left or the right side to tell you, you can shop men or women. The photos make you understand immediately. You know on this site you can shop for women, men and children. No need to read, all you need to do is watching, an action definitely less demanding for your brain.
The pictures for each module are really editorial implying they are part of a story. And indeed, when you click on one you see a high quality photoshooting featuring the new pieces and their pricing in a very editorial way. For me, it’s beautiful for the eyes, simply explicit and yet you don’t have any call-to-action button saying ‘shop this’ or ‘shop that’. I know I am on a shopping site but I feel invited to explore it rather than being told to buy. I like this subtlety.
A CLEAR NAVIGATION BAR
The navigation bar recalls you who you can shop for and what to find on the site. I like they created two other columns to introduce their ‘trend edits’ featuring gingham and ruffles that are all the rage at the minute and; their last collections and various ranges. It’s simple but efficient. I am just wondering though if I am not biaised because I audit sites regularly. Can you see the structure there? Maybe some titles would make it clearer, but really I am not bothered. I know where to look if I want newness, if I am looking for a particular type of clothing, accessories or a specific range.
A CLEAR PRODUCT PAGE
I think their product page is well-thought. I see immediately the product I clicked on, it is not lost in some weird styling. I find some brands style their pieces in a way that makes you forget the product. But here the styling is simple and yet strong. Again very subtely they suggest you, you can buy the whole outfit because it’s not styled with your average pair of jeans. And if you scroll down a little bit on the product page, you will see a carousel inviting you to ‘complete your outfit’ with the pieces you’ve just seen. I think it makes life easier and shopping faster in that sense.
I like how all the important informations are written in bold black while less relevant ones are in grey. It makes reading easier and you see everything you need to know in a glance.
I have put a video because I think it is one of Mango’s trademark. Each time there is a new campaign, there is a video. It almost feels like the photoshootings are part of the videos. Nonetheless, I can’t recommend you more to have a look at their editorials. They make you feel what you are buying is expensive when it is actually affordable. I mentioned before I bought Mango through their editorials. I think it is one of the reason but not only. I don’t really care about models as all pictures put clothes and styling on the forefront. A thing I don’t necessarly feel in other brands.
Let me know what you think about that post and your shopping experience on Mango or other sites. I am really curious about it!