Mango’s strategic bet on Victoria Beckham to elevate its positioning

Mango’s focused efforts to be perceived as a premium, aspirational, and desirable brand are part of a significant project that has been years in the making. This has involved strategic alliances with select brands like American Simon Miller and Italian Boglioni, as well as collaborations with celebrities such as Antoine Griezmann and Camille Charrière, alongside launching capsule collections and premium lines featuring meticulously designed garments in Barcelona, superior fabrics, and a more elevated positioning.

The objective is complex: Mango aims to be recognized among the elite fashion design players while maintaining its stronghold in mass-market retail with accessible offerings and pricing. And what better way to achieve this than by aligning with a fashion and celebrity icon like Victoria Beckham?

“At Mango, we don’t just sell clothes, we design fashion,” stated Toni Ruiz, CEO of the Barcelona-based company, with conviction during the last annual results presentation. At this press meeting, he introduced the strategic plan for 2024-26, through which the brand intends to “strengthen its differentiated value proposition based on quality and in-house design,” as well as aiming to boost its net profit to 350 million euros and surpass 4 billion euros in turnover.

A key strategy is enhancing brand value through aspirational appeal, a challenge where careful image management and selective collaborations play a crucial role. Coinciding with the company’s 40th anniversary, founded in 1984 in Barcelona, Mango is launching a collection with Victoria Beckham. Available from April 23, the collection is being sold in select physical stores across 26 countries and in over 90 markets online.

This partnership also positions Mango in the UK and the US, just as its most recent collaborations have. “These are strategic markets for the brand, where Beckham has a significant influence,” the company confirmed. Over the current fiscal year, the chain plans to launch up to 30 stores in the US market, which is expected to rank among Mango’s top three in revenue by 2026.

Democratizing fashion

“We are very proud to have had the opportunity to collaborate with Victoria Beckham, a global fashion icon, to launch a unique collection that exudes style, quality, and femininity—values we at Mango share with the designer,” said Luis Casacuberta, Mango’s director of product and sustainability. For him, this initiative “reinforces the company’s mission to democratize the latest fashion trends and make them accessible to the public.”

Comprising 39 garments and 15 accessories, the Spring-Summer collection results from the collaborative design efforts of Victoria Beckham’s team and Mango, led by creative director Justicia Ruano. With prices ranging from 40 euros for a belt or bra to 200 euros for a large leather bag or 250 euros for a long cotton trench coat, the minimalist and timeless capsule features tailoring staples like shirts, blazers, and suit trousers; event dresses, fitted bodysuits, and accessories such as bags, bracelets, and earrings.

Presented in a muted palette of neutral, blue, white, black, and yellow tones, the collection pieces draw inspiration from the 1970s style. Additionally, the campaign references the 1969 film ‘La Piscine’, starring Jane Birkin, with a turquoise blue pool reminiscent of a David Hockney painting as its focal point.

Described as “sensual and feminine” by Victoria Beckham herself, the collection appeals to a “multifaceted woman” seeking functionality in her outfits. “I wanted to create a modern wardrobe perfect for the summer months,” acknowledged the former Spice Girl, noting that one of her main motivations for collaborating with Mango was to reach a broader audience.

Indeed, it is not the first time Beckham has partnered with more mainstream, accessible players to expand her audience—and refresh her financials—having previously collaborated with brands like Reebok and Target.

For the designer and businesswoman, the collaboration had to be “relevant” to her brand and “maintain its aesthetic.” “I am very proud of what we have created together. It is very modern to unite the two brands and leverage our experience. I believe we share the same philosophy, aesthetic, and values about femininity, quality, and passion for the product,” the designer and businesswoman added.

According to the latest figures, the Victoria Beckham brand generated a turnover of 58.8 million pounds (79.76 million euros) in 2022, while pre-tax losses were 3.1 million pounds (3.61 million euros).

Meanwhile, the company founded by Isak Andic closed the last financial year with record sales of 3,103 million euros and doubled its profit to 172.1 million euros.