Mango & AND

COVID 19 EFFECT

during COVID-
19 Crisis
IMPACT OF COVID 19 ON AND
Anita Dongre donated Rs. 1.5 crore as a medical fund to
support the small vendors and self-employed artisans
working with her amid the coronavirus outbreak.

Citing the safety of her direct employees, the designer

mentioned the medical insurance already in place that
covers and protects them, further clarifying that support
would be extended to them as well in light of any
unforeseen medical emergency arising out of the
current situation. A d d a l i t t l e i n t r o
IMPACT OF COVID 19 ON AND
Anita Dongre also launched ‘A D Torchbearers’ as an
initiative to celebrate her employees, as the business
remains shut for the duration of the counter-
coronavirus lockdown.

She employees 2,700 employees directly and thousands

more indirectly across factories and villages located in
India. By sharing her employees’ stories, Dongre aims
to highlight their work during this difficult time and
show customers the brand’s core values.
Add a little intro
IMPACT OF COVID 19 ON AND
Company produced protective cloth masks for distribution
in an effort to further contribute in combating the grave
COVID-19 pandemic in India. The reusable masks are
created out of fabrics that are used for the production of
clothes for the brand.
Kavi Mishra MD and CEO of House Of Anita Dongre, says
that the biggest lesson from COVID-19 for apparel brands
like his, has been to move to a more flexible supply chain
model. "We usually plan our collection for a period of six
months, we now need to plan a new collection every two
months and have at least 6-7 collections aA dyear.
d a l i tThat's
t l e i n t rhow
o

we can manage our inventory more efficiently."

IMPACT OF COVID 19 ON AND
In keeping with the new normal, Anita Dongre, for the first
time, held a virtual Trunk Show and prioritised video call
bookings to connect with the customers. Their stores all
across the globe has a ‘top 100 customer’ list, and from the
beginning of the lockdown, the store team was informed to
connect with this coveted customer base virtually and that
has been contributing to 40-50 per cent of the sales. It's
inventory is just lying in the stores and virtual sales will
continue for the next few months until the customer is
confident enough to walk into a store. A d d a l i t t l e i n t r o
IMPACT OF COVID 19 ON AND

Company has cut down on fall-winter collection

production.They have spread their spring-summer
collection over the next few months, as that will help
them protect their cash flows.

Add a little intro

 IMPACT OF COVID 19 ON
MANGO
Mango donated 1 per cent of its retail sales from its bricks-
and-mortar stores to the World Health Organisation’s
COVID-19 relief fund, in an effort to support the more
vulnerable health care systems during the pandemic.

This effort continued for the next two months on part of

the retailer, and involves Mango’s mono-brand stores in
Europe, Russia, Turkey and New York, as they gradually
reopen.
Add a little intro
IMPACT OF COVID 19 ON MANGO
Sales in some of its main European markets are recovering
quickly and are very close to the sales levels the Spanish
multinational obtained in the first semester of 2019, the
year in which the company achieved record sales.
The strong growth in online sales, especially between
March and June, when turnover increased by 50%
compared to the same period last year, is driving the
recovery.These markets have performed better than
expected since the start of the COVID-19 crisis and this
demonstrates the wisdom of their commitment in recent
years to accelerate e-commerce and omnichannel
Add a little intro

initiatives.
IMPACT OF COVID 19 ON
MANGO
Brand claims to continue to reap the
rewards of so many years of effort and
investment in the digital transformation of
the company.
The retailer put on March 27th all its full
price SKUs at a 20% discount for a week. It
has significantly decreased Mango’s level of
out-of-stock, which has lowered down
further with the new allocation of summer
Add a little intro
garment
 IMPACT OF COVID 19 ON
MANGO
The company has a quality analysis tool for its productions
which allows it to implement improvement plans

In view of the health crisis caused by COVID-19, Mango

has started to monitor the prevention measures
implemented by its suppliers in their production centres
worldwide.The aim is to verify that all the safety measures
necessary to protect the health of their workers are being
applied.
Add a little intro
IMPACT OF COVID 19 ON MANGO
Mango, via the digital platform Inspectorio, is compiling
and analysing the data obtained through audits based on
the protocols of international NGOs, in order to detect any
potential shortcomings and consequently advise in a
proactive manner on the appropriate corrective measures
for the purpose of prevention and protecting the workers
in their production centres.
As part of its digital transformation process, Mango
implemented Inspectorio in 2019 as a quality analysis tool
for its productions, allowing it to promote and implement
future improvement plans and evaluate the A d dperformance
a little intro

of its suppliers
 References
https://retviews.com/blog/industry/brand_strategies/
https://in.apparelresources.com/business-news/retail/fashion-industry-fighting-

coronavirus-crisis/

https://in.apparelresources.com/fashion-news/features/keeping-
hopes-high-amidst-covid-19-yash-dongre/
https://www.businesstoday.in/current/corporate/coronavirus-in-india-apparel-

brands-stare-at-60-percent-loss-in-first-quarter-of-fy21/story/399140.html

https://press.mango.com/en/press-releases_771
Add a fun fact here
Comparison of Brand
Elements for Mango
and AND

Vs
Brand Identity Prism
for Mango and AND
 CONCLUSION
AND is a brand that caters to the aspirational needs of a customer. With so many

competitor in the market Dongre makes sure that she establishes her feet in all the

market segments. To make the brand AND visible, it is sold through retail outlets,

website, e-commerce, pantaloons, shopper stop, lifestyle and central. Considering

ZARA, H&M and MANGO as competitors, they also bring new collection after 20-25

days. MANGO has a highly-defined concept. The MANGO concept is based on an

alliance between a quality product, with an original design and a coherent and

unified brand image.   Mango’s automated centre consolidates the company’s

logistics, giving it more control over customer experience and product allocation.

The strategy is to speed up shipping and delivery times to better respond to trends

as fast fashion gets more competitive. MANGO is aiming to beat ZARA and H&M in

terms of sales.
REFERENCES
https://www.businesstoday.in/magazine/cover-story/anita-dongre-fashion-indian-women-

milan/story/209032.html

https://www.youandi.com/reinventing-classics-anita-dongre

https://www.ginesys.in/blog/anita-dongre-of-and-designs-interviewed-by-retail-today-

magazine-mar-2014

https://www.boemagazine.com/2014/01/anita-dongre-indian-design-pink-city-being-a-

successful-woman-entrepreneur-in-india/

https://www.campaignlive.co.uk/article/mango-targets-office-women-stylist-magazine/1060243

https://blog.gofynd.com/fynd-voices-episode-2-how-and-global-desi-implemented-omni-

channel-retailing-189009127b0e

https://press.mango.com/en/mango-launches-the-second-edition-of-the-wearevioleta-

campaign-making-a-declaration-in-favour-of-diversity_10371

https://press.mango.com/en/mango-launches-a-story-of-uniqueness-a-campaign-which-

celebrates-the-authenticity-of-each-individual-we-are-all-unique_13674
REFERENCES
https://in.fashionnetwork.com/news/Anita-dongre-shares-her-eco-friendly-

initiatives,1107893.html

https://daman.co.id/mango-wants-you-to-beanicon/

https://theevolvemag.com/mango-life-in-bloom

https://www.fashioncompany.rs/en/new-york-the-location-for-the-first-of-this-seasonss-4-print-

mango-campaigns/

https://www.agencyuk.com/2016/01/new-digital-strategy-helps-mango-make-fast-fashion-

faster/

https://rocketreach.co/and-designs-india-email-format_b5e5851df42e6087

https://www.forbesindia.com/article/work-in-progress/how-anita-dongre-tailored-her-

business/34033/1

https://www.anitadongre.com/sustainability