European fashion brand Mango has recently unveiled an AI-generated picture campaign for its limited edition Sunset Dream collection of its youth line. This initiative, a collaboration between Mango Teen’s design, art and styling teams, and its photography studio, marks a significant step in the brand’s innovative journey. The process began with a photographer capturing real photos of the garments, which were then fed into a generative AI model trained to position the real garments correctly. Achieving editorial quality images that rival standard fashion campaigns with real models was a challenge. However, Mango’s internal photography studio successfully retouched, edited, and mastered the images to meet this high standard.
“This initiative reflects our continued commitment to innovation and being on the cutting edge in the fashion world,” says Jordi Alex, Chief Information Technology Officer at Mango. He emphasizes that artificial intelligence presents opportunities to extend the capabilities of employees and amplify creativity.
The AI-generated images are strikingly realistic, with scenes set in the Medina of Marrakech, Morocco. Viewers could easily mistake these synthetic images for real photos. This move has sparked debates about authenticity in advertising, with some questioning the honesty of AI-generated campaigns. Nonetheless, Mango remains committed to innovation, being the first to generate an entire fashion campaign using artificial intelligence. The company employs AI across various points in its value chain, including pricing and personalization, and uses AI image generators for garment design and visual inspiration.
In addition to its foray into AI, Mango is expanding its homeware line with the introduction of Mango Home in Turkey. This expansion is part of Mango’s 4E 2024-2026 Strategic Plan, which aims to enhance its differentiated value proposition, drive expansion, and improve sales in existing stores and online channels. Founded in 2021, Mango Home is available in five physical stores in Spain and in 33 online marketplaces across Europe. The Turkish market entry marks the line’s presence in 33 countries, including major markets like Spain, France, Germany, and the United States.
“Having our homeware line on offer in Turkey is a major step forward in our business diversification strategy and reinforces our international expansion plan in one of the most strategic markets for the company,” says Nuria Font, Director of Mango Home. With a focus on natural textures, relaxed colors, and sustainable materials, Mango Home aims to inspire the creation of spaces with personality through its quality essentials and contemporary designs.
Mango Home’s expansion includes new product categories in decoration and homeware, catering to every room in the home. The brand plans to continue diversifying its offerings and will open physical stores with a new concept in 2025.
In the U.S., Mango has opened a new store at the Fashion Centre at Pentagon City, occupying the space formerly held by British retailer Superdry. The new location primarily sells women’s apparel, aligning with Mango’s strategy to expand its U.S. footprint. The company aims to open 40 U.S. stores by the end of the year, with recent additions including locations in the D.C. area and Tysons Corner Center.
“We are thrilled to continue our U.S. expansion plans with another store opening in Washington, D.C.,” says Daniel López, Director of Expansion and Franchises. Mango joins other recent additions to the Pentagon City mall, such as Japanese retailer Uniqlo, glasses retailer Warby Parker, and athletic apparel store Lululemon.
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