Retailers, very familiar with the economic crisis that continues to grip Western economies, must tread lightly with pitches aimed at getting people to spend money. A tactful “we understand your pain” approach can go a long way in creating brand loyalty.
Spanish retailer Mango is offering shoppers a way to update their wardrobes at a discount, ensuring their closets remain up to date without spending a lot of money. The company’s Mango for Mango program allows customers who sign up for a loyalty card to return used clothes purchased from any of its stores for up to one year after the initial purchase date and in exchange get a new article of clothing at a 20 percent discount. (Shoppers who had loyalty cards prior to January 2011 are entitled to a 25 percent discount.) The Web component includes a virtual closet which helps shoppers keep track of their purchases. For now, the program is only in place in Mango’s Spain stores.
Not only does this initiative give Mango customers a way to refresh their wardrobes, but also allows them the flexibility to try new fashion with the knowledge that when they tire of one thing, they can try something new. It’s a take on Non-Commitment Culture, one our 10 Trends for 2011. So far, more than 40,000 customers have signed on to the program, according to Mango, which is also donating 1 percent of each purchase within the program to the Vicente Ferrer Foundation in India, which builds homes in the state of Andhra Pradesh.
In a time when buying new clothing may be seen as an unnecessary expenditure (after all, most people have a closet full of clothes) Mango gives women an easy way to justify a new item or two: They can wear it now, and exchange it later, ensuring that they are always in fashion. And always shopping at Mango.
Photo Credits: http://shop.mango.com/
