Mango Just Proved It Understands The US Market Better Than Zara
Mango
Spanish retailer Mango will start offering a plus-sized line in the U.S. next year.
The company told Women's Wear Daily that the line is part of its goal to double sales by 2019.
The new line will help Mango succeed where competitor Zara has failed: in the U.S. market.
A majority of the U.S. apparel-purchasing population is plus-size, and Zara's slim fits don't cut it for American consumers, the Economist reported last year.
"Outside the biggest cities, Americans have long preferred classic, roomier clothes," the Economist wrote. This means that people outside of major cities don't like to shop there.
Zara has also refused to adopt "vanity sizing," or labeling bigger clothes with a smaller size, reports Kerry Folan at Racked.
Offering larger sizes gives Mango an advantage over Zara because it exposes the brand to more customers and gives it a shot at a U.S. expansion.
Mango has also slashed prices to compete with its biggest competitor.
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