- Huw Hughes
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Mango has become the latest fashion company to launch a TikTok account
as it continues to focus on its well-performing online channel.
The Spanish fashion retailer said it will use its official TikTok page
to showcase the “self-expression and creativity” of its creators across
topics such as culture, fashion and music.
Since its launch in 2016, TikTok has transformed from a simple
video-sharing social media app to a marketing heavyweight and is being
tapped by a growing number of fashion brands as a way to engage with a
younger audience.
So it’s perhaps no surprise then that Mango is jumping aboard the trend.
The Spanish retailer has seen impressive growth through its digital
channels in recent years, with online sales growing 26.7 percent in 2020 to
564 million euros, accounting for 24 percent of total group turnover.
More recently in August, the company hailed its online channel as “key”
to its post-lockdown recovery, with sales up more than 50 percent between
March and June. During the months of lockdown, the retailer attracted
almost 900,000 new online customers, increasing its active e-commerce
customers to nearly six million.
“TikTok is a creative platform that is unique and totally different to
what we are familiar with at present,”Emilio Mosteiro, Mango communication
director, said in a statement. “For our community to create its own content
in an honest and unfiltered manner is an extraordinary way of being able to
create together and maintain the global connection we have with our
people”.
Photo Credit: Mango
