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Mango SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: November 30, 2023Read time:

Here is a detailed SWOT analysis of Mango covering strengths, weaknesses, opportunities and threats.

Mango Strengths

  1. Strong brand presence with its goal to be present in every city of the world has seen its presence in over 100 countries with over 2000 stores
  2. The online campaigns have been a highlight with the online store too being popular among buyers
  3. The presence of stores at prime locations has given the brand a strong footing in terms of the overall brand equity
  4. The unique product line by Mango helps it differentiate from its competitors
  5. Its foray into menswear too has been a success as a part of their diversification strategy
  6. Has approx 9000 employees

Above are the strengths in the SWOT Analysis of Mango. The strengths of Mango looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Mango Weaknesses

  1. All the apparel is designed and sourced from Spain which can cause serious concern when it comes to pricing as compared to its European counterparts
  2. The major revenues earned by the brand are from apparel and not from other product line
  3. Controversies over designs of some products has invited lawsuits inviting considerable criticism from the fashion industry

These were the weaknesses in the Mango SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Mango Opportunities

  1. Mango can emerging retail markets like India and Africa which are largely unsaturated and can instill growth and stability for the brand.
  2. Mango could diversify further into many other product line in order to further bolster the brand as the complete lifestyle brand

Above we covered the opportunities in Mango SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Mango Threats

  1. Trade barriers in terms of fluctuations in terms currency denominations can be a serious threat to the overall sales revenues.
  2. The highly fragmented fashion industry means low brand loyalty and high bargaining power for consumers due to low switching cost.
  3. The emergence of many new designers in this segment could pose a serious threat to the brand

The threats in the SWOT Analysis of Mango are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Mango SWOT analysis.

About Mango

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Mango Overview
Parent Company

Mango Inc.


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

What should I wear; Fashion for the young, urban woman


Fashion from Spain

Mango STP

Fashion conscious women in the middle age group

Target Market

Urban upper-middle and upper class


A complete lifestyle brand for women

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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