Mango targets teen market with new collection

Mango is extending its Kids line with a specific range targeting the teen market, which went live this week.

Launched under the Teen brand name, the line is aimed at adolescents aged from 11 to 15 years.

The designs have been created by adopting the current trends of casual wear, "while leaving room for personal expression among this age group, as they begin to define their own style." The capsule includes both casual and formal product lines.

The Teen collection is now available in selected stores in several countries, including Spain, and Mango plans to gradually increase the number of countries in which this new collection is available.

Mango Kids has been a great success for the Spanish chain and is now present in over 70 countries. It was launched in 2013 and now has over 530 stores worldwide and, together with Man and plus size line Violeta, accounted for 18% of the company’s sales last year.

Mango recently revealed that it was on course to beat 2019's sales thanks to stellar digital sales during the COVID-19 pandemic. The business said it had achieved a 50% increase in online sales between March and June, while some of its main European markets had seen retail sales recover more quickly than anticipated.

Sales via the Mango e-commerce platform, launched in 2000, account for almost 24% of total group turnover, totalling €564 million in 2019.