H & M and Mango are brand names that are quite popular, and have emerged in the market of fashion. They concentrate on marketing through stores, and distribute their clothing, cosmetics and accessories in large urban areas and in smaller ones. Both companies are on the same sector and are therefore competitive.
If H & M, the Swedish brand, was created just after World War II, it is noted that Mango, founded in Barcelona, is much more recent since its inception was in the 1980s. If both companies are targeting the young and dynamic, it was necessary to promote their brand to their target customers, to move quickly toward new media emerged in the 1990s, and especially by Internet usage.
The Internet has revealed a new medium of corporate communication, a way to raise awareness of its products and services to improve its reputation and give a modern image. Thus, these two firms have opened their markets.
The chain H & M was founded in 1947 in Sweden by Erling Person. Today H & M is present in over 1,000 stores worldwide. "Providing quality fashion at the best price" that is the line of business to which this is true since its inception. Found at H & M a wide assortment of apparel stores primarily in major cities, according to updated classics and fashion basic apparel sold in the latest trends.
H & M communicates mainly through the press, outdoor advertising, TV spot and the Internet. Nevertheless, it is primarily in its stores through its employees that the company wants to connect and communicate, and encourages its vendors to wear garments with the initials H & M's seasonal trends within its stores.
Mango is a multinational corporation founded in 1984 in Barcelona and is dedicated to the design, manufacture and marketing of clothing and accessories exclusively for women. Mango aims to dress up "the modern, urban young woman in her everyday needs, while keeping one hand and appealing aesthetic. For this, the company has its own designer who follows the latest fashion trends.
The bulk of its communication is through the use of international models that represent, in its promotional catalogs distributed in its stores, the image of the brand every season. On the other hand, Mango uses to communicate Internet, billboards in cities.
Tags: H & M – origin and history, Mango – origin and history, comparison between H & M and Mango
[...] While H & M follows its own philosophy, the fashion designer brings it success, and imparts dynamism. The company uses this personality of high fashion in order to provide a quality corporate image, reputation, and one recognized even by leading international designers. For Mango, the site is entered through a photo slideshow of the model used for the season. The tone of this homepage is quite luxurious and the aim of the use of the photographs of a world-renowned model for all of its production is to improve its corporate image of selling quality products. [...]
[...] Thus, H & M is closer to its public. Mango, on the other hand, opts for a less interactive site by offering a "Contact" link which is more remote and impersonal. Despite their differences, both sites provide the user with an FAQ section that provides information easily on the main issues raised in these companies Quality of information offered It is gratifying to note that both companies have made a lot of effort to provide a wealth of information. This concerns the information about their operation, along with additional financial information, and a part of the historic human resources (job, training . [...]
[...] The pages are easily downloadable even if there are many photos on the site. III. Two sites that reflect their values 1. The editorial content During our visit on the two websites, we saw that each of them is quite friendly and complies with the culture of both companies. We were able to discover the information given to us by each company in detail. Indeed, it is on the website that the client of each company can better discover how they work, their culture, and their history rather than directly in stores. [...]
[...] Institutional comparison of the two websites 1. The importance of aesthetics a. Aesthetics b. Colors 2. Interactivity 3. Quality of information offered 4. Navigation III. Two sites that reflect their values 1. The editorial content 2. [...]
[...] We may well end up on the same page of text, photos, and animations everywhere. One might also note that both sites are updated regularly. As we have seen in our study, these sites have frequent changes and additions. This information aims to ensure that the user is not tired and comes back regularly to the sites. These sites adapt to their environment, just as their clothes adapt to changing consumer desires. Conclusion H & M and Mango are two European companies which have international fame. [...]
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