Mango also relies on the personalization of the shopping experience through increased digitization and announces the introduction of two new digital tools: a WhatsApp channel and ‘Mango Stylist’, a AI-based fashion assistant.
Both are part of the strategic plan ‘Plan 4E’, which was presented in early March 2024. The company under the direction of Toni Ruiz thus pursues the main goal of generating sales of four billion euros by 2026. Mango has ‘dynamized’ his shopping experience this summer 2025. A new WhatsApp channel and ‘Mango Stylist’ were introduced for this. The latter is a AI-based fashion assistant. The tool was developed together by various mango teams and, like the new WhatsApp channel, is part of the ‘Earn’ initiatives of the strategic plan until 2026. This means that the Spanish fashion company wants to promote various activations and initiatives that are intended to release the growth potential of Mango both in stationary retail and online. This is done through solutions that also offer a more personalized, immersive and cross -channel shopping experience.
Mango emphasizes that technology and innovation have always been an important pillar for the company’s growth. The company was a pioneer in 2000 with the introduction of its own online sales platform. Over fifteen AI-based platforms have been developed since 2018, most of them for internal processes. The most important innovations include the internal generative AI platform ‘Lisa’. This is a conversation platform that meets the needs of employees: inside and business partners: inside. ‘Inspire’ supports the design and product department of Mango in the development of new models and collections as well as the shop window, architecture and interior design departments. ‘Iris’ is the virtual assistant, the mango customer: offers pre-sales and after-sales services in over 20 languages in over 60 countries.
“Mango is committed to building a ‘phygital’ ecosystem of experiences, services and products that synchronize and combined the possibilities of the physical and digital world,” says Mango in a message. The aim is to offer the customer: inside the best service. That is why the company digitizes the entire product life cycle – from the first briefing of the collection to design and cutting development to sale, transport and sales. With the two new initiatives, the company continues to focus on innovation, which has always been an important pillar for mango. This has contributed to the fact that Mango has become one of the leading international brands in the fashion industry.
New WhatsApp channel
The new communication channel via WhatsApp was introduced at the end of June, initially in Spain. Mango-Kund: Inside, questions can be sent to the company around the clock. These are answered by ‘Iris’, the online assistant of Mango, which is already available in the chat of the online shop. Additional support from employees: Inside, Mondays to Fridays take place from 9:00 a.m. to 8:30 p.m. and Saturdays until 5:30 p.m.
This new WhatsApp channel can not only contact Mango in the inside. You will also receive notifications about articles that interest you; Special birthday presents and access to the latest fashion and accessory offers. In short, access to the purchase receipt should also be possible directly via the mobile phone.
New ki ‘stylist’
In order to further improve personalization and digitization of the shopping experience, Mango ‘Mango Stylist’ has introduced. This new virtual, AI-supported assistant offers mango customers: inside recommendations that are tailored to their preferences and their taste. It offers access to the latest fashion trends and the opportunity to discover complete ‘Total looks’ with mango products that are tailored to your needs. All of this is possible through the chat of the official online platform and the official Instagram account.
The new solution was developed in cooperation with the multidisciplinary teams from Mango. The IT, data, digital product, styling, design, visual merchandising and customer departments were involved in the complex process. It is now integrated in the virtual assistant ‘Iris’, which thus becomes the most important ‘phygital’ contact point between mango and its customers: inside. ‘Mango Stylist’ offers a more personalized shopping experience. Mango emphasizes that ‘Mango Stylist’ uses innovative algorithms to analyze the context and personal preferences of the users: inside. In this way, recommendations can be given that meet the needs and the search of users: in the inside. The service makes it possible to discover the offer of the Spanish fashion company more individually. It is currently available for advice from the ‘Woman’ line for customers in Spain, Portugal, Great Britain, France, Italy, Germany, Austria, Turkey and the USA. The new solution is expected to be expanded to other countries and regions in which the multinational fashion company works.
‘Mango Stylist’ strengthens the position of Mango as one of the first companies in the industry that integrates a AI-supported conversation assistant that combines style advice with customer service, says Mango. The introduction marks a new step in the direction of a personalized, ensured and efficient shopping experience.
This article was used with digital tools translated.
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