Zara competitor returns to Brazil to try to conquer the middle class

Ten years after closing its last store in Brazil, the Spanish fashion brand Mango will once again be sold in the country – this time, in the virtual world. The return comes amid the company’s investments to expand internationalization and face its rival, also Spanish, Zara.

Here, the return of the brand has a responsible person: Dafiti, which will have the exclusivity of the company’s products.

The fashion e-commerce acquired the rights to resell the Spanish company’s products and will be the representative of fast fashion in the country. The investment was not disclosed.

Fabio Fadel, Dafiti’s commercial director, says that Mango’s products reach the website’s portfolio of premium segment items after a negotiation that lasted nine months. The executive claims that Mango was chosen because of its international relevance.

“It’s not a difficult product to digest, because it has fashion information, but it’s a commercial, casual and traditional product, which is easy for the female public and for Dafiti”, says Fadel.

Initially, the e-commerce will only offer pieces from the female universe, but, according to the executive, in the future, depending on performance, the company should expand the range of products with men’s and children’s items.

Fadel says that, as in Spain, here the main competitor of the new label will be fast fashion Zara, a company that landed in Brazil shortly before Mango closed its stores here. “Our idea is to promote this brand’s access and fight (for market) with Zara”, he says.

Retail expert and founder of Varese Retail, Alberto Serrentino, explains that, like Zara, Mango is positioned in the world as a massified fast fashion product, but in Brazil, given the cost of importing products, it ends up being repositioned in the local market as a premium item.

“Those who travel know Mango, because the brand is all over the world”, he says. Around here, the pieces arrive at the fashion website with an average ticket for the pieces between R$ 280 and R$ 300.