Mango Kids ventures into Karachi

KARACHI: Mothers, celebrate! Spanish fashion brand Mango has launched its children’s line Mango Kids. Dolmen Mall Clifton, Karachi was abuzz with attendees, as children took to the ramp to showcase Mango’s spring/summer 2014 collection. A truly endearing sight, watching little boys in jeans, along with girls in vibrant tops and shorts, strut their stuff as parents and onlookers cheered them on.

Mango Kids, an extension of the Mango line itself, promises to deliver what it is delivering worldwide, by sticking to international colour trends forecasts. The line, which was launched in Karachi on Thursday evening, was launched internationally in September 2013, in Barcelona, Spain.

While talking about it to Mango Pakistan CEO, Abid Umer, he said, “In today’s world we get to see that kids are as fashionable as adults, so we are hitting at the kids’ fashion market.” Mango Kids will be targeting a young market, from the age of barely four years to 12.



The store, which is an extension of Mango store itself, houses the new collection for kids, about which Nadine Al Rifai Imam, brand manager Mango Pakistan said, “We are offering an exciting collection for young ones. As this is not a standalone store, there is but selected variety available for now.”

When asked what it is that makes Mango stand out, Imam said, “As a brand manager, I would say that this is a refined collection for kids. These kids look like little adults. It’s exclusive, it’s a big addition for us. Also, display and merchandising is important, we try to show our customers how they can mix and match clothes; there is a shopping convenience on the racks for just about everyone!”

According to Iman, shoes are a target accessory that Mango plans on enhancing next. She also added that if things go according to plan, Mango Kids will expand to accommodate items for newborn babies as well.  While Mango stores are currently present only in Karachi and Lahore, The brand plans on making its way to Centaurus Mall, Islamabad by June this year.

Published in The Express Tribune, April 26^th, 2014.

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