Mango, a leading Spanish fashion group, has showcased its commitment to innovation by launching the first-ever campaign generated entirely with artificial intelligence. This campaign promotes the limited-edition Sunset Dream collection from the Mango Teen youth line, now available in 95 markets. As a pioneer in the fashion industry, Mango is among the first to use AI to develop the visual imagery for a collection.
“This initiative reflects our ongoing dedication to innovation and staying at the forefront of the fashion industry,” says Jordi Alex, Mango’s Chief Information Technology Officer. He emphasizes that AI is a technological revolution with vast opportunities. “Technology should serve as a co-pilot, enhancing our employees’ capabilities and amplifying creativity. It will either make us more human, or it won’t.”
Several internal teams collaborated to develop the campaign, including Mango Teen’s design, art, and styling departments, as well as those responsible for dataset creation, AI model training, and photography. The process began with real photoshoots of each garment. These images were used to train a generative AI model to place the garments on a model. The primary challenge was to achieve editorial-quality images that retained the authenticity of both the garments and the models. After generating the AI images, the art team selected, retouched, edited, and finalized them in the photography studio.
This advancement aligns with Mango’s Strategic Plan 2024-2026, which focuses on creating value through technology, data management, and operational excellence.
Commitment to innovation
Innovation has always been a key pillar of Mango’s strategy and has helped the company become one of the leading groups in the European fashion industry. From the creation of a differentiated business model to brand communication with the main celebrities of the moment or the pioneering commitment to digital transformation, the company has been at the forefront of its sector.
Since 2018, Mango has developed more than fifteen different platforms that apply artificial intelligence at different points in its value chain, such as pricing and personalisation. Among the most notable is the internal conversational generative AI platform to address use cases of its employees and partners. Mango also uses an image generative AI platform to help the company’s design and product team seek inspiration by looking at different concepts in order to co-create prints, fabrics and garments and seek inspiration for window dressing, architecture and interior design. Other noteworthy platforms include the pricing policy on mango.com and in the retail store chain; the product recommendation platform for customers; as well as its presence in more than sixty countries and in more than twenty languages to improve customer service.
In January 2024, Mango ratified its commitment to digital innovation by joining Roblox, the global immersive communication and connection platform that has more than 70 million daily active users. Specifically, the company opened its first immersive store on the platform, located in the virtual Outfit Shopping Mall, where users can buy Mango Teen digital clothing and products for their avatars
Innovation has always been central to Mango’s strategy, driving its rise as a leader in the European fashion industry. The company has consistently pushed boundaries, from developing a unique business model to engaging in brand communication with top celebrities. Mango’s pioneering approach to digital transformation has also kept it at the forefront of the fashion sector.
Since 2018, Mango has implemented over fifteen AI-driven platforms across various stages of its value chain, including pricing and personalization. One of the most significant developments is an internal conversational AI platform designed to support employees and partners. Additionally, Mango utilizes an image-generative AI platform that aids the design and product teams in co-creating prints, fabrics, and garments. This platform also serves as a source of inspiration for window displays, architecture, and interior design. Other key AI platforms include those for pricing strategy on mango.com and in physical stores, a product recommendation system, and customer service tools that operate in over sixty countries and more than twenty languages.
In January 2024, Mango further solidified its commitment to digital innovation by joining Roblox, a global immersive communication platform with over 70 million daily active users. The company launched its first immersive store within the virtual Outfit Shopping Mall on Roblox, where users can purchase Mango Teen digital clothing and products for their avatars.
