Mango launches new Alter Made label in Spain, France, Germany, Netherlands
Alter Made is born. The new label by the Mango group, whose value proposition is centred on sustainability and proximity production, has been launched initially in four European markets - Spain, France, Germany and the Netherlands - via its own e-tail site, altermade.com.
In September, the Catalan fashion group announced it was adding Alter Made to its portfolio, a new womenswear label positioned in the medium-high segment of the market (with jeans priced around €100 and sweaters at around €180), and with a product range featuring evergreen designs and a neutral colour palette. Alter Made clothes are made using materials like organic cotton, recycled cashmere and innovative fabrics such as SeaCell, as the label indicated in a press release.
“We make sure that the raw materials we use are traceable, and we work with fabrics that are certified sustainable,” the label underlined. In this sense, and also in an effort to be transparent, the Mango group’s new brand mentions the manufacturer of each product on the latter's label.
“[Producers] are carefully chosen because they are experts in their area. We have ensured that they all have social certifications establishing that their employees operate in a safe and agreeable environment, and that their working conditions are ethical and fair,” said Alter Made.
Alter Made's supplier list includes companies based in Portugal, Italy, Romania and Turkey. “All of them are proximity producers, which allows us to cut the products’ travel mileage and therefore reduce their carbon footprint,” added the label.
Alter Made’s value proposition hinges on the notions of “responsible consumption, well-being and sustainability,” and the label indicated it relies on small production runs “to produce responsibly and avoid wasting raw materials and energy.”
Alter Made has been created as an independent retail brand within the Mango group. Its objective is not only to complete Mango’s range in the premium segment, but also to function as a sustainability laboratory, through which to test ideas and solutions that later might be applied to Mango, as the group indicated in September.
Business-wise, the group’s goal is for Alter Made to generate a revenue of €25 million within three years. Alter Made is therefore relatively limited in scope, considering that the Catalan group closed the 2020 financial year, marked by the pandemic’s impact, with a total revenue of €1.842 billion, down 22.4% compared to the previous year
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