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Mango, the famous ready-to-wear brand, recently innovated by launching its first advertising campaign created by artificial intelligence for its Teen line. This initiative marks a significant step forward in the use of cutting-edge technologies in the field of marketing and fashion. Let’s find out in detail how Mango designed and implemented this revolutionary campaign.
Mango: A Pioneer of the Fashion Industry
Mango, one of the most influential fashion groups in Europe, has embarked on a groundbreaking campaign for its line Mango Teen. With the limited edition collection Sunset Dream, the company has demonstrated its commitment to innovation by usingartificial intelligence to fully generate the images for your campaign.
A Strategic Objective Supported by Technology
This initiative is part of the “Earn” lever of Mango’s strategic plan for 2024-2026. This plan aims to create value through technological development, management of data and operational excellence. Mango has developed more than fifteen platforms machine learning since 2018, applying AI to various elements of its value chain such as pricing and personalization.
The Creative Process Carried Out by Versatile Teams
The campaign was carried out thanks to the collaboration of various internal teams, including Mango Teen design, art and styling, as well as the teams responsible for training AI models. The process began by taking real photos of each item of clothing in the collection. These photos were then used as the basis for training a generative AI model capable of positioning the actual clothing on a model.
Technical and Artistic Challenges Faced
The biggest challenge was achieving an editorial quality similar to that of a traditional fashion campaign, while maintaining the characteristics of the clothes and models. Once the images were generated by the AI, the artistic team selected, retouched, edited and finalized them in Mango’s photography studio.
A Continuous Commitment to Innovation
Innovation is a central pillar of Mango’s strategy, having helped the company become one of the leading fashion groups in Europe. Since 2018, Mango has developed more than fifteen different platforms based on artificial intelligence for various uses, such as:
- A generative conversational platform to meet the needs of employees and partners.
- An image generation platform to inspire the design and product team.
- A pricing policy online and in physical stores.
- A product recommendation platform for customers.
Digital and Immersive Expansion
In January 2024, Mango continued its commitment to digital innovation by joining Roblox, a global immersive communications platform with more than 70 million daily users. Mango launched its first immersive store in the Outfit Shopping Mall from Roblox, offering digital clothing and avatar products.
This initiative clearly demonstrates Mango’s ability to evolve with the times and continue to innovate in the fashion sector, while using the latest technologies to enrich the customer experience.
