Mas on Mango

Spain seems to be in all the news, or at least the sports pages, what with Nadal at Wimbledon, and the country's victory on the soccer pitch last week. So, maybe it's a bit appropriate that mass retailer Mango is breaking out on some news of its own, unveiling plans to open a number of stores in Iraq.

Not sure how one decides to go into a war-torn country to capitalize on the markets there. Well, it's not like Mango will be the first one. (I have to admit, when I was recently watching some footage of a recent bombing in Iraq, I couldn't help but to notice that the reel had been taped in front of a Bata store. Bata, if you don't know it, is a lower priced mass Swiss shoemaker.)

Enough politicizing, on to the fashion bit. I know Mango is doing loads of business, and is even planning to open up stateside in the future. But I've never been keen to know exactly when and where (though I'd bet New York is in the cards.) And here's why.

Though they've been smart enough to capitalize on Spain's biggest export, Penelope Cruz, Mango just hasn't gotten what Zara and H&M have made multi-billion dollar businesses on. No, I'm not talking about ripping off designs straight from runway. I'm talking about the slightly fashion forward bent that make girls want to run to your store and plop down some cash to look good in a frock that you might wear one season, but be happy tossing out the next. Why? Because you've stocked your stores with a new style they'll want to wear instead, and the low prices can justify such frivolous action.