Mango, the Barcelona-based chain that has opened outlets just about everywhere, also thinks global when recruiting the face of its brand. For the past two seasons the Mango spokesmodel has been Claudia Schiffer, the dazzling blonde from Düsseldorf, a thirtysomething mother. The previous poster girl was Lizzie Jagger, the 19-year-old daughter of Mick and Jerry Hall, the London rock chick personified.

For me, despite Claudia’s high profile, Lizzie somehow lingers on. Mango shops, although all almost identical in their swish décor, seem to be either Claudia or Lizzie in character. In Spain, Mango is more Claudia: fashionable, but with a sensible feel; in the UK, the more daring Lizzie teen-ethic prevails.

Last week I visited a Claudia store, in La Cañada shopping centre in Marbella, a branch brimming with tasteful eveningwear where even the denim failed to be raunchy. Three days later I slipped into the Regent Street branch, which was, unequivocally, a Lizzie, with its abbreviated skirts and hoodies.

Changes of emphasis between the ranges were, however, not the only difference between the West End and southern Spain. Mango merchandise can cost much less in the mother country. A Chloé-inspired khaki jacket with a ruffled collar from the new spring collection would set you back €69.90 (£48) in Marbella, but £69 in Regent Street.

My efforts to discover the euro prices of other items, such as a dashing black moleskin cutaway coat (£100) were frustrated by the industrial-strength stickers placed directly over the Spanish prices on the tags in the London store. Other people must obviously be keen to see how much more they are being charged in the UK, as the staff appeared to find nothing odd in my attempts to lift the stickers and take a peek.

The jacket and the coat typified the Mango look: a little bit dandy, a little bit rock‘n’roll, but never outlandish. The other customers in the Marbella store, mostly thirtysomething mothers, were opting for the more restrained items, such as a green velvet jacket (€74.90) and matching skirt (€49.90), a Chanel-lookalike tweed coat (€139) and a Mulberry-style bag €79.

Each of these mothers had at least one relation with them: in Spain, no one shops alone, as several family members must be at hand to discuss the finer detail of every purchase. I felt conspicuously unaccompanied — and cross — as I could not find what I was looking for: the stack-heeled boots with a ridged sole. The ones that Claudia wore in the publicity shots; good looking, but also practical.

The boots were, however, the first thing that I saw as I entered the Regent Street store; I was gratified to see that they had been reduced from £110 to £55, although I could not discover the price in euros. Most sizes were still available, probably because they had been deemed too safe by the store’s youthful clientele. Grabbing a pair, I made a note to tell my younger colleagues that some great coats and trousers were also reduced to Spanish prices.

From the posters, Claudia — a multimillionaire who still likes a bargain, apparently — seemed to smile down at my thriftiness.

RETAIL IN DETAIL

Mango, founded in 1984, has 800-plus stores in 79 countries. Profits in 2004 were €73.1 million on sales of €832 million. For its social responsibility policy, see www.company.mango.es

Layout: Elegant, even at sale time 8/10
Staff: Unobtrusive, bordering on disengaged 6/10
Changing rooms: A little spartan 5/10
Website: www.mango.com. Online shopping at euro prices 7/1
Bags: a bit drab 5/10
Overall score: Spanish chic for most ages 7/10

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