Zalando doubles down on designer proposition
Zalando is pushing ahead with an expansion of its luxury category as it looks to establish its online fashion and lifestyle platform as a “credible, fresh and inclusive partner ” for luxury and designer brands.
The Zalando Designer category has signed over 50 labels this year including the likes of Missoni, Christopher Kane, 032C and Mansur Gavriel, amongst others.
In a further move, from next month the retailer will be partnering with international designer platform Not Just A Label as part of plans to widen its offering to include more emerging brands.
Anaheta Metghalchi von Berenberg, buying director Designer at Zalando, said: “By 2025 it is expected that Gen-Z and Millennials will conduct the majority of luxury purchases. We are uniquely positioned to provide our customers – among them a high share of Gen-Z and Millennials – with an incredible cross-category offering in an online environment.
“We are doubling down on the Designer category by elevating the brand mix, assortment and the dedicated onsite experience. Together with our partners, we want to focus on growing our more sustainable and more diverse and inclusive designer and luxury assortment to contribute to positive change for our customers and the industry.”
Zalando has also launched a dedicated marketing campaign called ‘Luxury on Your Terms’ to support growth in the category. Starring actor Lachlan Watson, the campaign is an interactive digital film experience that merges the world of TikTok with an interactive and shoppable series called “The Life of Liberty.” The social-first film is supported by an integrated campaign including out of home, digital out of home, personalised marketing, PR and owned social media channels. The campaign went live on 29 August in Italy, France, Spain, Germany, Austria, Switzerland and the Czech Republic.
Earlier this year, Zalando introduced a new and personalised Zalando Designer onsite experience as a means of inspiring customers and helping them to discover the luxury assortment in a dedicated environment. This includes bespoke “designer brand homes” from where labels can display their stories behind the design and present seasonal editorials with handpicked collections, similar to the window of a luxury department store.
