Zalando Media Solutions evolves into Zalando Marketing Services
Zalando Media Solutions, the marketing arm of online fashion retailer Zalando, is adding creative services and consumer insights to its range and has renamed itself Zalando Marketing Services.
While continuing to focus on external Zalando partners, the unit will be concentrating on the synergy between data-driven marketing and creative content, based on insights from more 24 million active Zalando customers in 17 European countries.
Established in 2015, ZMS now has some 250 employees and has extended its portfolio to include influencer marketing via Collabary and audience marketing via the zTypes fashion typology. The unit is now adding a creative lab and consumer insights to its services to enable it to offer a 360 degree marketing service to brand partners.
Andreas Antrup, managing director of ZMS, said: “With our expertise from 10 years of Zalando, our extensive knowledge of the ecommerce market and insights from over 24 million active customers in 17 markets, in Zalando Marketing Services, we are creating a holistic solution for supporting brand partners with effective media relations, creation and content, consumer insights and influencer marketing through to strategic advice.”
Zalando has announced that Under Armour has been one of the first brands to use the expanded service. The creative campaign was tailored to the brand’s target group of “active women” and rolled out across Europe through a variety of channels.
Brian Connell, brand director of Under Armour Europe, added: “ZMS has developed an outstanding concept that enables excellent contact with new customers. The campaign was a great success. By combining creativity with a data-based marketing approach, the campaign led to a sharp rise in brand recognition in the target group and significant sales growth.”
