Zalando doubles down on designer proposition to delight customers

Agency: Anomaly Berlin

Zalando, Europe’s leading online platform for fashion and lifestyle, is doubling down on the Designer category to establish the platform as a credible, fresh and inclusive partner for luxury and designer brands. From fashion-forward newcomers to established favorites, Zalando Designer has signed over 50 brands just this year, connecting them with around 45 million customers across Europe. New partners include Missoni, Christopher Kane, 032C and Mansur Gavriel, among others. As of September 2021, Zalando is partnering up with leading international designer platform Not Just A Label. Established in 2008, NJAL provides designers a platform to connect with a global audience and encourages designers to produce fashion that is more sustainable and supportive of local communities and artisanal craftsmanship. NJAL will bring several emerging brands from diverse backgrounds to Zalando Designer, supporting Zalando’s commitment to represent diverse brands and founders on its platform. 

Zalando is also launching a dedicated marketing campaign, ‘Luxury on Your Terms’, underlining its ambition for Zalando Designer and inviting consumers into a new world of luxury that is fluid, self-expressive and inclusive. Directed by Vincent Haycock, photographed by Coco Capitán, styled by Ib Kamara and 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.” Customers will be able to shop the collections shown in the series in the Zalando Fashion Store. The characters in the series express themselves through luxury and designer fashion, wearing products from the Autumn/Winter 21 Zalando Designer assortment. The social-first digital film is supported by an integrated campaign including Out of Home, Digital Out of Home, personalized marketing, PR and owned social media channels. The campaign went live on August 29th in Italy, France, Spain, Germany, Austria, Switzerland and the Czech Republic. 

Anaheta Metghalchi von Berenberg, buying director designer at Zalando, says: “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.”

As part of the Zalando Designer expansion, Zalando introduced a new and personalized Zalando Designer onsite experience earlier this year. The experience is designed to inspire customers and to help them discover exciting luxury assortment in a dedicated environment. It features dedicated visual language and hosts bespoke Designer Brand Homes. There, designer brands can display their stories behind the design and present seasonal editorials with handpicked collections, similar to the window of a luxury department store. Focusing on storytelling and editorial content modules, the new Designer Home is available on web and app in all markets.