Zalando's new initiatives to improve customer experience

03 Sep '20

2 min read

Pic: Zalando

Germany-based Zalando, Europe’s leading online platform for fashion and lifestyle, recently announced fresh initiatives to enhance the luxury customer experience that includes adding new high-end brands like Roksanda and Marchesa, expanding lines from Victoria Beckham and Moschino, renaming the ‘Premium’ category ‘Designer’ and launching a dedicated marketing campaign with the theme ‘Real life luxury’.

The initiatives are part of Zalando’s strategy to continue investing to double the premium and luxury assortment and triple the gross merchandise volume (GMV) from the category by 2023, the company said in a statement.

“As announced in February, we are focusing on the premium category and the expansion into advanced contemporary and luxury within this category throughout 2020. With new brands, a new name for the category and a dedicated marketing campaign, we sharpen our position as a designer destination for customers and brands,” said Lena-Sophie Roeper, buying director, premium & luxury, Zalando.

The ‘Real life luxury’ marketing campaign will position the category as more accessible to a broader group of customers while presenting the vast assortment. The campaign, directed and photographed by UK-based art director Felix Cooper, represents not models but real people sharing what real life luxury means to them in the streets of the small town of Monnickendam in the Netherlands.

The campaign was launched on August 30 and will be shown on digital channels, in print advertising, in out-of-home advertising and on Zalando’s own channels.

Fibre2Fashion News Desk (DS)

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