Winning the battle for attention 

In part one of this series, we explored how our content production team uses AI to keep up with the fast-moving pace of fashion and lifestyle. But technology is only half the equation. To truly connect with our customers, we need that human spark.

That is the driving force behind our Global Social Media, Content, and Creator team [SCC].

We hear a lot about the shift toward entertainment commerce. Why are inspiration and entertainment such a massive strategic focus for Zalando right now?

It comes down to the battle for attention. The communications, entertainment, and social spaces are incredibly crowded right now. Today, brands can't be silent or lack a distinct point of view. There are simply too many other things fighting for a customer's attention. Our team focuses on how to grab that attention and ultimately turn it into engagement, true brand loyalty and returning customers.

How exactly do you cut through that daily noise? What does this look like in action?

We look very closely at how people consume content and social media, relevant trends in this environment, and how they want to be inspired and entertained. On Zalando, we use an AI-powered feed to elevate the experience. You see content that actually inspires you based on your previous searches. We also launched the Zalando Assistant, which is a great way for customers to ask questions. They can ask what to wear or how to get ready for a big football match or a wedding, and we direct them the right way.

Additionally, we introduced immersive experiences on our app, like Stories and Creator Profiles. Customers can also use public Boards to pin items and curate their own fashion identity before they actually buy anything. A perfect example of this strategy in action is 90+, our new digital fan zone for the World Cup, which integrates daily original content, countdowns to exclusive drops and shoppable stories directly into the app.

On social platforms,  we also drive at the speed of culture, leaning heavily into trends and storytelling that engages new and existing customers. We use these trending moments to create touch points with and for the brand and connect us to the moments that people are already talking about. This continued push for brand visibility and relevance and one important way for us to enter the conversations that can elevate our brand. 

You mentioned creators. How do live streams and creators fit into this strategy?

At the end of the day, people trust people. Customers actively look to trusted creators and other customers for actual human feedback. Live streams are a fantastic way for us to feature these creators while also talking about our brands. It amplifies the message and helps us build deep, ongoing trust with our audience. To leverage this trust throughout the tournament, we have transformed our social channels by activating the newly formed “Zalando Football Squad” – a collective of 11 top-tier content creators who are showing our communities how professional sport, streetwear and fan culture are inseparably interwoven.

How do you ensure our content feels authentic and locally relevant to our communities?

Our strategic partnerships with the German Football Association (DFB) and the Royal Belgian Football Association (RBFA) are prime examples of this local authenticity. Through these deep connections, we are providing unique insider access tailored specifically to these two individual markets. For Germany, this features our exclusive 11-episode lifestyle series with the national squad – available directly on our 90+ hub on Zalando and hosted by star creators Niklas-Wilson Sommer and Sidney Friede – alongside host-city style documentaries. In Belgium, we are launching a six-episode video series on 90+ hosted by Thijs Vloebergh to capture raw player style and lifestyle insights, alongside our “Zalando Arrival Moment” page which went live earlier this week to let fans shop the players’ looks directly on our app. 

Beyond football, social media is where Gen Z and Gen Alpha jump on trends instantly. We make sure our campaigns and brand ambassadors are right there inspiring them. For example, our streetwear assortment is highlighted in a space called "The Corner". We host real-life events, feature them on social media, and help customers find their unique style. It’s also how we build amazing relationships with brands by diving into their history, like Levi’s or Carhartt, to create authentic storytelling for these hyper-local communities. It turns a simple transaction into loyalty because we are speaking with our customers instead of at them. 

We also know that 76% of our customers shop across multiple categories. We help them move seamlessly from finding a designer dress to picking new running shoes. We build credibility by connecting with communities in real life, like building run zones at the Berlin marathon or partnering with the freestyle community at the LAAX open.

As we continue to build this culture engine, we constantly ask ourselves if we are speaking with the people we are trying to reach. By blending localised, human-led storytelling with immersive new formats, we prove that shopping is about more than just products. Every time customers open the app, they find their tribe, their style, and a daily source of inspiration.