BERLIN, APRIL 14, 2016 // Online fashion destination Zalando is the premier partner of IVY PARK and launches the brand online across Europe with an exclusive campaign including a digital hub and #MYPARK influencer activation from April 14, 2016.
Image credits: IVY PARK
In support of the new activewear brand for women, Zalando releases an exclusive TV campaign with a full circle digital roll out in addition to Print and OOH placements. The campaign features Beyoncé and her dancers wearing IVY PARK in an urban park setting. The park embodies a place where you feel physically strong and is at the heart of the campaign. For each Zalando country a local adaption is made to reference their country: United Kingdom, Where is your park?
Besides the TV campaign, Zalando created a dedicated digital hub and activation #MYPARK for activewear lovers to share their park. As true beauty lies in who we are, through the hashtag activation Zalando invites consumers to share a place where they feel most confident and strong. On the hub people can find out all about IVY PARK and their favourite product. For every local market, Zalando teamed up with local influencers, who will be sharing their #MYPARK on the hub and own channels.
“We are extremely excited to launch this campaign and inspire our customers on our digital platforms.Together with IVY PARK, Zalando makes this new activewear brand available to everyone across Europe. The collection for both on and off the field embodies the vision of empowerment, strength and wellbeing for all women, wherever they are,” says Carsten Hendrich, VP Brand Marketing Zalando.
The #MYPARK campaign follows in the footsteps of TOPSHOP @ Zalando Wherever You Are (SS15) featuring Cara Delevingne. The joint venture, partnership and stand-alone brand IVY PARK by Beyoncé and Sir Philip Green fits effortlessly with Zalando’s seasonal campaign Fashion X Sport for Spring/Summer 2016. For further information please visit ivypark.zalando.co.uk.
Zalando (https://corporate.zalando.com) is Europe’s leading online fashion platform for women, men and children. We offer our customers a one-stop, convenient shopping experience with an extensive selection of fashion articles including shoes, apparel and accessories, with free delivery and returns. Our assortment of over 1,500 international brands ranges from popular global brands, fast fashion and local brands, and is complemented by our private label products. Our localized offering addresses the distinct preferences of our customers in each of the 15 European markets we serve: Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, the Netherlands, Norway, Spain, Sweden, Switzerland, Poland and the United Kingdom. Our logistics network with three centrally located fulfillment centers in Germany allows us to efficiently serve our customers throughout Europe. We believe that our integration of fashion, operations and online technology give us the capability to deliver a compelling value proposition to both our customers and fashion brand partners. Zalando’s shops attract over 135 million visits per month. In the fourth quarter of 2015, around 60 per cent of traffic came from mobile devices, resulting in close to 17.9 million active customers by the end of the quarter.
ABOUT IVY PARK
In October 2015 Beyoncé and Sir Philip Green announced a new partnership – an activewear brand named IVY PARK launching in spring 2016. The joint venture is equally owned by TOPSHOP and Parkwood Athletic, with Sir Philip Green and Beyoncé assuming the roles of business owners and co-founders. The partnership is designed and managed by a newly created stand-alone team based in London. IVY PARK will look to establish itself as a global market leader in the fast growing activewear sector.
Jolanda Smit / Global Head of Brand Communications & PR
+49 176 12759223