One Year “Drama Free” - Zalando Celebrates Pre-owned Anniversary With Dedicated Marketing Campaign

Different persons in three pictures
  • Zalando’s pre-owned category has grown tenfold since its launch in 2020
  • Dedicated marketing campaign “Drama Free” highlights best-in-class convenience of Pre-owned at Zalando
  • Offline events in many German cities until March 2022 create real-life Pre-owned experience for customers 

BERLIN, SEPTEMBER 14TH, 2021 // Zalando, Europe’s leading online platform for fashion and lifestyle, today celebrates the first anniversary of its Pre-owned category. Launched in September 2020, Zalando has since grown the category tenfold from 20.000 items to now over 200.000 choices in its Fashion Store and made the assortment available in 13 of its 23 European markets. To celebrate the anniversary, Zalando launches its dedicated marketing campaign “Drama Free”, highlighting the exceptional level of convenience the offer comes with. 

“Pre-owned plays a key role on our way to be the Starting Point for Fashion”, says Torben Hansen, VP Recommerce at Zalando.” Over the past year, we have received very positive feedback for our Pre-owned category - customers appreciate the fast delivery, the high comfort in payment methods and returns, as well as our plastic-free packaging. This is why we put our convenience proposition in the center of our new Pre-owned campaign. ‘Drama Free’ represents what our Pre-owned experience is all about - connecting the fun of fashion shopping, freshness and self-expression with more sustainable fashion consumption and unmatched convenience.” 

A smiling man in front of windows

The ‘Drama Free’ marketing initiative includes a 360° campaign with PR, Influencer, and Social Media and as a TV campaign in 12 markets. It shows typical struggles experienced when shopping for pre-owned fashion and highlights how Zalando’s pre-owned category offers a simpler and more reliable experience. Fast and free delivery and returns, coupled with different payment methods, quality-assured items and a smooth digital experience, all contribute to an elevated pre-owned fashion experience combined with unmatched convenience.


As part of the campaign, actor Omar Rudberg, actress and singer, Julia Wieniawa, actor and LGBTQA+ activist, Lola Rodriguez, and Italian actor, Pietro Turano are contributing to the pre-owned assortment on Zalando by trading in outfits of their own. Their collection will be available in the Zalando Fashion Store from 27th September onwards, links will be shared via Zalando’s social media channels.


Furthermore, Zalando is hosting a series of offline events to create a real-life Pre-owned customer experience. Between September 2021 and March 2022 events in many German cities will give customers the possibility to browse and buy a curated range of pre-owned items in real life. All events will be held in line with local Covid-19 regulations. The next event will take place in Essen on September 17th, followed by Stuttgart, Dortmund and Karlsruhe on September 18th.  

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About Zalando

Zalando is Europe’s leading online platform for fashion and lifestyle. Founded in Berlin in 2008, we bring head-to-toe fashion to more than 46 million active customers in 23 markets, offering clothing, footwear, accessories, and beauty. The assortment of international brands ranges from world famous names to local labels. Our platform is a one-stop fashion destination for inspiration, innovation, and interaction. As Europe’s most fashionable tech company, we work hard to find digital solutions for every aspect of the fashion journey: for our customers, partners and every valuable player in the Zalando story. Our vision is to be the Starting Point for Fashion and a sustainable platform with a net-positive impact for people and the planet.

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