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Zalando Doubles Down on Designer Proposition to Delight Customers

August 30, 2021
Fashion
Fashion models taking a selfie
  • Zalando Designer welcomes more than 50 advanced contemporary and luxury brands such as Missoni, Christopher Kane, 032C and Mansur Gavriel
  • Zalando to partner with the designer platform Not Just A Label to offer customers a diverse assortment from emerging designer brands
  • Dedicated marketing campaign ‘Luxury on Your Terms’ championing self-expression and individuality is live in several Zalando markets, featuring star talent Lachlan Watson, Coco Capitán and Ib Kamara

BERLIN, AUGUST 30, 2021 // 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.

Fashion model lounging on a sofa
Fashion model lounging on a sofa

Zalando Designer Autumn Winter Campaign

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.

A Life of Liberty | Luxury on Your Terms | zalandoDESIGNER2021

A Life of Liberty | Luxury on Your Terms | zalandoDESIGNER2021

Portrait of Anaheta Berenberg

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.

About Zalando Designer

Zalando Designer has evolved into a distinct proposition dedicated to luxury shopping and featuring elevated experience throughout the entire customer journey. Zalando Designer is a destination for luxury fashion inspiration where consumers can discover and shop both established and emerging brands that share their values. Zalando Designer is home to brands including Victoria Beckham and Alberta Ferretti and has recently launched new advanced contemporary and luxury brands including Christopher Kane, 032C and Mansur Gavriel. Zalando Designer’s aspiration is to be the platform of choice for both customers and brands that advance sustainability, diversity and inclusion.

Zalando SE Boiler Plate EN

About Zalando

Founded in Berlin in 2008, Zalando is building the leading pan-European ecosystem for fashion and lifestyle e-commerce around two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, we offer an inspiring and quality multi-brand shopping experience for fashion and lifestyle products to about 50 million active customers in 25 markets. In B2B, we are using our logistic infrastructure, software and service capabilities to help brands and retailers run and scale their entire e-commerce business, on or off Zalando. As an ecosystem, Zalando aims to enable positive change for the fashion and lifestyle industry.