Zalando Further Invests Into Luxury Customer Experience

• Zalando adds new high-end brands such as Roksanda and Marchesa, and expands Victoria Beckham and Moschino assortment

• Renames the category “Designer” to better reflect the large range of high-end products on Zalando

• Launches “Real life luxury” marketing campaign on multiple channels across Europe

BERLIN, AUGUST 30, 2020 // Zalando, Europe’s leading online platform for fashion and lifestyle, reveals new initiatives to enhance the luxury customer experience on its way to becoming the Starting Point for Fashion. Zalando wants to deepen its customer relationships by adding new high-end brands, such as Roksanda and Marchesa, and expand lines from Victoria Beckham and Moschino. The premium assortment is currently home to 260 brands. Furthermore, the company is renaming the “Premium” category “Designer” as it is more reflective of the range of products. The company will launch a dedicated marketing campaign with the concept “Real life luxury.” This is part of Zalando’s strategy to continue investing into doubling the premium and luxury assortment and tripling the gross merchandise volume (GMV) from the category by 2023. 

“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. We are excited to offer our customers a new online experience and to offer brands a suitable environment where they can present themselves to their standards. It has also been a particular pleasure to receive positive feedback from some of the brands that are now expanding their assortment on our platform,” says Lena-Sophie Roeper, Buying Director Premium & Luxury, Zalando.

Next to offering customers new brands within this category, Zalando keeps investing into the luxury customer experience. Today, the category stands out on the platform with exclusively produced content and campaigns created by a dedicated team, including an art director and photographers, who ensure that advanced contemporary and luxury brands are presented in a similar way to their own brand websites.

In addition to the enhanced luxury customer experience on the platform, Zalando launches a new marketing campaign, “Real life luxury,” to 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. Luxury can mean different things to different people: escaping into nature, spending time with family and friends or the freedom to express one's own individuality. In the visuals, the subjects visit places that mean something to them and tell their intimate and personal stories about how they see fashion as a form of self-expression, escapism and a way to elevate their everyday lives by breaking conventions and promoting self-confidence.

The campaign launches on August 30 and will be shown on digital channels, in print advertising, in out of home advertising and on Zalando’s own channels. A celebration of “real life luxury” will also be held on Zalando’s new Designer section and exclusive social media content pieces will be available on Instagram and TikTok.