German E-commerce Giant Zalando Focuses on Luxury

Berlin, Germany based e-commerce company Zalando SE is known to follow a platform approach where they offer both fashion and lifestyle products to customers, their business network is spread across about 17 European markets. The company was founded in 2008 with Sweden-based Kinnevik being their largest stakeholder with 26% fully paid-up share.

Till date Zalando SE mostly dealt with ‘premium class’ fashion brands, but they are now set to be rebranded as 'Designer' and set to offer a wide range of new luxury brands in their platform. They are expecting that their new move towards ‘luxury’ will triple their sales volume.

With an end goal to twofold its new luxury assortment  in size of offer, and reach their zenith by 2023, the retailer intends to include brands, for example, Roksanda, one of the most conspicuous extravagance style brands in London and Marchesa, an American luxury brand specializing in ladies' wear to its new luxury portion 'Designer'.

The fashion e-retail organization conceived the need for name change to 'Designer' as they feel that this name is a superior impression of its high-end quality product offerings.

Zalando has also announced their new innovative marketing campaign on several channels across Europe and they have named the concept as ‘Real life luxury’. Famous UK-based art director Felix Cooper has been appointed as the concept director of the campaign that is set to be shot in the streets of Monnickendam in Holland, with real people in the backdrop who will be sharing what do they perceive the concept of real life luxury.

Zalando is to host a celebration for their new development through social media content on TikTok and Instagram.