Zalando, an online platform for fashion and lifestyle, based in Germany, has revealed a new initiative to improve the customer experience with the addition of new high-end fashion brands like Roksanda and Marchesa and expanding lines from Victoria Beckham and Moschino.
The company also plans to rename its ‘Premium’ category to ‘Designer’ since it better represents the range of products. It will also launch a dedicated marketing campaign with concept ‘Real life luxury’.
The new initiatives are steps to continue investing to double the premium and luxury assortment and triple the gross merchandise volume (GMV) from the category by 2023.
The company in February made an announcement of 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,” said Lena-Sophie Roeper, buying director, premium & luxury, Zalando.
The marketing campaign ‘Real life luxury’, directed and photographed by UK-based art director Felix Cooper, represents real people expressing their views on what real life luxury means to them in streets of the small town of Monnickendam in the Netherlands.
The campaign was launched on 30 August and is being shown on digital channels, print advertising, in out-of-home advertising and on Zalando’s own channels.
