As part of its new expansion strategy, Zalando has launched its new brand positioning and identity with the Autumn/Winter 2024 campaign ‘What Do I Wear?’.
The shop is now implementing a revised strategy to create a pan-European fashion and lifestyle e-commerce ecosystem centred on its two primary growth vectors: business-to-consumer (B2C) and business-to-business (B2B). This new brand strategy is a step closer to Zalando’s ambition of being “a leading European ecosystem for fashion and lifestyle e-commerce”.
Zalando’s new identity is built around the concept of style confidence. The strategy is built on thorough research that identifies what Zalando’s customers value most: high-quality apparel and brands, a sense of community, staying ahead of trends, and access to inspiring content.
Visually, the new logo features a brilliant orange colour scheme, a modern wordmark, and a custom-designed font for improved accessibility. The new graphic components will be gradually rolled out across all Zalando platforms in the following months.
Anne Pascual, Senior Vice President of Design, Marketing and Content at Zalando, said, “The changes we present today go beyond a mere visual update. Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives.”
This is one of Zalando’s latest initiatives to grow the brand, which is paying off. Last month, the retailer revealed it had delivered continued growth and improved profitability in the second quarter, with revenues up 3.4 per cent to £ 2.2 billion (€ 2.6 billion) compared to the prior-year period.
