Retail in Asia

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Zalando to focus on luxury


Zalando, Europe’s leading online platform for fashion and lifestyle, revealed new initiatives to enhance the luxury customer experience.

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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,” said 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.

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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.