Zalando is doubling down on its designer offer after introducing 50 new advanced contemporary and luxury brands to its platform, such as Missoni, Christopher Kane, 032C and Mansur Gavriel.
The global e-commerce giant has also partnered with leading international designer platform Not Just A Label (NJAL) to bring several emerging brands from diverse backgrounds to the Zalando Designer category.
Founded in 2008, NJAL provides designers a platform to connect with a global audience and encourages designers to produce fashion that is more sustainable and supportive of local communities and artisanal craftsmanship.
To support the initiative the etailer has launched a dedicated marketing campaign, "Luxury on Your Terms". Starring actor Lachlan Watson, the campaign is an interactive digital film experience that merges the world of TikTok with an interactive and shoppable series called “The Life of Liberty”.
The social-first digital film is supported by an integrated campaign including Out of Home, Digital Out of Home, personalised marketing, PR and owned social media channels.
Zalando, which has more than 45 million customers throughout Europe, says it is well placed to capitalise on the grown Gen Z and Millennial luxury customer base.
Zalando Buying Director Designer, Anaheta Metghalchi, explained: “By 2025 it is expected that Gen Z and Millennials will conduct the majority of luxury purchases. We are uniquely positioned to provide our customers - among them a high share of Gen Z and Millennials - with an incredible cross-category offering in an online environment.
"We are doubling down on the Designer category by elevating the brand mix, assortment and the dedicated onsite experience. Together with our partners, we want to focus on growing our more sustainable and more diverse and inclusive designer and luxury assortment to contribute to positive change for our customers and the industry.”