Zalando sharpens focus on luxury and adds designers

Real Life Luxury by Zalando

Online giant, Zalando has announced a number of new developments to further boost its luxury offering.

Zalando has added new luxury designers to the category’s line-up, including Roksanda and Marchesa, and will also expand its Victoria Beckham and Moschino collections

It is also changing the name of its “premium” category to “designer”, to “better reflect the large range of high-end products on Zalando.”

The move follows the launch of a “Real life luxury” marketing campaign on multiple channels across Europe.

The campaign was directed and photographed by UK-based art director Felix Cooper and features “real people sharing what real life luxury means to them in the streets of the small town of Monnickendam in the Netherlands”.

Zalando will also be holding “a celebration” of “real life luxury” on its newly titled designer section and through exclusive social media content on Instagram and TikTok.

Zalando buying director premium Lena-Sophie Roeper said: “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.”

In February, the online giant announced that over the next four years, it will aims to roughly triple its Premium and Luxury GMV with an annual growth rate of about 30%. The global giant’s venture into luxury and premium fashion is based on the strong demand driven by Generation Z and Millennial consumers who tend to shop high-to-low outfit mixes with luxury items.