As part of The Drum’s Fashion & Beauty Focus , Zalando’s marketing and content chief sets out the retailer’s stall for the next five years and beyond. The first instalment of Zalando's 'What Do I Wear' platform / Zalando YouTube Zalando wants to position itself as the largest fashion and lifestyle retailer in Europe. To achieve this, it has put a stake in the ground with a fresh positioning and a bold new campaign featuring the actor Willem Dafoe.
The Drum sat down with Anne Pascual, Zalando’s senior vice-president of design, marketing and content, at a pivotal moment in the retailer’s 15-year history. In March, Zalando underwent a major business strategy update, which resulted in brand repositioning, a redesign of its assets and packaging, improvements to its customer experience and the role out of a big-budget brand campaign. “This moment is big for Zalando,” Pascual proclaims, followed by a sigh of relief that her team’s hard work has finally seen the light of day.
Quality, lifestyle and entertainment The strategy refresh has three key pillars. The first is quality. Pascual explains that Zalando wants to “differentiate itself by its quality credentials when it comes to the assortment the brands it offers and also the customer experience.
” This has resulted in updates to its app and refinement of its brand stockists. The second is around marketing Zalando as a lifestyle retailer rather than purely for fashion. It has already begun doing this by offering .
