Zalando adds to luxe offer, renames Premium category Designer

By

Sandra Halliday

Published
Sep 1, 2020

More and more broadly-based online fashion retailers are working to boost their luxury operations and Zalando is the latest with the German company adding new high-end brands, such as Roksanda and Marchesa, and expanding its Victoria Beckham and Moschino assortment.

It has also renamed the category Designer “to better reflect the large range of high-end products on Zalando,” it explained.

The move comes with the launch of a Real life luxury marketing campaign on multiple channels across Europe.

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The company said it “wants to deepen its customer relationships” via the new and expanded luxe brands offer.

It clearly also wants to stake out a territory in luxury and the renaming of its Premium assortment as Designer is a strong signal of this. The upscale offer currently includes 260 brands, which means it’s already a major player in high-end fashion.

The latest expansion is all part of its 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 expansion into advanced contemporary and luxury within this category throughout 2020,” Lena-Sophie Roeper, Buying Director Premium & Luxury at the company, said. “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.”

The business is supporting its luxury ambitions with investment in the customer experience. The category currently has exclusively produced content and campaigns created by a dedicated team, “who ensure that advanced contemporary and luxury brands are presented in a similar way to their own brand websites”.

The new marketing campaign that launched on Sunday wants to communicate all this but also to position the category “as more accessible to a broader group of customers while presenting the vast assortment”. 

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”.

In the visuals, “the subjects visit places that mean something to them and tell their intimate and personal stories about how they see fashion as a form of self-expression, escapism and a way to elevate their everyday lives by breaking conventions and promoting self-confidence”.