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Oct 7, 2020
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Zalando launches Brand Homes to offer brands more control and engagement

Published
Oct 7, 2020

German fashion e-tail giant Zalando has unveiled Brand Homes, “an investment in customer inspiration, allowing brands to share more authentic content, curate collections, and engage with followers”.


An example of Zalando's new Brand Homes offer from The North Face



The company, which added pre-owned to its offer last month, said Brand Homes is a key initiative “elevating the way customers engage with brands on Zalando and making it worthwhile to visit the Fashion Store even more frequently”.

The aim is increasing customer engagement and time spent on Zalando “by focusing on high-quality content curated directly by brands”. 

The launch means partner brands can curate and manage how they want to present their brand and collections on the platform.

Christoph Lütke Schelhowe, the firm’s VP Demand - Customer Acquisition & Engagement, said: “Millions of customers are already visiting Zalando daily, spending an average of 80 minutes per month on our platform. Over 80% of site visits and 70% of orders come from mobile devices, which puts us directly into our customers’ hands and pockets, playing an indispensable role in their life. We want to make it even more worthwhile to visit Zalando daily. 

“With Brand Homes, brands become much more visible, because we offer them more virtual real estate for telling their story and curating relevant content and collections. That way, partners that add high-quality content to the Zalando experience get rewarded with organic followership growth.”

Customers can now tailor their experience by following their favourite brands and the new brand curated content is not just shown on the Brand Homes page but sprinkled throughout the customer journey. 

“This will make it easier for customers to discover new brands that match their interests, and to keep track of new collections and campaigns by brands they love,” the exec added.

He also said the launch includes a content management tool that “makes it easy for brands to modify their content and curate specific collections by selecting the products they want to showcase, for example, a specific category like sneakers, a specific campaign, theme or topic like sustainability”.

The Brand Homes operations team then ensures everything works, from the image selection to the product inventory before it goes live. 

The system also enables brands to monitor the performance of their content across different countries and product groups on Zalando.

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