Zalando: a campaign for the arrival of Topshop

By

Matthieu Guinebault

Published
Apr 27, 2015

To mark the arrival of Topshop on its brand roster, the German marketplace has created a dedicated campaign featuring the brand's British ambassador, Cara Delevingne.
 

In the ad, the British supermodel announces the arrival of Topshop on Zalando, stumbling over the pronunciation of the name of the city, which differs according to the country. The result is a comic effect reproduced every time in the different versions of the ad.
 
The campaign takes on the decor and musical identity of the "Are your ready?" campaign launched in March and which marked, as noted FashionMag.com, a significant change in tone compared to previous advertising lines, with an approach that is now more "fashion" than it is "shopping".

The German online retail giant generated revenue of between 635 and 648 million euros in the first quarter of the year. Or, an increase of 27 to 29% compared to the same period a year prior. "The best first quarter in our history," according to management.