INTO THE LUXURY CUSTOMER EXPERIENCE AND LAUNCHES A DEDICATED MARKETING CAMPAIGN “REAL LIFE LUXURY”

Zalando, Europe’s leading fashion and lifestyle platform, reveals new initiatives in the premium category by adding new brands, renaming the category into “Designer” and launching a dedicated marketing campaign under the concept “Real life luxury”. The work sets out to offer a democratic approach for the segment as the campaign falls under the concept of “Real life Luxury” whilst showing the vast premium and luxury assortment including new entries such as Victoria Beckham, Roksanda, Mary Katrantzou, Theory, GCDS and Cult Gaia.

In order to become the Starting Point for Fashion, Zalando wants to offer its customers what they are searching for: the full range of fashion from low to high to very high. By adding new brands, Zalando makes further progress in expanding the premium category into luxury as announced in February 2020.

With its around 260 Premium and Luxury brands, Zalando’s wide assortment of styles include now and from SS21 Victoria Beckham, the voice of modern minimalism, Roksanda ambassador of modern and contemporary art pieces fashion, GCDS aka “GOD CAN’T DESTROY STREETWEAR” made in Italy emerging brand, Theory New York based contemporary fashion label, Mary Katrantzou Greek artist and master of prints among others and Cult Gaia american brand with designs inspired by nature and women.

“As announced in the beginning of this year, we are pushing premium and the expansion into advanced contemporary and luxury within this category further throughout 2020. With new brands, a new name of the category and a dedicated marketing campaign we sharpen our perception as a Designer destination towards customers and brands. We are very excited to offer our customers now a new online experience and to offer brands a suitable environment to present themselves to their standards,” says Lena-Sophie Roeper, Buying Director Premium & Luxury, Zalando.

In this context, Zalando will rename the premium category into Designer on the 30th of August. The decision goes along with the aim for Zalando to become the Starting Point for Fashion as the name "Designer" is more inclusive and is the name most commonly used to describe the range of products Zalando wants to offer customers. The name will be used in all 17 Zalando markets, except in France, where the category will be called Espace Créeateurs.

In addition to the increased customer experience on the website, Zalando is launching a major marketing initiative to introduce the assortment including new brand launches to existing customers and also demonstrate new customers Zalando is the best fashion destination for mix & match. The marketing campaign will be launched under the concept "Real Life Luxury" on the 30th of August and is directed and photographed by UK based AD Felix Cooper.

The concept aims at understanding what is the true definition of luxury after all people have gone through: luxury can mean different things to different people. It can mean escaping into nature, spending time with the family, following shared dreams together with friends, but it can also be the freedom to express one's own individuality. True luxury can be defined as real life experiences with real people. This is real life luxury.

To bring this vision to life, not models, but real people were cast by the director in the streets of Monnickendam, The Netherlands, to tell what real life luxury is to them.

In a documentary-style approach Felix accompanied among others a group of Bird-watchers, a couple of young creatives, a family with Burundian roots and a music band in their daily lives for a couple of days, visited the places that mean something to them and listened to their intimate and personal stories about how they see fashion as a form of expression, escapism and a way to elevate their everyday lives by breaking conventions and driving self confidence.

“It was a joy to shoot the talents for this campaign. Spending time with each person, getting to know them, and watching their relationships with each other was beautiful. I loved to see how each person conveyed their connection to how they present themselves, and how fashion makes them feel.” says Felix.

With the campaign Zalando taps into the potential of real people and gives them a platform to tell their stories underlining the inclusive approach towards luxury, making it accessible to many target groups.

The campaign will go live on the 30th of August and it will be shown on digital with a short fashion film centerpiece of the campaign and further translated into print advertising, out of home and Zalando-owned channels. A celebration of real life luxury will also be seen on Zalando’s Designer website and social media exclusive content pieces available on Instagram @zalando and TikTok.