Zalando has a opened a new environment for designer brands in its webshop and app. The new platform should “feel like a luxury department store”.
Boutique
The designer environment should feel like a luxury department store and provide a boutique-style shopping experience for designer brands, Zalando’s General Manager Nordics & Benelux Fabio Baum told RetailDetail in an interview. “We can see that customers are increasingly looking for inspiration, personalisation and engaging new experiences. They are also continuously more interested in designer brands on Zalando, with luxury brand searches on Zalando steadily growing”, Director of Designer & Luxury Lena-Sophie Roeper elaborates.
Zalando has also attracted British-Japanese musician and actress Rina Sawayama for a year-long partnership: she will become ambassador of its designer and luxury offering. Last year, the company already introduced ‘Stories at Zalando’, a visual tool that highlights trends in fashion and culture and exclusive collaborations.
