Zalando expands luxury goods category to capture fashion market

As the largest local e-commerce platform in Germany, Zalando focuses on the fashion market including clothing, shoes, accessories, etc. With the expansion of luxury goods categories, Zalando hopes to shape itself into a "reliable, fresh and inclusive partner for luxury and designer brands."

So far this year, Zalando has established partnerships with more than 50 new luxury brands, including Missoni, Christopher Kane, 032C and Mansur Gavriel.

In addition to these new luxury brands, Zalando has also partnered with the international designer platform NJAL ( Not Just A Labe). With the help of the NJAL platform, designers have more opportunities to showcase their works to global consumers , and in the future , emerging brands from different backgrounds will be brought to Zalando Designer.

Zalando’s purchasing director, designer, said: “Gen Z and millennials are expected to become the main consumer groups of luxury goods by 2025, and we are uniquely positioned to provide them with a variety of cross-category products through our online platform. At the same time, we will continue to enhance our brand portfolio, classification and dedicated on-site experience, double down on designer categories, and make positive changes for our customers and the industry.”

Some time ago, Zalando also launched a new personalized Zalando Designer experience to inspire customers and help them discover luxury goods categories, similar to the windows of a luxury department store, including customized "Designer Brand Houses" where brands can showcase the stories behind their designs and showcase seasonal discussions with selected collections.

In addition to partnering with luxury brands, Zalando has also launched a marketing campaign called "Luxury on Your Terms": an interactive video series starring American actor Lachlan Watson, which consumers can buy on Zalando.

Zalando and Sephora's online beauty Prestige Beauty will also be launched in 2022. Zalando is constantly developing the fashion category of the platform. Zalando has also continued to expand its European market during the epidemic, attracting many new users. The number of active users has reached 44.5 million, a year-on-year increase of 30%. It is also a presence that cannot be ignored in the European fashion market.

For sellers in the European market who want to expand their business in a multi-faceted manner, Zalando is a platform they can consider.

Zalando

Europe

Fashion