Europe's Zalando unveils brand positioning with autumn/winter campaign

Zalando’s new brand positioning revolves around the concept of ‘style confidence,’ aiming to provide a cohesive and inspiring shopping experience across all fashion and lifestyle categories. This refreshed approach is the result of extensive customer research, which revealed the most important factors for Zalando shoppers: high-quality clothing and brands, a sense of community, staying ahead of trends, and access to engaging, inspiring content, the company said in a press release.

Alongside the autumn-winter 2024 campaign, Zalando introduced a refreshed brand identity featuring a vibrant orange colour scheme, a modern wordmark, and a custom-designed font for improved accessibility. These visual updates are complemented by dynamic branded motion to enhance customer engagement across both online and offline platforms. Over the coming months, these changes will be gradually rolled out across all Zalando touchpoints.

The ‘What Do I Wear?’ campaign marks the first expression of Zalando’s new brand positioning, addressing a universal fashion dilemma: choosing what to wear each day. The campaign features a high-profile, diverse cast that includes actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and content creator and model Sabrina Bahsoon.

By focusing on inclusivity and the varied fashion needs of its customers, Zalando aims to simplify fashion decisions while inspiring individuals to find their style confidence. The campaign showcases a wide range of high-quality fashion and lifestyle products.

As part of its commitment to engaging customers, Zalando has introduced a new feature within its Stories platform. This feature allows users to explore Zalando’s offerings through the eyes of their favourite icons and tastemakers, providing exclusive content and curated fashion selections. Featured personalities include Linda Tol, Jordan Anderson, and Herbert Hofmann. Currently live in 11 markets, the Stories platform highlights five talents, with more to be added in the coming weeks.

The campaign is being rolled out across various channels, including online, social media, and digital out-of-home locations.

"Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives” said Anne Pascual, senior vice president design, marketing and content at Zalando.

Fibre2Fashion News Desk (DP)