🎨 Vibrant New Brand Identity
Zalando has introduced a refreshed brand identity, unveiled on September 9, 2024. The updated look includes a vibrant orange color, a sleek new wordmark, and a custom font designed for better accessibility. The company aims to create a seamless experience for customers through these visual changes, which will be rolled out gradually across its platform. Anne Pascual, Zalando's Senior Vice President of Design, explained, "This brand evolution is about style and confidence, and how our customers engage with fashion and lifestyle."
👗 Fall/Winter 2024 Campaign
Zalando's Fall/Winter 2024 campaign, titled "What should I wear?" features a diverse cast of stars, including Willem Dafoe, Brigitte Nielsen, and Luka Sabbat. The campaign is centered around the universal question of daily outfit choices. Through this, Zalando aims to empower customers to find their personal style by offering a curated selection of quality products. Inclusivity and fashion accessibility are core themes.
📲 New Stories Feature
As part of its new brand strategy, Zalando launched a Stories feature, allowing customers to explore fashion through the perspectives of influencers and icons. Currently available in eleven markets, this feature offers exclusive content from fashion personalities like Linda Tol and Jordan Anderson. More influencers will join the platform in the coming weeks, further enriching the shopping experience.
🛍️ Shaping the Future of Fashion E-Commerce
Zalando's ultimate goal is to become a leading pan-European fashion ecosystem. The new positioning highlights its focus on quality, lifestyle, and inspiration. Zalando’s research shows customers value a sense of belonging, trend insight, and high-quality brands. With these changes, Zalando aims to build deeper relationships with its customers, reinforcing its role as a key player in European fashion e-commerce.
Will Zalando's new brand strategy boost its e-commerce dominance?
