Inspiring and entertaining

We have built something unique at Zalando. We were bold in our decisions when others didn’t believe in them, we were loud when others were quiet, we democratised fashion when others were elitist. We want to be known for changing the way people engage with fashion and lifestyle. 

We want to amplify people’s passions by boosting their confidence and by making it more fun. 

We welcome our audience to interact with culture while exploring their style. Through immersive, interactive worlds of entertainment to be inspired by. We want to move beyond a strictly transactional experience with our customers, cracking content and commerce.

We see a huge potential and opportunity to deliver more inspiration, fundamentally changing how customers shop, how people live their love for fashion.

Last year we introduced Stories on Zalando as a fundamental element of our immersive world building on Zalando. Since the launch we’ve built a community space for social-led, culture-centric moments that honour brands and talents, and tell their story. We’ve created heat and relevance around your products and assortments, inspiring our audience in novel ways. In terms of new features, we’re rolling out a “Brand Halo,” creating a pathway from Stories back to brand homes and a follow button so our audience can follow brands they love directly from Stories.

Talent Profiles is a community of top-tier cultural talent curating fashion and lifestyle for their audiences within an elevated and content-led discovery and shopping environment.

Why did we build it? Customers are no longer satisfied with one line of access to the talents and brands they love and follow. They want seamless and continuous contributions across all their life touchpoints. Deeper connections thrive through interconnected webs of consumers, brands, and talents, all sharing parts of themselves to create constant sources of inspiration. We will grant our customers more access and connection to the talents and brands they love by creating a platform where talents and brands can connect directly and talents can curate content specifically for their followers. 

Zalando Live Streaming allows our audience to watch live shows on the Zalando site and in-app with an interactive chat and shoppable product display. It is a key pillar when it comes to storytelling and maximising impact with our customers. 

At the moment we’re diversifying and scaling up our existing live show formats to inform and entertain our customers by showcasing products, answering questions, giving fashion expert advice, and engaging them through entertainment segments. Programming is data-driven, weekly and local-first.

Our customers seek more inspiration, information, and advice. Particularly in beauty, over 80% of our customers appreciate additional product information and guidance online to find the right products. This initiative addresses these customer needs, resulting in increased engagement and satisfaction through regular, high-quality live content. 

For you, this means tapping into live shopping to showcase products interactively, address customer queries in real-time, and build stronger relationships with your audience.

People care about Trends. To many people, fashion is a self-expression, a way to state who they are, what they stand for, and what’s important to them.

Trends inspire people. Our customers want to stay updated and look to Zalando for inspiration. That’s where Trend Spotter comes in.

Trend Spotter highlights emerging fashion trends across six major European fashion capitals—Berlin, Paris, Milan, Antwerp, Stockholm, and Copenhagen. The discovery of emerging trends is powered by our own data from 50 million customers across 25 countries. It is updated every week.

Trend Spotter benefits not only our customers but also you, our partners. Our system provides data on trending products in all major markets where Zalando operates and identifies emerging trend buzzwords. For example, we’re working with our teams to create a map of Europe showing different approaches to streetwear.

We will support you, our brand partners in knowing exactly what the market wants, on a local-level.

We’re looking at a future in which your customers can engage with your brand and products on Zalando in novel and exciting ways – immersive, entertaining and deeply personal.