Expanding into lifestyle
Covering more areas of our customers lives
Elevated lifestyle offering
We are expanding what we are offering on Zalando to cover more areas of your customers lives, and to further strengthen our multi-proposition approach. We do this in an elevated way, evolving our existing propositions and carving out new ones.
We’re expanding into lifestyle in order to meet specific customer needs
Over the last year, we’ve carried out various consumer research to better understand our customers' needs, for example across Designer, Beauty and Sports. What we can see is a common pattern within our customer-base, they want to find everything in one place.
One customer quote from our recent Sports research showed us exactly that: “I don’t have a set routine, sometimes I’m socialising, sometimes it’s exercise, I want the clothes I wear to move with me and be able to flex between the two, I don’t want to have to choose”. This is what we see across our propositions at Zalando and this is why we’re confident that multi-proposition works. 82% of returning customers shop multi-brand and 76% shop across multiple propositions.
Customers also need a frictionless shopping experience and inspiring stories and experiences. 70% of Gen Z make purchase decisions while seeking inspiration. Today, customers’ needs are met through an ecosystem of lifestyle apps: As of 2024, people in Europe spend an average of around 3 to 4 hours per day using apps on their smartphones. And on average, Europe sees over 10 million app installs per day across various platforms like Google Play and the Apple App Store. That’s why we’re driving deeper relationships with our customers, around 50 million of them, and doubling down on expanding into lifestyle areas.
How we’re building out our propositions
Designer and beauty as great examples of how we are currently engaged in “world building” for our customers.
When it comes to Designer, we launched a Tailored Designer Experience already last year, as well as our Editor’s Picks, and Product Spotlight, and we’ve onboarded many new designer brands.
For Beauty, there’s been a revamp of Beauty Home space, adding new inspirational content: ‘Hot on Social’, ‘K-Beauty’, ‘New Arrivals' section, ’Hot Beauty Drops’ and the ‘Shop by beauty needs,’ as well as creator led live streaming, and we’ve onboarded many new designer brands.
For 85% of our customers, sports are an indispensable part of their lives, so for Sports, we’re building new dedicated experiences too. Our opportunity is to reimagine the way consumers interact with sports and sports culture by creating a shopping destination that is rooted in inspiring people to live an active lifestyle. Starting with our Summer of Sports campaign, we engaged customers and encouraged them to be the best version of themselves, along with our campaign claim: “Your best is yet to come.” In terms of assortment expansion, this year we’ve launched Sports brands such as On Running.
What’s next?
Our Kids & Family proposition is to become the next exciting candidate to build a world for entire families and a customer that grows with us. We accompany our customers throughout all the significant milestones in their life, always offering the best experience. Watch this space!
