From search to discovery: the 2026 shift in fashion marketing

Our vision for the year ahead is centred on delivering quality and engagement at every touchpoint. Here is what brands can expect from Zalando in the coming year:

• A new era of discovery: the app experience is evolving into an AI-driven, personalised environment that mirrors the engaging feel of social platforms.

• The "Culture Engine" approach: we are building a creative framework designed to help brands move at the speed of current trends. It allows us to identify emerging shifts early and rapidly produce content that keeps your brand at the centre of the cultural conversation.

• Lifestyle expansion: we are moving closer to cultural conversations and mainstream entertainment to meet customers in the moments that matter most.

• A publisher mindset: marketing is shifting from standard ad placements to a fluid content flow where every touchpoint is designed to be entertainment in its own right.

To support this vision, the Zalando platform is evolving and ZMS is developing innovative retail media solutions to ensure campaigns don't just reach an audience, but actually resonate with their values:

• The AI-driven feed: we are shifting the app experience to offer effortless, personalised discovery. This moves the needle from capturing existing intent to actively creating it.

• Immersive ad environments: new formats like the Splash Screen App Takeover will provide a full-screen video experience for premium reach and 100% share of voice.

• Continuous engagement: features like Brand Profiles and Branded Boards will allow brands to authentically represent their identity and build a content-rich social commerce ecosystem.

• Cultural relevance as currency: shifting from generic placements to data-driven, co-created content. We leverage creative campaigns, synergies with "offline magic" of 300+ joint events for authentic content, as well as generative AI for elevating content to ensure campaigns resonate with customer values.

The next generation of marketing tools is being designed to help brands steer toward healthy, sustainable growth. We recognise that high revenue is not the only factor for a healthy bottom line. At ZMS, we’re unlocking objective-based KPIs, allowing for optimisation that prioritises profitability and high-margin engagement over pure traffic volume.

Furthermore, advanced customer intelligence by our Customer Journey Compass now provides deep insights into demographic and behavioural trends. This allows brands to identify their biggest untapped opportunities and connect with relevant audiences with high precision.

Industry data continues to show that a holistic, full-funnel approach generates significantly higher impact than focusing on short-term performance alone. By connecting emotionally with customers early in the journey, brands can build the awareness and consideration necessary for long-term loyalty. 

Recent research conducted by Zalando Partner Marketing Services validates this, showing that partners running full-funnel campaigns are 10 percentage points more satisfied with their outcomes. This strategy drives more than just sentiment; 81% of full-funnel marketers reported a significant, positive impact on sales and engagement lifts, a 19 percentage point lead over those relying on performance formats alone.

A standout example of this "brand heat" in action is the New Balance "The Nod" campaign. By combining high-impact digital storytelling with immersive social formats and real-world events, New Balance successfully transitioned its heritage into new lifestyle segments.

• Traffic: Generated 33% more traffic than standard benchmarks.

• Sales: Results were 2.8x higher than typical campaign performance.

• Acquisition: 60% of engaged customers were completely new to the brand.

Success in the coming year requires a 360-degree mindset that aligns with the global commercial calendar. This includes emotional hooks like Valentine’s Day and Mother’s/Father’s Day, alongside seasonal demand for Occasion Wear, Festivals and the transition of Back to School in September.

There is also a significant emphasis on the year of sport, leveraging scaled momentum through the Football World Cup, Outdoor categories and Marathon season. From Q1 starts to the peak engagement of the Holiday season in Q4, the goal is to drive urgency through meaningful consideration.

The most powerful marketing today connects a customer's need with a product truth through entertainment. By leveraging data and creative innovation, brands can turn every touchpoint into a strategic asset that resonates with the culture and values of the modern customer.

Ready to define your 2026 strategy? Reach out to us using this form to request support from our team.