Zalando article naming guidelines
This article will explain Zalando article naming guidelines
Your article name can be an important addition to presenting and defining your assortment. A well-named article can help customers to easily find your articles through the search function, thereby increasing accessibility.
To ensure a consistent shopping experience and to avoid redundant and repetitive information, please follow the guidelines explained below carefully.
Naming principles
Character limit: Your article name must not exceed 101 characters. Adhering to this limit is crucial for maintaining clarity and consistency across our platform.
Compliance: Zalando reserves the right to remove any article names that do not comply with the guidelines listed below.
General naming structure
To effectively apply Zalando's naming guidelines, it's crucial to understand the overall structure and components of the article name.
The article name will always be displayed together with the article tag (equal article category) on the Product Display Page (PDP).
Here's how the article naming information will appear on the product detail page (PDP):
Not allowed terms
This section provides an overview of terms and information that are not allowed in the article name.
Not allowed in article name | Examples/Clarification |
|---|---|
Inappropriate terms | Terms of sexual, violent, or radical political nature |
Brand names |
Brand: Barbour Name: Barbour Maya Tee |
Article category/ article tag (includes keywords) |
Don’t include the article category otherwise, it will double the tag. Article category/ tag: Print T-shirt Name: Maya T-shirt |
Contradictions | ‘Waterproof’ when an article is water-repellent ‘Long sleeve’ for a short sleeve shirt |
Materials and fabrics (regardless of the language) | Cashmere, canvas, leather, stretch. etc Precious metals (gold, silver, platinum, palladium etc.) Carat (ct.) information |
Information on gender | Ladies, women, men, girls, boys (or Frauen, Damen, Herren, Jungen, Mädchen) |
Colours (regardless of the language) | Yellow, green, blue etc. Precious metals (gold, silver, platinum, palladium etc.) |
Article ID, SKU, EAN | e.g. K136TA, 5062493759254, HW254H011-B11 |
Product description | ‘Model racing car for kids with AR-app’ |
Sustainable adjectives | Organic, Organic cotton, Vegan, Natural, Clean, Circular, Conscious, Eco-Friendly, Eco, Green, Recycled, Ocean Friendly, Less Waste, Responsible, Ethical, Eco, Environmental, Earth Friendly, Sustainable, Sustainability, Kind, Kind to Animals, Cruelty Free, Bio, Biodegradable |
Hashtags | #SoftSkin |
Allowed terms
This section outlines terms and information that are allowed to be used in the article name to enhance discoverability.
Allowed in article name | Examples/ Clarification |
|---|---|
Fit | Slim Fit, Regular Fit, etc. |
Collections | Name of a collection, e.g. Adizero |
Numbers | Ghost 14, Revolution 5, etc. |
Sport types | Willy Yoga, Cycling Bob, etc. |
Sleeve length | ½ sleeves, Langarm, etc. |
Unisex | The word ‘unisex’ is only allowed for unisex articles. |
Sets/ Packs | If you have a set, a pack or a 2-in-1 article, this information needs to be in the name. E.g. Anna 2 Pack, Quentin 2-in-1, Jo Set |
Hyphens | Longsleeve all-over, etc. |
Licensed characters
How to describe licensed characters
The article name should start with the brand property i.e. Disney, Star Wars, Marvel, Frozen, and include the character name i.e. Mickey Mouse, Ariel, Bambi.
Best practice examples:
Disney The Little Mermaid
Disney Mickey Mouse
Star Wars Darth Vader
Disney Frozen Elsa
DC Comics Batman
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