Back to school, work or college moments on Zalando

Summer is here and everyone's enjoying a nice relaxing time, ideally on the beach, to recharge their batteries before returning to the daily routine. Summer allows us a  bit of downtime and gets our minds out of the office but it can also mean it's a great time to start thinking about new outfits when returning to school, college, or the office. And we couldn't think of a more perfect time for our ‘Back to’ moments campaign! So, for 9 weeks, we'll be highlighting our top-performing Back to School, Back to College, and Back to Work categories as customers across Europe return to their daily routines. 

Our ambition this year is to create a marketable moment around this post-holiday consumer sentiment. The aim of the ‘Back to’ moments campaign is to give our customers' wardrobes a fabulous makeover and provide them with an exceptional shopping experience, tailored to all their needs during this time. 

Back to School - with a focus on kids and supported by a dedicated in-store hub. Back to School is a big consumer moment and the second biggest spending period for parents after the holidays. This spending trend is not limited to school supplies, but also extends to fashion and physical activity for children. We will also highlight Back to Work - featured in the Essentials and Occasions hubs, as well as Back to College - featured on the home page.

• After the summer holidays in Europe, around 193 million customers return to work and around 18 million customers return to school and look for new outfits for the office or school. This is the right time to convert potential customers into buyers, ensure high product visibility, and improve sales performance. 

• ‘Back to’ moments will run for 9 weeks in 24 countries. For the latest information on sales dates by country and category group, please bookmark this article and check back as we update it regularly. 

• During this period,  the average traffic is five times higher in the relevant assortment areas compared to the rest of the assortment. To prepare for the significant increase in demand during the ‘Back to’ moments season, we recommend that you start stocking additional assortments and update your Brand Homes with new content as early as possible. Ensuring that you have sufficient stock available from the end of July will allow you to seize all sales opportunities.

• Customers all over Europe are seeking fashionable and functional articles across different price points. To learn more about Back to School and how you can take advantage of this key moment, you can (re)watch our webinar here.

• Pay special attention to our highest-performing categories:

Here is a detailed overview of sale dates per market:

• Back to School is one of the largest spending events of the year for parents. GMV usually doubles compared to the timeframephase before the event. It’s a pivotal shopping moment in the Kids category, serving as a significant driver for full price sales. Excite customers with your brand and your latest Kids styles and plan your marketing campaigns accordingly. 

• To find out which opportunities are best suited for you, please get in touch with your ZMS Partner Consultant. If you do not know your partner consultant, you can sign up here to get started with ZMS or directly run a campaign with the ZMS Ad Manager on zDirect.