Designer Brand Homes
Elevate your luxury brand experience by showcasing your brand and articles in an exclusive space.
Discover Designer Brand Homes, an exclusive space for showcasing your brand and products at centre stage. Curate your story, collections, campaigns, and collaborations using our dynamic library of elements.
In this article you will learn how Designer Brand Homes delivers an elevated customer experience, as well as specific Designer Brand Homes related guidelines and asset specifications to keep in mind when setting up your Designer Brand Home.
Key differences to standard Brand Homes
The new Designer Brand Homes experience aims to offer an elevated look and feel and a consistent shopping experience to Zalando's aspirational luxury customers.
This only marks the first step in our efforts to elevate the luxury experience within Brand Homes. More content features and formats coming soon, all aimed to support you in creating an authentic luxury brand environment for our shared customers.
Redesigned look and feel
Designer Brand Homes feature an elevated design, with updated layouts, longer text and new image and video sizes, enabling customers to step into an exclusive world of luxury.
White background
As part of the designer experience, all Designer content will showcase a sleek white background, delivering a clean look and feel across the Designer customer journey.
Brand biography
Foster stronger connections with customers by sharing your brand's biography beneath your brand logo. Add essential details such as founding date, location, designer information, style and ethos.
Distinct typography
Titles and subtitles will automatically be showcased in capital letters and will be presented in distinct fonts used exclusively for luxury brands.
Improved tooling
The first two category links in your Brand Home header will be automatically generated to ensure a consistent customer experience. They will link to the updated Designer catalogue continuing a consistent look and feel.
Content guidelines and asset specifications
To ensure a smooth transition to Designer Brand Homes, we highly recommend taking a look at the content guidelines, asset specifications and FAQs below to familiarise yourself with the Designer setup and requirements. The following information will help you to craft compelling, engaging, and impactful content that resonates with your target audience while also meeting our content rules.
Find all necessary information for Designer Brand Homes in the download section of this article. The approval time varies depending on the content type you are submitting. Some content is auto-approved, while other assets may take up to 5 business days for review.
Good to know
Take advantage of pre-approved copy suggestions for translations and ensure speedy approval. Get an easier overview of asset specifications through our attached sheet.
Download the files from the download section of this article.
You can open the files either in Microsoft Excel or import them to Google Sheets, find out how by reading this guide from Googles knowledge-base.
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Sustainability guide for Brand Homes
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Brand Homes content guidelines
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Brand Homes assets review process and lead times
Brand Home header
The Brand Home header serves as an alluring and succinct brand introduction designed to captivate customers and encourage them to start following your brand.
Write your brand biography in 3rd person, including details like founding date, location, Designer information, style and ethos. Support your message with an image that captures the essence of the brand and the current season.
Good to know
Avoid stating your brand name as it will be displayed automatically.
Collections
Share an inspiring introduction to your campaign, collection or collaboration. Highlight related articles and catch customers' attention either through an image or video.
Keep your copy short and to the point. Where possible, include the brand name in the top line. Please note that you will need to provide translations for each target market.
Main Stage
Improve storytelling on a collection landing page by highlighting a selection of products, incorporating mood images, and/or sharing interesting details about the collection.
Your design options
Create the Main Stage according to your needs by mixing and matching images, title, subtitle and description individually or in any preferred combination. Feel free to adapt these combinations for different markets as you see fit.
Brand Story
Emphasise specific aspects of your brand, including your brand history, creative director, craftsmanship, sustainability efforts and similar information. Catch your audience's attention through the use of an image or video.
Best practices
Browse through our gallery of favourites and get inspired. Read the attached tips to learn how to create an authentic luxury brand environment.
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Create focus and avoid overly busy images.
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Use the environment to convey a narrative.
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Show off details of your products by zooming in. Choose pictures with depth and dimension to catch your audiences attention.
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Use subtle motion in mood videos.
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Emphasise specific aspects of your brand, like your brand history.
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Enhance storytelling by blending your visuals with your message. Curate colours, theme and story to give deeper insight into your collections.
Frequently asked questions
How do I access my account and start creating a Designer Brand Home?
Access your Designer Brand Homes account and its features by following these steps:
Log into the Brand Homes CMS.
Click on your Brand Name in the upper-right corner of the Brand Homes content management system (CMS)
Type Brand Name + " - Designer" in the search bar (e.g. Missoni - Designer)
Select the relevant result and refresh your screen.
Start creating your Designer content containing Brand Home header, Collections and Brand Story in your new account.
Which content do I have to submit to go live?
To go live with your Designer Brand Home, you must create and publish at least:
Brand Home header
At least 1 Collection or Brand Story for each applicable gender and market.
Good to know
To achieve an optimal luxury customer experience, we advise creating at least 2 Collections and 1 Brand Story alongside the Brand Home header.
How often should I update the content?
While updating content at least once a season is a minimum requirement, we advise brands to periodically refresh their content to ensure that it reflects their latest brand campaigns and stories.
Frequently updating the content on the Designer Brand Home is crucial for its success. This not only encourages repeat visits from existing customers but also attracts new ones.
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