Zalando builds on luxury offering, launches ‘Real life luxury’ campaign

German e-tail giant Zalando has announced a number of new initiatives tofurther build on its luxury offering.

The retailer is adding new brands to the category’s line-up, includingRoksanda and Marchesa, and will expand lines from Victoria Beckham andMoschino. It is also changing the name of its ‘premium’ category (currentlyhome to 260 brands) to ‘designer’, in order to “better reflect the largerange of high-end products on Zalando.”

The retailer has simultaneously announced the launch of a dedicatedmarketing campaign, under the concept ‘Real life luxury’, on multiplechannels across Europe. Directed and photographed by UK-based art directorFelix Cooper, the campaign, shot in the streets of the small town ofMonnickendam in the Netherlands, looks to depict real people sharing whatreal life luxury means to them.

Zalando will also be hosting “a celebration” of “real life luxury” onits newly named designer section and via exclusive social media content onInstagram and TikTok.

The retailer has previously announced a goal previously announced goal to double its premiumand luxury assortment and triple its gross merchandise volume (GMV) fromthe category by 2023.

“As announced in February, we are focusing on the premium category andthe expansion into advanced contemporary and luxury within this categorythroughout 2020. With new brands, a new name for the category and adedicated marketing campaign, we sharpen our position as a designerdestination for customers and brands,” Lena-Sophie Roeper, buying directorpremium and luxury at Zalando, said in a statement.

“We are excited to offer our customers a new online experience and tooffer brands a suitable environment where they can present themselves totheir standards. It has also been a particular pleasure to receive positivefeedback from some of the brands that are now expanding their assortment onour platform.”

Photo credit: Zalando