// The Zalando Designer category has signed over 50 labels this year
// From next month the retailer will be partnering with international designer platform Not Just A Label
Zalando is pushing ahead with an expansion of its luxury category as it looks to establish its online fashion and lifestyle platform as a “credible, fresh and inclusive partner ” for luxury and designer brands.
This year, the fashion platform has welcomed more than 50 new luxury goods brands, including Missoni, Christopher Kane, 032C and Mansur Gavriel within its Zalando Designer category.
Alongside the new brands on the platform, Zalando will, from September onwards, also be collaborating with the international designer platform Not Just A Labe (NJAL), founded in 2008.
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NJAL gives designers the chance to present their work to a global audience and will, in future, bring various emerging brands from different backgrounds to Zalando Designer.
Anaheta Metghalchi von Berenberg, buying director Designer at Zalando, said: “By 2025 it is expected that Gen-Z and Millennials will conduct the majority of luxury purchases. We are uniquely positioned to provide our customers – among them a high share of Gen-Z and Millennials – with an incredible cross-category offering in an online environment.
“We are doubling down on the Designer category by elevating the brand mix, assortment and the dedicated onsite experience. Together with our partners, we want to focus on growing our more sustainable and more diverse and inclusive designer and luxury assortment to contribute to positive change for our customers and the industry.”
Zalando has also launched a dedicated marketing campaign called ‘Luxury on Your Terms’ to support growth in the category.
It is an interactive video series starring the American actor Lachlan Watson and customers can buy the collections from the series on Zalando.
Earlier this year, Zalando introduced a new and personalised Zalando Designer onsite experience as a means of inspiring customers and helping them to discover the luxury assortment in a dedicated environment. This includes bespoke “designer brand homes” from where labels can display their stories behind the design and present seasonal editorials with handpicked collections, similar to the window of a luxury department store.
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