Zalando Rebrands: A Focus on Inclusivity and Style Confidence fashion news, мода, стиль

Fashion e‑commerce giant Zalando has unveiled a new brand positioning, marking a significant step in its evolution towards becoming a leading European ecosystem for fashion and lifestyle. The company aims to move beyond being simply a clothing retailer, focusing instead on empowering customers through style confidence and meeting their evolving needs.

This repositioning is exemplified by the AW24 campaign, «What Do I Wear?», which tackles the universal dilemma of daily outfit selection. Featuring a diverse cast including renowned figures such as Willem Dafoe, Brigitte Nielsen, Luka Sabbat, and Sabrina Bahsoon, the campaign emphasizes inclusivity and celebrates the varied fashion needs of Zalando’s customer base. By offering a quality assortment, inspiring content, and a seamless shopping experience, Zalando aims to simplify fashion decisions and empower individuals to find their unique style.

The brand refresh extends beyond the campaign itself, encompassing a vibrant orange colour scheme, a modernized wordmark, and an accessible custom font. These visual updates are designed to create a cohesive and engaging experience across all platforms, gradually being implemented over the coming months.

Furthermore, Zalando has introduced a new feature within its Stories platform, allowing customers to explore fashion through the perspectives of their favorite icons and tastemakers. This interactive element further reinforces the brand’s commitment to providing inspiring content and fostering a sense of community among fashion enthusiasts.

This comprehensive rebranding strategy is grounded in extensive research that identified key customer priorities: high-quality clothing and brands, a sense of community, trend awareness, and access to inspiring content. Anne Pascual, Zalando’s Senior VP Design, Marketing and Content, highlights the company’s ambition to «play a greater role in our customers’ lives» by fostering style confidence and redefining the relationship between consumers and fashion.

The new campaign concept will serve as the foundation for future initiatives, solidifying Zalando’s commitment to providing an engaging and inspiring shopping experience across its entire range of fashion and lifestyle offerings.