German online fashion platform Zalando will add dozens of luxury goods brands to its range and collaborate with the designer platform Not Just A Label (NJAL).
50 new brands
Zalando wants to use the expansion of its luxury offering to present itself as a "credible, fresh and inclusive partner for luxury and designer brands", it states in a press release. This year, the fashion platform has welcomed more than fifty new luxury goods brands, including Missoni, Christopher Kane, 032C and Mansur Gavriel.
Alongside the new brands on the platform, Zalando will, from September onwards, also be collaborating with international designer platform NJAL, founded in 2008. NJAL gives designers the chance to present their work to a global audience and will bring various emerging brands from different backgrounds to Zalando Designer (the luxury segment of the platform).
A dedicated marketing campaign called 'Luxury on Your Terms' underlines Zalando's ambitions, including an interactive video series starring American actor Lachlan Watson. Customers can buy the collections from the series on Zalando.
"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", says Anaheta Metghalchi von Berenberg, Zalando's buying director designer.