German online retailer Zalando will open a pop-up fashion house this week in the Brunnenstrasse in Berlin. It is not a mere pop-up store, but an exclusive store filled with the company's more expensive brands.
Set apart from competitors
Customers can only get access to the temporary store, where the more expensive pieces of clothing are displayed as pieces of art, if they are on the guest list. Zalando aims to use this to show it can be a hot spot for customers who follow the latest fashion trends.
This is one way to set itself apart from other online fashion stores with a huge product range. Customers who follow the latest fashion trends spend more money on clothing and do it more often.
In order to come across as an actual fashion house, Zalando recently acquired the Berlin fashion convention, Bread & Butter, which it will open up to the general public in the future.
Follow latest trends
Zalando has not only given the customer who wants a bit more some attention offline, it has also adapted its website to give fashion bloggers more room for example. People can buy outfits, presented by those bloggers, in one go or buy something that looks very similar.
Its buyers will also be assisted more so that they can follow trends more: Zalando even wants to predict what will be trendy next year, while it will also follow country-based, local trends more. That is why new collections will appear every three months online, although some brands even change their collections every month.
Zalando wants to innovate in other areas as well and that is why it will soon open an Innovation Lab in Germany, focused on developing several ideas into apps for example. An increasing number of Zalando customers use mobile appliances and that is something the German company wants to capitalize on.
It is currently trialing an app that passes on a customer's taste in clothing, after which a team of stylists will put together a package of clothing. It may not be new, but Zalando is thinking of putting it into a separate app.