Zalando expands luxury segment

Online fashion platform Zalando is increasing its focus on the luxury segment: its premium category will be rebranded ‘Designer’ and increasing its range with new brands. In doing so, the retailer aims to increase its sales threefold.

Huge ambitions

Zalando is adding high-end brands like Roksanda and Marchesa to its platform, while expanding collections by Victoria Beckham and Moschino. Its premium range now totals 260 brands, and to mark that occasion, Zalando is changing its name to ‘Designer’ – a name that, according to the German company, is a better reflection of its high-end range. The platform wants to double its luxury range in size of offer – and treble it in size of sales (Gross Merchandise Volume) by 2023.

This ambition is now also powered by a new marketing campaign called “Real Life Luxury”, consisting of ordinary people in the Dutch town of Monnickendam talking about what luxury means for them. The term can mean different things to different people: a flight back to nature, spending quality time with family or friends, or having the freedom to express your own personality…