Zalando is launching Stories, a kind of digital magazine, on its fashion platform which aims to inspire consumers with videos by influencers, trends and other storytelling formats.
With Stories, Zalando aims to create a new shopping experience: the fashion marketplace will now offer more content, such as trends, collaborations with influencers and brand stories. Stories are mainly short videos and can be discovered in a dedicated content hub, as well as through various interaction points on Zalando’s website, app and social media channels.
“We know that customers are looking for inspiration, and with Stories on Zalando, we are doing exactly that: crafting highly engaging formats to show what’s new and what’s next in fashion,” explains Anne Pascual, Senior Vice President Product Design. “We’re going above and beyond the traditional shopping experience, putting inspiration front and center.”
To this end, Zalando is enlisting the help of Highsnobiety, a fashion content platform that the retailer bought last year for exactly this reason. Highsnobiety acts as a strategic and creative advisor and helps Zalando to develop new formats. To date, Zalando has presented more than 80 product drops, which have been viewed by some 7 million unique users.
The content will be updated every week, in five different segments. For example, singer Charlie XCX will kick off the ‘Cover Story’ section, while in the first ‘Style Bible’, Irish-Scottish singer and music producer Sega Bodega will share his own style guide.