Inside Fashion Marketing by Zalando Marketing Services

In this episode of Inside Fashion Marketing, host Heike Lari sits down with Veronika Moles, Commercial Director Kids at Zalando, to discuss how the Kids category has evolved into a strategic e-commerce growth engine. They unpack how brands can elevate high-intent calendar moments like "Back to School" into storytelling opportunities, and explore how physical community activations - such as the "Kids Playground" in Berlin and Paris - translate directly into platform momentum and sustained customer lifetime value.

As retail media continues to evolve, the brands that succeed will be those that unite physical presence, platform storytelling, and closed-loop insights to connect with consumers at every stage of the customer journey.

Find out more about Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing/

Culture isn’t just a brand builder - it’s a commercial growth engine. In this episode, Heike Lari sits down with Thomas Sailer, VP Brand Marketing Central Europe at adidas, to unpack how the global icon turns cultural relevance into measurable business impact.

From DFB World Cup fandom to Japanese wrestling subcultures and the Berlin Marathon, discover adidas' 5-step framework connecting culture, community, and closed-loop retail media.

Check out our website for more insights and resources.

In this episode of Inside Fashion Marketing, you will discover exactly how artificial intelligence, advanced self-service platforms, and robust first-party data are transforming modern retail media from basic sponsored product listings into a powerful, full-funnel e-commerce growth engine. Host Heike Lari (Director Partner Marketing and Consultancy at Zalando Partner Marketing Services) sits down for a fascinating chat with Diaa Abdallah, VP Tech at ZMS, live from the e-commerce and retail tech hub of Berlin, Germany. Together, they pull back the curtain on how Zalando builds its innovative marketing technology entirely in-house to serve brands across Europe.

Diaa brings over a decade of performance optimization and audience targeting experience from his time at Amazon to explain how ZMS slices and dices data from 53 million active customers to deliver highly personalized ad experiences. The duo dives deep into the tangible tools empowering brands today, ranging from flexible MaxCPC steering controls for premium products to cutting-edge AI features that generate creative assets in seconds.

They also tackle the massive macro shifts impacting the global marketing landscape, exploring the rise of agentic commerce, off-site AI integrations (like ChatGPT ads), and how retailers are securely guarding their data while building conversational tools like the Zalando Assistant. Whether you are looking to maximize your short-term Return on Ad Spend (ROAS) or understand the downstream impact of long-term brand awareness campaigns, this episode provides a comprehensive playbook for the future of digital commerce.

Key Takeaways From This Episode:

In-House Tech & Self-Service Innovation: Learn why ZMS relies on entirely proprietary, in-house engineering to build highly intuitive self-service tools that give brands ultimate campaign flexibility.

Granular Control via MaxCPC: Discover how automated algorithms work hand-in-hand with manual controls, allowing brands to adjust what they pay per click based on whether a product is a premium item or a discounted asset.

Unlocking First-Party Data safely: Understand how millions of daily customer transactions and page views are utilized to build highly tailored audience segments, resulting in significantly higher click-through rates (CTR) and campaign performance.

The Rise of Agentic Commerce: Diaa shares his expert view on the dual trend of AI commerce, integrating off-site with popular AI platforms while enhancing internal, conversational shopping experiences.

Bridging Digital Tech with Real-World Experiences: Discover how ZMS transcends traditional retail media by connecting online campaign tech with physical event spaces to build comprehensive, end-to-end consumer memories.

The ZMS "Steerco" Culture: An inside look at Zalando's collaborative internal environment in Germany, which focuses on inclusion, team consensus, and empowering individual engineers to rapidly prototype natural-language data solutions.

Explore Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing

Dive in with Vesselina Markova-Kauffmann, Director Retail at Pinterest, as she unpacks how weddings are evolving into immersive, emotional “worlds” - and why trends like Rooted Romance, Ethereal Shimmer, and Messy Coquette are shaping the next wave of consumer behavior.

From digital discovery to live experience, this episode reveals how brands can show up earlier, connect deeper, and win the moments that truly matter.

What happens when a heritage brand meets a cultural phenomenon? In this episode of Inside Fashion Marketing, Heike Lari (Director Partner Marketing at Zalando) sits down with Mirjam Schüle (SVP Marketing at Karl Lagerfeld) to dissect the "From Paris with Love" campaign. Discover how the brand leveraged the "Star Power" of Paris Hilton to drive record-breaking engagement and sales across Europe.

Key Takeaways:

Learn more about Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing

Retail Media is everywhere. But the basics? Often blurred.

In this season opener, Heike Lari breaks retail media down to its core. What it is, who it’s for, and why it’s a full-funnel growth engine, not just a lower-funnel sales tool.

From ROI vs. ROAS to awareness, consideration, and conversion - this episode gives you the shared language and KPI clarity every brand needs.

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Tune in to our last episode of the 2025 season to hear Kiri Masters - retail media industry expert, columnist, and podcast host of "The Retail Media Breakfast Club" - discuss all things retail media with us. Heike and Kiri talk about what has changed in the past year in the retail media sphere, what we might see coming in 2026, and differences between the US and Europe.

Crocs and ZMS turn inspiration into impact - fusing cultural pulse, bold storytelling, and live moments at our Brand Experience Hub. Dive in with Yann Le Bozec, Group VP & Head of Marketing at Crocs, as he reveals how entertainment-led campaigns spark true connections and scale brand love. The most recent example he brings: Their collaboration with The Elevator Boys.

Join us for a landmark episode as ZMS welcomes its first ever media partner on the show, Dr. Jannika Bock, Managing Director Retail at Google Germany! She joins our host Heike Lari to unpack how the ZMS-Google collaboration is supercharging growth for fashion and beauty brands.

Step into a decade of transformation with Joanna Rogers, Managing Director of Zalando Marketing Services, and Andreas Antrup, former ZMS MD and host of this podcast, and now MD Zalando China, as they join Heike Lari to celebrate 10 groundbreaking years of ZMS.

From sketching Sponsored Products on a whiteboard to leading full-funnel, insight-driven campaigns for over 50 million customers - this episode unpacks how ZMS grew into a powerhouse of retail media innovation, cultural creativity, and customer-centric storytelling.