Inside Fashion Marketing by Zalando Marketing Services

Recorded live at our OMR Masterclass 2025 "Retail media reloaded: Shaping the love brands of tomorrow", this episode unveils the powerhouse panel with brand leaders Alma Lipa, CDMO at L’Oréal, Dunja Ehlert, Senior Director Sales eCommerce West at PVH, and Iwona Skolicka, Head of Marketing Strategic Accounts EMEA at Salomon.

Watch the full Masterclass here and join Heike Lari, Director Partner Marketing & Consultancy, as she presents how every touchpoint becomes shoppable, inspiring, and unforgettable.

Step into the piazza of possibilities with Chiara Grimoldi, Senior Marketing Manager at VF, with a focus on the iconic brand, Vans, as she joins Heike Lari to unpack Vans’ bold collaboration with Zalando’s “What do I wear?” campaign. From Sarah Jessica Parker swapping shoes to the Gen-Z style feed that took over a reimagined piazza — discover how authenticity, culture, and creativity shaped this standout moment in fashion marketing.

Watch our first ever video podcast episode which was recorded live. We had the pleasure of hosting Emma Helsloot, Co-founder of the Women in Retail Media Collective, and some of their members on the 22nd floor of our Zalando office, with Berlin stretching out beneath us and the sun as the ultimate paid actor of the day. Join us for an inspiring talk where Emma and Heike tackled industry challenges, the need for stronger female representation, and personal career milestones that shaped their journeys.

Kicking off a new podcast season with a lot of exciting firsts! Meet our new podcast host, Heike Lari, Director Partner Marketing & Consultancy at Zalando Partner Marketing Services, as she takes over from Andreas Antrup and unveils an expanded vision for the podcast. We’ll continue bringing you insights from partners and experts but will now also explore the full spectrum of retail media—including collaborations beyond Zalando. Tune in for fresh perspectives, new voices, and the future of retail media!

We dive into Tommy Hilfiger’s recent “My Team” campaign, with Jasmin Bolouri, Director of Marketing for Europe West at PVH, joining Andreas for the last show of this season. Jasmin shares insider perspectives on the creative vision, execution, and strategy behind the campaign, offering a unique lens into how iconic brands stay relevant in today’s fast-paced world of fashion. Read more here.

We've updated our product offering to bring you marketing services and tools that are even more customer-centric. Wondering what that means for brands like yours? Today, Andreas chats with Jamie Bacon, Marketplace Director at Brooks, to see how they've been working together with us to gather insights into their audience and approach their marketing strategy in a more holistic, full-funnel way.

And by the way! We have a new website, check out everything you need to know about your partnership with us here.

Today's episode is all about the Summer of sports! With the football Euros and the Olympics just around the corner, Andreas chats with Joey Bernier, Head of Integrated Proposition Marketing Sports and Streetwear at Zalando about how you can leverage the momentum of the moment to connect with customers on Zalando.

Let's kick off season 4 of "Inside Fashion Marketing" with episode #40 and our guest, Mark Rutten, who's Head of Sports & Premium Partner Management at ZMS. Mark and Andreas will guide us through a promising 2024 outlook, some of the initiatives that are planned, and what exactly brands should keep in mind for the upcoming year to be successful on and off site Zalando.

They're also talking about the success campaign of GAP "Sharing Pride" from 2023 - you can find the Case Study here. Last but not least, we're excited to open the entries for the 4th edition of the ZMS Partner Awards - get all the details here.

In this final episode of the year, Andreas catches up with Heike Lari, Director Partner Consultancy & Propositions at ZMS, to have a look back on some of the incredible projects and results we achieved this year together with our partners. Tune in to hear Andreas and Heike unpacking ZMS-specific highlights, and looking at their crystal ball to give you some insights into what’s coming up in 2024!

Want to dive deeper? Check out our ZMS Branding Study 2023

Today Andreas unpacks Steve Madden's influencer event secrets together with their very own Lisanne Stolk, Trade Marketeer at the shoes and accessories brand. Steve Madden not only used their latest influencer event in Berlin to create extraordinary and unique onsite campaign content but also generated enormous buzz on social media, without even booking any deliverables with the influencers. Tune in to get to know what they've been doing exactly to reach outstanding KPIs!

You want to dive even deeper into the KPIs itself? Find the case study here!