Inside Fashion Marketing by Zalando Marketing Services

Today on the podcast, Andreas is delving into the captivating realm of values-driven branding strategies with Elena Cobo Arranz, Senior Consultant at ZMS Insights, who has been driving a large-scale study into exactly this topic. Danyang Yu, Team Lead of Consulting at ZMS Insights, will also provide a holistic perspective of how we leverage these insights at ZMS. If you've been curious about entering this sphere, especially when engaging with Gen-Z customers, look - or should we say, listen - no further!

Tune in to part 2 of this two-part episode with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co.®, and hear all about what Levi’s® did to celebrate its 150 year birthday! Check out the case study here.

Today Andreas talks with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co. about how Levi’s has maintained its position as a denim classic for 150 years. The secret ingredient? Strong partnerships! Tune in to part 1 of this two-part episode and hear all about how Levi’s maintains relevancy in a volatile fashion landscape.

Today Andreas talks with Sema Saglik, Head of Performance and Self Service Solutions here at ZMS about our self service tooling for partners. We’ll be looking at how partners can steer their marketing campaigns independently and efficiently on their own; how some partners are adopting a hybrid approach with a combination of both managed and self-service support; and a quick product outlook at what’s to come.

Check out both case studies mentioned in the episode: Touché Privé and Lascana!

Today Andreas talks to Pascal Parise, Vice President Europe Franchise & Global Wholesale at Aldo Group and Cindy Leclerc, Senior Marketing Manager, Wholesale EU at Aldo Group about something we haven’t discussed on the podcast so far, and that’s cross-category brand collaborations! Cross-category collaborations are marketing collaborations between brands from different categories such as fashion and beauty.

In 2022, ALDO and L’Oréal joined forces with ZMS. The aim was to connect beauty and fashion audiences with a 360°degree campaign, showcasing an exclusive product collaboration through expertly tailored media placements, both onsite and offsite.

In the episode with Esprit, Andreas talks to Nisrine El Ayadi, Strategic Key Account Manager, and Lisa Benninghoff, Teamlead e-Commerce Marketplaces about Esprit's journey to shift its brand perception among younger consumers and increase its overall brand heat. Enlisting the help of ZMS, our challenge was to create a campaign that brings Esprit back under the spotlight in Europe as a stylish, cool, and inspiring fashion brand. In order to do this, we kicked off a campaign together called “Sweet Escape”. Hear all about it in today's episode!

In this second part of our two-part episode with Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, we’ll be discussing the objectives, creative concept, media strategy and learnings from the recent collaborative streetwear campaign. Find out how the brands were able to connect consumers to their collection together with ZMS, and how we captured the full user journey on and offsite.

Missed part one? Catch it here.

In the first episode of season 3, Andreas talks to Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, about the amazing collaboration between them and Zalando. In July 2022, the BVG, Berlin’s public transportation provider, launched its new seat cover pattern “Patterns of Diversity", an ode to the city's diversity. Out of these patterns, the BVG created a fashion collection–designed in parallel with QS by s.Oliver sold exclusively on Zalando. Tune into the first part of this two-part episode to get to know everything about the BVG, their unique marketing approach, and QS by s.Oliver.

This week Andreas is speaking with Josephine Baaden, Reebok’s Account Manager at ZMS about Reebok’s sell-out success and the impact ZMS can have on a brand’s performance and branding. Recently Reebok dropped a limited edition of their cult classic–Club C 85, customized by Maxplore, one of Germany’s biggest sneaker customizers, exclusively on Zalando via zPlus. Maxplore used his innovative and signature coffee-dying technique to create 50 unique sneakers. ZMS' mission was to capture Reebok’s exclusive collaboration with bold images and authentic storytelling, combining the creative approach with an extensive media campaign. The sneaker drop sold out in minutes! Get the full scoop in today’s episode.

This week Andreas is speaking with Lucy Bentall, Marketing Manager at Ellesse about the brand’s inspiring campaign: “Fresh Perspectives”. The campaign spotlights Gen Z, showing how the younger generation has been shaped by a culture of speaking out on important issues. Tune in to hear all about the creative approach Ellesse took with ZMS, and how they found influencers that really embody the brand ethos.