Inside Fashion Marketing by Zalando Marketing Services

This week Andreas is joined by Kristine Pizzelanti, Vice President Marketing, Store Experience & Licensing at Gap Inc. (Athleta’s parent company), to discuss their latest European launch in partnership with Zalando.

Listen in to hear how Athleta creates locally relevant campaigns, works with athletes such as Simone Biles and Allyson Felix, and comes up with creative ways to localize the brand whilst staying true to its core values and brand DNA. You can read about the launch here: https://corporate.zalando.com/en/newsroom/news-stories/growing-across-continents

With the holiday season fast approaching, this week Andreas is joined by Franca Alfuss from Estée Lauder to discuss how to make the most out of marketing activities around this time, as well as their multi-brand approach.

Franca shares insider tips and tricks from The Estée Lauder Company's exclusive, ZMS Partner Award-winning, 2020 beauty gifting campaign, which was tailored to create awareness and excitement for the company’s brands before key commercial moments, Cyber Week and the holidays. Listen in to hear all about how The Estée Lauder Companies gained +130% new customers with their touching festive campaign, and read all about the ZMS Partner Award here: https://corporate.zalando.com/en/brand-hub/news-media/zms-partner-award-2021

Andreas is joined by Bogi Olschok, Social Media Manager at Dermalogica, to discuss how the beauty and skincare brand uses influencer marketing, specifically seeding campaigns, for product launches.

Their starting point was the question: How do you reproduce the experience of friend-to-friend skincare recommendations in the digital fashion and beauty space, and make it authentic and meaningful? Listen in to hear Dermalogica’s answer and find out all about seeding campaigns! Additionally, read Dermalogica's success story to find out how they achieved a 95% posting rate by scaling influencer marketing via Collabary: https://corporate.zalando.com/en/brand-hub/news-media/how-dermalogica-achieved-95-posting-rate-scaling-influencer-marketing

Andreas is joined by Khaled Sufi, Team Lead Marketing at Karl Kani, who shares how the brand generates heat around its cutting-edge new streetwear collections with authentic storytelling. With viral influencer posts and 10 million ad impressions, this is a lesson in creating hype! Want to dive a little deeper? Get the full scoop on the campaign here: https://corporate.zalando.com/en/brand-hub/news-media/how-karl-kani-achieved-14-click-through-rate-360deg-marketing-campaign

With Q4 just around the corner, this week’s podcast discussion is about how to make the most out of the many sales events around this time, kicking off with Cyber Week!

Andreas is joined by Preethi Narayanan, Director of Partner Consulting at ZMS, and Christoph Dorsch, Head of Sales at TB International, who’ll be discussing how brands can leverage peak traffic moments on Zalando and beyond. Want to dive a little deeper? Learn about how to leverage peak traffic moments on Zalando here: https://corporate.zalando.com/en/brand-hub/news-media/how-puma-doubled-yoy-growth-offering-widest-possible-assortment

Digital acceleration in the online fashion space is here to stay, meaning that data is increasingly a critical component of brands’ marketing strategies. Collecting data isn’t the tricky part, it’s what you do with the data that counts.

Listen in as Sarah Jin, Team Lead Brand Consulting at ZMS Insights, explains how you can leverage consumer insights to make better decisions, faster. Want to dive a little deeper? Check out ZMS Insights here: https://zms.zalando.com/services-zms-insights/

On the podcast this week, Andreas talks with a sustainable shoe brand, Inuovo, about how it entered the world of online marketplaces and Direct-to-Consumer retail incredibly successfully via Zalando. With great insights into data-driven customer and market analysis; rapid speed-to-market; and how high ambitions lead to high success is Hayriye Selekler, responsible for Business Development at Inuovo.

If you're curious about how to market your assortments when selling directly to consumers, we’ve got you covered in this episode with actionable recommendations and insider know-how.

It’s clear that we are seeing big, lasting shifts in customer expectations when it comes to the values of the brands they like to shop. With more and more brands eager to showcase the good they are doing, how can brands foster awareness around their corporate social responsibility initiatives in authentic and compelling ways? Here to talk about authentic approaches to corporate social responsibility is Ian Stewart, CMO at TOMS.

Want to read about how TOMS leverages social media in novel ways to raise awareness around grassroots initiatives? Check out this success story: https://corporate.zalando.com/en/brand-hub/news-media/how-toms-achieved-23m-impressions-and-61k-snapchat-swipe-ups-authentic

Andreas talks to one of our ZMS experts, Stella Fee Ostholt, one of our Collabary partner consultants, about all things influencer marketing. If you’re wondering where to start with influencer marketing, this is your ultimate guide - regardless of what your goals or budget are, we’ve got you covered in this episode with actionable recommendations and insider know-how.

Curious about how other brands are approaching influencer marketing?

Find the Schiesser success story here: https://corporate.zalando.com/en/brand-hub/news-media/how-schiesser-reached-580k-users-instagram-authentic-storytelling

Andreas talks to Johannes Kliesch and Thomas Bauknecht from SNOCKS about how they leveraged advertising and marketing to grow their brand from 0 to 25 million euros in sales selling basic socks and underwear - in just 5 years! Listen in to hear them talk about how they reach and engage with customers and what their tips are for other brands wanting to achieve the same.

Want to know more about how brands are shaking up their marketing strategies to adapt to digital acceleration and online marketplaces?

Find our 2020 Brand Partner Study here: https://corporate.zalando.com/en/brand-hub/news-media/zalando-marketing-services-brand-partner-study-2020

Check out SNOCKS: https://snocks.com/blogs/podcasts