ELEVATING THE ZALANDO BRAND · through influencers . 16 2016 – marni x zalando 2016 – ivy park...

E L E V A T I N G T H E

Z A L A N D O

B R A N D

C A P I T A L M A R K E T S D A Y 2 0 1 7

C A R S T E N H E N D R I C H

2 0 - 0 6 - 2 0 1 7

“ B R A N D

J O U R N E Y ”

3

< 2014

From Nascent Market…

Awareness

“KNOWING”

2015-17

…to Growing Market…

Perception

“LIKING”

> 2018

…to Competitive Market.

Emotional Connection

“LOVING”

4

< 2014


Awareness

“KNOWING”

2015-17


Perception

“LIKING”

> 2018



“LOVING”

C O N T E X T :

E X P A N D I N G F O O T P R I N T , O F F E R

A N D B R A N D V I S I B I L I T Y

• LOCAL MARKET AWARENESS

• CUSTOMER EDUCATION

• PERFORMANCE MARKETING

S T R A T E G Y :

S C R E A M C A M P A I G N A C R O S S

M A R K E T S & S E G M E N T S

• CUSTOMER FIRST

• CONVENIENCE & OFFERING

• MASS MEDIA APPROACH

7

E X AM P L E S :

C O N S I S T E N T C O M M U N I C AT I O N S S T Y L E & M AS S M E D I A AP P R O A C H

2010

WARNING

2012

EXORCISM

2010

HIPPIES

2011

CAMPING

2013

MEN’S

2013

X-MAS

8

LOCAL BRAND

AWARENESS 89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

• Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

• Global category awareness (2015): Which products do you think Zalando offers?

• Global functional USP awareness (2015): Which of the following services do you think Zalando offers?

• Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country

R E S U L T S :

H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S

9

LOCAL BRAND

AWARENESS

GLOBAL

CATEGORY

AWARENESS

89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

92% 89% 81% 77% W O ME N ' S

F O O T W E AR

W O ME N ’ S

C L O T H I N G

ME N ’ S

F O O T W E AR

ME N ’ S

C L O T H I N G





R E S U L T S :


10

LOCAL BRAND

AWARENESS

GLOBAL

CATEGORY

AWARENESS

GLOBAL

FUNCTIONAL

USP AWARENESS

89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M

92% 89% 81% 77% W O ME N ' S

F O O T W E AR

W O ME N ’ S

C L O T H I N G

ME N ’ S

F O O T W E AR

ME N ’ S

C L O T H I N G

73% 59% 51% F R E E

R E T U R N S

F R E E

D E L I V E R Y

3 0 - D A Y MO N E Y

B A C K G U A R A N T E E





R E S U L T S :


11

< 2014


Awareness

“KNOWING”

2015-17


Perception

“LIKING”

> 2018



“LOVING”

C O N T E X T :

C U S T O M E R F O C U S , F A S H I O N

C O M P E T E N C E & B R A N D I M A G E

• MAINTAIN LEADERSHIP

• BRAND SHAPING

• FASHION COMPETENCE

• CUSTOMER ENGAGEMENT

S T R A T E G Y :

I N T E G R A T E D & E L E V A T E D

F A S H I O N E X P E R I E N C E

• SUPERIOR FASHION PROPOSITION

• BRAND COLLABORATIONS

• INNOVATION DIGITAL/ SOCIAL

• RETAIL/ ACTIVATION

14

E X AM P L E S :

D I V E R S E & I N T E G R AT E D I N I T I AT I V E S C O N T R I B U T I N G T O F AS H I O N C O M P E T E N C E

BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL

2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO

2017 – REMIX FASHION 2017 – MAN BOX

2016 – XMAS GIFTING 2016 – CYBER DAYS

2016 – MY MATCH 2017 – FESTIVAL

EDITORIAL HUB 2016 - BREAD&BUTTER

BY ZALANDO

15 2016 - BREAD&BUTTER

BY ZALANDO

2016 – MARNI X ZALANDO

E X AM P L E B R AN D C O L L AB O R A T I O N S :

I N T E G R AT E D D I G I T AL C AM P A I G N S C R E A T E D B U Z Z I N T H E S O C I AL S P H E R E


2015 - TOPSHOP X ZALANDO


2016 – XMAS GGIFT SOME

STYLE 2016 – CYBER DAYS


EDITORIAL HUB

2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

2016 – IVY PARK X ZALANDO

200 MIO SOCIAL REACH

THROUGH INFLUENCERS

16

2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO

2015 - TOPSHOP X ZALANDO 2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO

E X AM P L E B R E A D & B U T T E R B Y Z AL A N D O :

F I R S T T I M E E V E R C O N S U M E R F O C U S S E D F AS H I O N F E S T I V A L



2016 – XMAS GIFTING 2016 – CYBER DAYS


2016 - BREAD&BUTTER

BY ZALANDO

EDITORIAL HUB

MORE THAN 20.000

PEOPLE ON EVENT

OVER 6 MIO. VIEWS

VIA FACEBOOK LIVE

“ B R E A D & &

B U T T E R ”

18

R E S U L T S :

C O N S T A N T AN D S T AB L E G R O W T H O F B R AN D AN D F AS H I O N M E T R I C S

90%

+10% Y - O - Y G R O W TH

+7% Y - O - Y G R O W TH

+9% Y - O - Y G R O W TH

S T A B L E O V E R T I ME

FASHION

COMPETENCE

LIKEABILITY

LEADING EUROPEAN

ONLINE FASHION

RETAILER

GLOBAL BRAND

AWARENESS

• Global brand awareness (2017): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.

• Fashion competence (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando offers fashion advice; Zalando has all the relevant brands;

Zalando inspires me to try out and combine new things; Zalando offers all the latest fashion trends.

• Likeability (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is likeable.

• Leading online fashion retailer (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is the leading online fashion retailer.


19

< 2014


Awareness

“KNOWING”

2015-17


Perception

“LIKING”

> 2018



“LOVING”

C O N T E X T & S T R A T E G Y :

D R I V I N G C O N T I N U E D G R O W T H

O F B U S I N E S S A N D B R A N D

• BRAND RELATIONSHIP

• PREFERRED PLATFORM FOR

BRANDS AND CONSUMERS

• LONG TERM BRAND EQUITY

21

O U R B R AN D J O U R N E Y I N B R A N D E Q U I T Y T E R M S

H AS B E E N AB O U T B U I L D I N G S AL I E N C E T O R E S O N AN C E

SALIENCE Brand Awareness KNOWING

JUDGMENTS FEELINGS Emotional Connection

IMAGE PERFORMANCE Fashionable Perception

LIKING

RESONANCE Brand Loyalty LOVING

A STRONG, EMOTIONALLY

CHARGED BRAND IS THE BEST

PREREQUISITE FOR FUTURE EARNINGS

THANK YOU.

25

C e r t a i n s t a t e m e n t s i n t h i s c o m m u n i c a t i o n m a y c o n s t i t u t e f o r w a r d l o o k i n g s t a t e m e n t s . T h e s e s t a t e m e n t s a r e b a s e d o n

a s s u m p t i o n s t h a t a r e b e l i e v e d t o b e r e a s o n a b l e a t t h e t i m e t h e y a r e m a d e , a n d a r e s u b j e c t t o s i g n i f i c a n t r i s k s a n d u n c e r t a i n t i e s .

Y o u s h o u l d n o t r e l y o n t h e s e f o r w a r d - l o o k i n g s t a t e m e n t s a s p r e d i c t i o n s o f f u t u r e e v e n t s a n d w e u n d e r t a k e n o o b l i g a t i o n t o

u p d a t e o r r e v i s e t h e s e s t a t e m e n t s . O u r a c t u a l r e s u l t s m a y d i f f e r m a t e r i a l l y a n d a d v e r s e l y f r o m a n y f o r w a r d - l o o k i n g s t a t e m e n t s

d i s c u s s e d o n t h i s c a l l d u e t o a n u m b e r o f f a c t o r s , i n c l u d i n g w i t h o u t l i m i t a t i o n , r i s k s f r o m m a c r o e c o n o m i c d e v e l o p m e n t s , e x t e r n a l

f r a u d , i n e f f i c i e n t p r o c e s s e s a t f u l f i l l m e n t c e n t e r s , i n a c c u r a t e p e r s o n n e l a n d c a p a c i t y f o r e c a s t s f o r f u l f i l l m e n t c e n t e r s , h a z a r d o u s

m a t e r i a l / c o n d i t i o n s i n p r o d u c t i o n w i t h r e g a r d t o p r i v a t e l a b e l s , l a c k o f i n n o v a t i o n c a p a b i l i t i e s , i n a d e q u a t e d a t a s e c u r i t y , l a c k o f

m a r k e t k n o w l e d g e , r i s k o f s t r i k e a n d c h a n g e s i n c o m p e t i t i o n l e v e l s .

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ELEVATING THE ZALANDO BRAND · through influencers . 16 2016 – marni x zalando 2016 – ivy park...

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