Zalando expands Premium Category with top brands
Zalando is expanding its premium category with 15 new labels.
The European e-commerce company who currently has more than 240 brands in the Premium category (out of 2,000 overall) will add European brands such as Victoria Beckham, Vivienne Westwood and Versace Jeans Couture.
According to Lena-Sophie Roper, Head of Buying Premium at Zalando the company has been on-boarding numerous new brands to the Premium portfolio in the past three years. The decision to expand the Premium section comes as it had the second strongest season in a row and is the fastest-growing business category within Zalando which is why the company is particularly focused on new, emerging brands.
Zalando claims to have more than 28 million active customers for whom it wants to become the ‘Starting Point for Fashion’ in Europe by offering a ‘broad and relevant fashion assortment’ with fashion from all price categories (400,000 articles of more than 2,000 brands, from cheap to expensive). Striking a good balance between global and local relevance the company added locally relevant brands such as Marc Cain (Germany), Repetto (France), Liu Jo (Italy) and Decadent Copenhagen (Denmark), as well as internationally renowned premium brands like MM6, Phillip Lim, and Vivetta.
At the same time, Zalando is also boosting its sustainable assortment with brands like Save the Duck, Filippa K, FTC, Polo Ralph Lauren, PS Paul Smith, Bruuns Bazaar, Designers Remix, Drykorn and Closed.
‘We offer premium essentials or everyday classics, but we also inspire our customers with new trends, designs, and exclusive items, and we make sure we have brands that are globally relevant, as well as those that are locally relevant in certain countries. We are always in search of trends from all over the world, ‘, said Roper.
Zalando is currently running a dedicated campaign in Italy that invites customers to celebrate their own uniqueness with the message that true luxury is expressing oneself in total freedom, starting from the look.
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