Zalando is celebrating the first anniversary of its pre-owned fashion category on September 14th. Since the start of pre-owned in September 2020, the online platform has increased its range in the fashion store tenfold from 20,000 to over 200,000 items and rolled it out to 13 of its 23 European markets.
“Pre-owned plays a crucial role on our way to the starting point for fashion, the first port of call for fashion. In the past year we received a lot of positive feedback for our pre-owned category,” says Torben Hansen, VP Recommerce at Zalando.
To celebrate the one-year anniversary, Zalando is launching the pre-owned marketing campaign “Drama-free”, which is intended to emphasize the exceptional convenience of the offer.
“Our customers appreciate the fast delivery, the high level of convenience thanks to various payment methods and simple returns as well as the plastic-free packaging. For this reason, we have placed our high level of service at the center of the new pre-owned marketing campaign. ‘Drama-free ‘describes what pre-owned is all about: The fun of discovering fashion and expressing yourself with it – combined with more sustainable consumption and unbeatable comfort, “says Torben Hansen.
The “drama-free” marketing initiative includes a 360 ° campaign with PR, influencers and social media as well as TV commercials in twelve markets. It shows possible hurdles when buying used fashion online and how Zalando offers a simple and reliable alternative with pre-owned.
“Fast and free deliveries and returns, various payment methods, quality-checked items and a smooth digital experience all contribute to Zalando’s unique pre-owned experience,” the company promises.
As part of the campaign, actors such as Omar Rudberg, Julia Wieniawa, Lola Rodriguez and Pietro Turano will swap their own outfits in the Zalando pre-owned category. The collection made up of these items will be available in the Zalando Fashion Store from September 27th and the links to the offer will be shared via Zalando’s social media channels.
In addition, Zalando is organizing a series of pop-up events at which customers can test Zalando’s pre-owned range for themselves on site.
Between September 2021 and March 2022, Zalando offers the opportunity to browse through a selected pre-owned range in various German cities and purchase the quality-checked items directly.
The next events will take place on September 17th in Essen and on September 18th in Stuttgart, Dortmund and Karlsruhe.
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