Sep 15 2021
Zalando celebrates the first anniversary of its entry into secondhand with a new marketing campaign that underscores the importance of this category following the huge increase in the number of items available since its launch.
The Drama Free campaign highlights the virtues of Zalando’s second-hand products and includes offline events in various German cities until March 2022 to “create a real-life second-hand experience for your customers.”
The e-commerce giant of fashion entered the world of second hand in September 2020 with 20,000 items and now offers more than 200,000 options in its fashion store. This offer is also available in 13 of its 23 European markets.
The campaign includes a 360 ° campaign with public relations, influencers and media and television advertising in 12 markets. It shows “the typical difficulties experienced when buying second-hand fashion and highlights how the Zalando category offers a simpler and more reliable experience.”
Actor Omar Rudberg, actress and singer Julia Wieniawa, actress and LGBTQA + activist Lola Rodríguez, and Italian actor Pietro Turano contribute to Zalando’s second-hand assortment by exchanging their own clothing as part of the marketing campaign. His collection will be available in the Zalando fashion store from September 27th and the links will be shared through Zalando’s social media.
“Secondhand sales play a key role in our journey to become a Fashion Starting Point,” said Torben Hansen, Vice President of Recommerce at Zalando.
“Over the last year, we have received very positive feedback on our second hand category. That is why we have placed our idea of comfort at the center of our new second hand campaign. ‘Drama Free’ represents our experience with second hand: connecting shopping fun, freshness and self-expression with more sustainable fashion consumption and unmatched convenience, “he concluded.
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