Zalando unveils new brand positioning with focus on quality, lifestyle, and inspiration; updates brand identity

• Zalando unveils a new brand positioning, marking a pivotal step in its journey to becoming a leading European ecosystem for fashion and lifestyle e-commerce. Launched with the Autumn/Winter 2024 campaign “What Do I Wear?”, the new direction focuses on enhancing customers’ style confidence and meeting their evolving needs through quality, lifestyle, and inspiration.
• The refreshed brand identity features a vibrant orange colour scheme, a modern wordmark, and a custom font designed to improve accessibility. These visual updates are designed to create an engaging and consistent experience for customers across all platforms.
• In addition to the visual changes, Zalando has rolled out a new feature within its Stories platform, allowing customers to explore fashion through the perspectives of their favourite icons and tastemakers.

BERLIN, SEPTEMBER 9, 2024 // Zalando has unveiled its new brand positioning and brand identity through its Autumn/Winter 2024 campaign, “What Do I Wear?”, which launched on September 8th. This new brand positioning is a significant step towards realising Zalando’s vision of becoming a leading European ecosystem for fashion and lifestyle e-commerce. It will serve as the foundation for future campaigns.

Zalando’s new brand positioning centres around the idea of style confidence. It provides a unified framework for an engaging and inspiring shopping experience across all of Zalando’s fashion and lifestyle offerings. The approach is based on extensive research that highlights what matters most to Zalando’s customers: high-quality clothing and brands, a sense of community, staying ahead of trends, and access to inspiring content. In response, Zalando is committed to creating fun, welcoming, and bold experiences that celebrate the diverse ways its customers express themselves through fashion.

The refreshed brand identity, launched alongside the Autumn/Winter 2024 campaign, includes a vibrant orange colour scheme, a modern wordmark, a custom-designed font for better accessibility, and dynamic branded motion to enhance engagement both online and offline. These updates reflect Zalando’s new brand positioning and ensure a seamless and engaging experience across all customer interactions. The new visual elements will be gradually introduced across all Zalando platforms in the coming months.

“The changes we present today go beyond a mere visual update. Building on the strong brand equity and awareness that Zalando has developed over the years, we are evolving our brand to play a greater role in our customers’ lives,“ says Anne Pascual, Senior Vice President Design, Marketing and Content at Zalando. “This evolution is all about style confidence and redefining how our customers connect with fashion and lifestyle. We are very excited to showcase this evolution with our new Autumn/Winter 2024 campaign, ‘What Do I Wear?’, marking the first step in presenting our new brand positioning and revamped brand identity”.

The Autumn/Winter 2024 campaign, “What Do I Wear?”, is the first expression of Zalando’s new brand positioning. The campaign addresses a universal daily dilemma that resonates with all people, no matter their age, location, gender or background — choosing what to wear. It features a high-profile and diverse cast, including actor Willem Dafoe, model and actress Brigitte Nielsen, model and actor Luka Sabbat, and content creator and model Sabrina Bahsoon, known as #TubeGirl. It emphasises inclusivity and the varied fashion needs of Zalando’s customers. Through the campaign, Zalando wants to showcase how it simplifies fashion decisions and inspires individuals to find style confidence by offering quality assortment, inspiring content, and a superior shopping experience. The campaign showcases a wide range of high-quality fashion and lifestyle options, providing tailored inspiration for every fashion decision.

As part of its commitment to inspiring customers, Zalando has also introduced a new feature within Stories on Zalando. This feature allows customers to explore the platform through the eyes of their favourite icons and tastemakers, offering exclusive content and curated fashion selections from personalities like Linda Tol, Jordan Anderson, and Herbert Hofmann. Currently live in 11 markets, with five different talents featured, more talents will be added in the coming weeks.

Campaign details & credits

The campaign has been rolling out across online, social, and digital out-of-home locations since September 8th.

Zalando:

SVP Design, Marketing and Content: Anne Pascual
Brand Communications & Initiatives: Sara Spännar, Eloisa Siclari, Katharina Oberfeld, Maike de Buhr, Anne Jobes
Creative Direction: Morten Grubak, Lena Schäfers, Julie Maillard, Thomas Wakeford, Matteo Volpini, Verity Charmer
Talent Management: Andreas Menelaou
Production Management: Milena Steinke, Karla Stratmann, Laura Veneklaas
Global Social Media: Kimberley Franquinet, Sytske Donselaar
Brand Design: Teresa Jimenez, Ginger Balanga

Agency: Wieden + Kennedy Amsterdam

Chief Creative Officer: Susan Hoffman
Chief Strategy Officer: Nick Docherty
Creative: Anyaa Dev, Ane Santiago Quintas, Morgane Lambert, Ane Cle
Production: Tom Dean, Salma Daoud
Account Management: Stephanie Loucas, Angelina Joy, Indira Morton
Planning Director: Donna Yan

Brand identity credits

Zalando:
SVP Design, Marketing and Content: Anne Pascual
VP Design: Timm Kekeritz
VP Creative Direction: Morten Grubak
Director of Design: Gerrit Kaiser
Brand Design: Teresa Jimenez, Ginger Balanga, Emma Chu, Katrin Fox, Emma Hutton, Irma Fadhila, Delicia Goh
Design systems: Sheryl Bagga, Jason King, Leonie Proske, Shu Han Chuang, Gonzalo Vasquez
Strategy & operations: Moya Koren, Verena Brune, Milena Ratzel, Philip Brune, Svea Kleeberg, Sarah Solfrian, Shannon Besim

Agency: Kurppa Hosk
Client Director: Jonas Pålsson
Senior Account Director: Johanna Björnfot
Chief Strategy Officer: Jillian Mascarenhas
Senior Strategist: Sofia Stenström
Chief Creative Officer: Thomas Kurppa
Creative Director: Jakob Smedhagen
Senior Designer: Philip Nyman
Designer: Isabelle Sjö/Hanna Viklund
Type Director: Jakob Ekelund
Motion Designer: Marcel Gulyas/Johan Alenius