Our company’s health is conditioned on delivering results.
Zalando continues its huge growth
The online fashion retailer chose My Media in 2010 to launch in the French market. From year 1, the DRTV strategy recommended by My Media quickly brought the brand awareness (85% in aided awareness in one year).
In year 2, the ROI-focused campaigns were supplemented with the sponsorship of « The Voice » on TF1.
As soon as the spring of 2012, just 15 months after its launch in France, Zalando had already surpassed Sarenza, despite the latter’s launch in 2006 and that it had invested more than two times more in advertising. SInce the, Zalando has around 5 million unique visitors a month, versus barely 3 million for Sarenza and 2,9 million for Spartoo (Source MNR).
In years 3 & 4, the TV strategy was continued with a broader channel mix.
2015 led to a major shift from an ROI-focused strategy to a branding strategy to best accompany the development of its prêt-à-porter department through collaborations with fashionable brands :
Launch of the FW15 #ShareYourStyle campaign with Christina Hendricks and French model Caroline de Maigret
Partnership with Topshop and model Cara Delevingne
Partenarship with Calvin Klein and model Joan Smalls for the #ShareYourSexy campaign
Nowadays, the brand’s aided awareness is above 90% in France, which has become one of its key markets. In 2015, Zalando reached 2,95 billion euros, on growth of 33,6% yoy.
Zalando aims more than ever to affirm itself as a fashion brand, notably with its spring-summer 2016 campaign in partnership with Beyonce and her new activewear brand Ivy Park.