Zalando launches new content platform
Zalando and Highsnobiety have jointly developed a new content platform. "Stories" offers curated editorial content on new trends or exclusive brand collaborations to serve as a source of inspiration for customers while they shop.
"In collaboration with outstanding partners - from cultural trendsetters to style experts and top brands - we invite our customers* to a completely new fashion experience. We go beyond the traditional shopping experience and put inspiration in the foreground, express a clear opinion and enter into dialogue," explains Anne Pascual, Senior Vice President Product Design at Zalando, responsible for design, marketing and content.
Last year, Zalando acquired a majority stake in Highsnobiety. The online platform is designed to support Zalando with its expertise in creating inspiring content and help appeal to the new generation of customers looking for extraordinary and immersive shopping experiences.
Highsnobiety acts as a strategic and creative advisor, helping Zalando to develop new formats focused on inspiration. Since the collaboration began, Zalando has published more than 80 curated product showcases that have been viewed by more than 7 million users, he said.
"Inspiration and knowledge are fundamental to making confident style and fashion decisions. With Stories on Zalando, we leverage our extensive experience in storytelling to enhance the experience for Zalando customers*. At the same time, we are leveraging Zalando's reach to showcase leading brands and cultural thought leaders that are defining fashion and culture today," said David Fischer, founder and CEO of Highsnobiety.
Stories will feature weekly updated content, including the five leading series: Cover Story, Style Bible, Guest Edit, The Perfect X and Unpacked. Zalando and Highsnobiety will curate the series' content in collaboration with specially invited creative talent.
Cover Story aims to give customers a glimpse into the personal world and style of some global fashion personalities, Zalando explains. The content series kicks off with insights into the world of British singer, songwriter and producer Charli XCX.
In Style Bible, well-known personalities share their personal style guide, which they actually live by. In the first edition, Irish-Scottish singer and music producer Sega Bodega talks about his own style rules.
The Perfect X aims to bring together industry experts to discuss what makes the perfect fashion item. Unpacked is a series designed to give customers insights into key fashion products, trends and personalities. In Guest Edit, locally and globally renowned talent share their top clothing pieces, what they like about them and how they fit their personal style.
The new content platform can also be found within the entire Zalando website, app and social networks.
The content platform is available to customers in Germany, Austria, Switzerland, Belgium, Denmark, France, Italy, the Netherlands, Spain, Sweden and the United Kingdom. Next year, the offering is to be expanded to other markets.
Copyright © 2023 FashionNetwork.com All rights reserved.