BRAND COLLECTION | Fashion Updates

Zalando Introduces Exclusive Invite-Only Puma Shopping Experience for Upmarket Shift

Published: January 3, 2024
Author: Fashion Value Chain

Leading German fashion e-tailer Zalando is venturing into invite-only shopping, offering customers a chance to join a special sale featuring Fenty x Puma items starting December 19, 2023. To participate, customers need to sign up for an invitation. This new approach aligns with Zalando’s strategy to position itself more upmarket, as demonstrated by its exclusive capsule collection with Paco Rabanne earlier this year. The initiative also serves as an opportunity to highlight the Zalando Plus loyalty program, providing priority access to select products for its members.

Pascal Hahn, Zalando’s vice-president in charge of transactions, emphasized the ability for partner brands to tell compelling stories about their products through this exclusive shopping experience. Andreas Roedl, vice-president in charge of the fashion range, highlighted how this new sales mode allows brands to showcase their most popular products, enhancing the overall shopping experience for customers.

The invitation-only shopping feature is part of Zalando’s broader strategy, marked by various innovations and tests throughout the year. The e-tailer has introduced an AI-enabled virtual assistant, tested virtual fitting rooms in multiple markets, introduced the ‘Stories’ editorial feature, and offered labels the ability to jointly manage inventory, including items sold through channels other than Zalando.

Despite facing challenges reflected in flat revenue for 2022, totaling €10.3 billion, Zalando maintains its position as the leading cross-border fashion e-tailer in Europe. The company has continued to innovate and adapt, solidifying its presence in the competitive online fashion market.

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