German e-tail giant Zalando has announced a number of new initiatives to
further build on its luxury offering.

The retailer is adding new brands to the category’s line-up, including
Roksanda and Marchesa, and will expand lines from Victoria Beckham and
Moschino. It is also changing the name of its ‘premium’ category (currently
home to 260 brands) to ‘designer’, in order to “better reflect the large
range of high-end products on Zalando.”

The retailer has simultaneously announced the launch of a dedicated
marketing campaign, under the concept ‘Real life luxury’, on multiple
channels across Europe. Directed and photographed by UK-based art director
Felix Cooper, the campaign, shot in the streets of the small town of
Monnickendam in the Netherlands, looks to depict real people sharing what
real life luxury means to them.

Zalando will also be hosting “a celebration” of “real life luxury” on
its newly named designer section and via exclusive social media content on
Instagram and TikTok.

The retailer has previously announced a goal to double its premium
and luxury assortment and triple its gross merchandise volume (GMV) from
the category by 2023.

“As announced in February, we are focusing on the premium category and
the expansion into advanced contemporary and luxury within this category
throughout 2020. With new brands, a new name for the category and a
dedicated marketing campaign, we sharpen our position as a designer
destination for customers and brands,” Lena-Sophie Roeper, buying director
premium and luxury at Zalando, said in a statement.

“We are excited to offer our customers a new online experience and to
offer brands a suitable environment where they can present themselves to
their standards. It has also been a particular pleasure to receive positive
feedback from some of the brands that are now expanding their assortment on
our platform.”