Zalando launches first integrated marketing campaign for Zalando Lounge

Online fashion retailer Zalando has launched the first integrated marketing campaign for its Zalando Lounge shopping club.

Introduced in Germany, France, Poland, Sweden, Denmark, Finland and Spain, the campaign will be live on TV, social media, out of home and digital out of home channels. It will also have an interactive landing page where the offering will come to life in a 360º environment. In addition, it will benefit from a range influencer content in each market from the likes of Jennifer Lange in Germany, Marylou Leloup in France, or Janni Olsson Delér in Sweden.

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Launched  in 2010, Zalando Lounge offers members online access to fashion products at prices reduced by up to 75% with new items added every day. The club is now available in 14 European countries and in 2020 it surpassed the gross merchandise value of €1 billion for the first time.

Using the concept “Explore mode ON,” the campaign aims to highlight the fashion opportunities waiting to be discovered at Zalando Lounge and showcases the deals on offer.

Lisa Miczaika, Zalando Lounge vice president for markets and sales, said: “While Zalando Lounge has had a really strong growth track record, it is still a bit of a hidden secret that we are now starting to share more actively with consumers. With our first brand campaign, we aim to introduce the Lounge and position us as the main off-price fashion destination in Europe, opening doors to exciting fashion moments for style-conscious customers, every day, everywhere.”

The campaign was developed by BETC.

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