European online retailer Zalando, celebrated the one-year anniversary of its Pre-owned category on September 15th. To commemorate the occasion, Zalando has launched a dedicated marketing campaign called "Drama Free," emphasizing the offer's unmatched level of simplicity.
Zalando launched its Fashion Store in September 2020, and since then, the category has increased tenfold, from 20.000 products to over 200.000, with the collection currently available in 13 of the company's 23 European territories.
The ‘Drama Free’ marketing initiative includes a 360° campaign with PR, Influencer, and Social Media and as a TV campaign in 12 markets. It shows typical struggles experienced when shopping for pre-owned fashion and highlights how Zalando’s pre-owned category offers a simpler and more reliable experience. Fast and free delivery and returns, coupled with different payment methods, quality-assured items and a smooth digital experience, all contribute to an elevated pre-owned fashion experience combined with unmatched convenience.
Torben Hansen, VP Recommerce at Zalando, said that pre-owned plays a significant role in their journey to be the Starting Point for Fashion. Their Pre-owned category has gotten a lot of excellent feedback over the previous year, with customers praising the quick delivery, the ease of payment and returns, and the plastic-free packaging. This is why their new Pre-owned advertising centers on their convenience proposition. ‘Drama Free' encapsulates their Pre-owned experience, which combines the fun of shopping, freshness, and self-expression with more sustainable fashion consumption and unmatched convenience.
Actor Omar Rudberg, actress and singer Julia Wieniawa, actor and LGBTQA+ activist Lola Rodriguez, and Italian actor Pietro Turano are all participating in the campaign by trading in their own outfits to add to the pre-owned assortment on Zalando. From September 27th onwards, their collection will be accessible in the Zalando Fashion Store, with links provided via Zalando's social media channels.
In addition, Zalando is holding a series of offline events to provide customers a real-life Pre-owned experience. Customers will be able to explore and buy a chosen assortment of pre-owned items in person at events in several German towns between September 2021 and March 2022. All events will be held in accordance with Covid-19 regulations in the area. On September 17th, Essen will host the following event, followed by Stuttgart, Dortmund, and Karlsruhe on September 18th.
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