Influencer Marketing: A Powerful Tool for Fashion Brands Like Zalando
The rise of social media has revolutionized the way brands communicate with their audiences. In the past decade, we have witnessed the rise of influencer marketing, a strategy that involves partnering with individuals who have a large following on social media to promote a brand’s products or services.
One fashion brand that has successfully leveraged the power of influencer marketing is Zalando. Founded in Germany in 2008, Zalando is an online fashion and lifestyle retailer that offers a wide range of products from over 4,000 brands. With over 38 million active customers across 20 countries, Zalando is one of the largest e-commerce platforms in Europe.
Zalando has recognized the importance of influencer marketing and has integrated it into its overall marketing strategy. In this article, we’ll take a closer look at how Zalando has used influencer marketing to drive engagement and sales, and the lessons that other fashion brands can learn from their approach.
Partnering with Influencers
Zalando has worked with a diverse range of influencers, from fashion bloggers and Instagram models to athletes and musicians. One of their most successful collaborations was with fashion influencer Caro Daur. In 2017, Zalando partnered with Caro to launch a fashion collection that was exclusively available on their platform. Caro has over 1.7 million followers on Instagram, and her fans were eager to get their hands on the collection.
Zalando has also partnered with influencers in their marketing campaigns. For example, in their Spring/Summer 2020 campaign, Zalando worked with influencer Ann-Kathrin Gtze to promote their new collection. Ann-Kathrin is a German model and social media influencer with over 1.6 million followers on Instagram.
By partnering with influencers like Caro and Ann-Kathrin, Zalando has been able to reach a wider audience and build brand awareness. The influencers bring their own unique style and personality to the brand, which helps to make Zalando more relatable and appealing to their target audience.
Creating Engaging Content
One of the keys to successful influencer marketing is creating engaging content that resonates with the audience. Zalando has done this by partnering with influencers who have a strong aesthetic and a unique voice. They have also given the influencers creative freedom to showcase their own personal style and incorporate Zalando products into their content in a way that feels authentic.
Zalando has also used influencer-generated content in their own marketing campaigns. In their Spring/Summer 2021 campaign, Zalando featured a range of influencers, including Norwegian blogger and Instagram model, Annabel Rosendahl. The campaign showcased a variety of styles, from casual streetwear to formal dresses, and was designed to appeal to a wide range of customers.
Using Influencers to Launch New Products
In addition to partnering with influencers for marketing campaigns, Zalando has also used influencers to launch new products. In 2019, Zalando partnered with Swedish influencer and model, Emma Rosenzweig, to launch a new sustainable fashion line. The line was designed to be both eco-friendly and fashionable, and Emma was the perfect person to help promote it to her followers.
By using influencers to launch new products, Zalando is able to generate buzz and excitement around the product before it even hits the shelves. This helps to drive pre-orders and creates a sense of urgency among customers who want to be the first to get their hands on the latest fashion.
Measuring the Impact of Influencer Marketing
Measuring the success of influencer marketing can be challenging, but Zalando has put processes in place to track the impact of their campaigns.
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