Inside Fashion Marketing

by ZMS

#40 2024 outlook - be ahead of the game, on and off site Zalando

Let’s kick off season 4 of “Inside Fashion Marketing” with episode #40 and our guest, Mark Rutten, who’s Head of Sports & Premium Partner Management at ZMS. Mark and Andreas will guide us through a promising 2024 outlook, some of the initiatives that are planned, and what exactly brands should keep in mind for the upcoming year to be successful on and off site Zalando.

They’re also talking about the success campaign of GAP “Sharing Pride” from 2023 – you can find the Case Study here. Last but not least, we’re excited to open the entries for the 4th edition of the ZMS Partner Awards – get all the details here.

#39 - 2023 highlights and what 2024 has in store for us

In this final episode of the year, Andreas catches up with Heike Lari, Director Partner Consultancy & Propositions at ZMS, to have a look back on some of the incredible projects and results we achieved this year together with our partners. Tune in to hear Andreas and Heike unpacking ZMS-specific highlights, and looking at their crystal ball to give you some insights into what’s coming up in 2024!

Want to dive deeper? Check out our ZMS Branding Study 2023

#38 11.9M social media reach without booked deliverables - how to influencer event with Steve Madden

Today Andreas unpacks Steve Madden’s influencer event secrets together with their very own Lisanne Stolk, Trade Marketeer at the shoes and accessories brand. Steve Madden not only used their latest influencer event in Berlin to create extraordinary and unique onsite campaign content but also generated enormous buzz on social media, without even booking any deliverables with the influencers. Tune in to get to know what they’ve been doing exactly to reach outstanding KPIs!

You want to dive even deeper into the KPIs itself? Find the case study here!

#37 Developing cultural credibility with a new generation of values-driven shoppers

Today on the podcast, Andreas is delving into the captivating realm of values-driven branding strategies with Elena Cobo Arranz, Senior Consultant at ZMS Insights, who has been driving a large-scale study into exactly this topic. Danyang Yu, Team Lead of Consulting at ZMS Insights, will also provide a holistic perspective of how we leverage these insights at ZMS. If you’ve been curious about entering this sphere, especially when engaging with Gen-Z customers, look – or should we say, listen – no further!

#36.2 Strong partnerships: the secret to Levi’s® 150 year success

Tune in to part 2 of this two-part episode with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co.®, and hear all about what Levi’s® did to celebrate its 150 year birthday! Check out the case study here.

#36.1 Strong partnerships: the secret to Levi’s 150 year success

Today Andreas talks with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co. about how Levi’s has maintained its position as a denim classic for 150 years. The secret ingredient? Strong partnerships! Tune in to part 1 of this two-part episode and hear all about how Levi’s maintains relevancy in a volatile fashion landscape.

#35 Putting partners in the driver's seat with self-service

Today Andreas talks with Sema Saglik, Head of Performance and Self Service Solutions here at ZMS about our self service tooling for partners. We’ll be looking at how partners can steer their marketing campaigns independently and efficiently on their own; how some partners are adopting a hybrid approach with a combination of both managed and self-service support; and a quick product outlook at what’s to come. For everything on self service and influencer marketing, have a listen to our “Ultimate Guide to Influencer Marketing.”

Check out both case studies mentioned in the episode: Touché Privé and Lascana!

#34 ALDO's cross category collaboration with L'Oréal increased new customers by +60%

Today Andreas talks to Pascal Parise​​​, Vice President Europe Franchise & Global Wholesale at Aldo Group and Cindy Leclerc, Senior Marketing Manager, Wholesale EU at Aldo Group about something we haven’t discussed on the podcast so far, and that’s cross-category brand collaborations! Cross-category collaborations are marketing collaborations between brands from different categories such as fashion and beauty. 

In 2022, ALDO and L’Oréal joined forces with ZMS. The aim was to connect beauty and fashion audiences with a 360°degree campaign, showcasing an exclusive product collaboration through expertly tailored media placements, both onsite and offsite.

#33 How Esprit gained 24% new customers with its Sweet Escape campaign

In the episode with Esprit, Andreas talks to Nisrine El Ayadi, Strategic Key Account Manager, and Lisa Benninghoff, Teamlead e-Commerce Marketplaces about Esprit’s journey to shift its brand perception among younger consumers and increase its overall brand heat. Enlisting the help of ZMS, our challenge was to create a campaign that brings Esprit back under the spotlight in Europe as a stylish, cool, and inspiring fashion brand. In order to do this, we kicked off a campaign together called “Sweet Escape”. Hear all about it in today’s episode! 

#32.2 Putting the Street in Streetwear with the BVG and QS by s.Oliver

In this second part of our two-part episode with Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, we’ll be discussing the objectives, creative concept, media strategy and learnings from the recent collaborative streetwear campaign. Find out how the brands were able to connect consumers to their collection together with ZMS, and how we captured the full user journey on and offsite.

Missed part one? Catch it here.

#32.1 Putting the Street in Streetwear with the BVG and QS by s.Oliver

In the first episode of season 3, Andreas talks to Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, about the amazing collaboration between them and Zalando. In July 2022, the BVG, Berlin’s public transportation provider, launched its new seat cover pattern “Patterns of Diversity”, an ode to the city’s diversity. Out of these patterns, the BVG created a fashion collection–designed in parallel with QS by s.Oliver sold exclusively on Zalando. Tune into the first part of this two-part episode to get to know everything about the BVG, their unique marketing approach, and QS by s.Oliver.

#31 Sold out in minutes: Reebok's exclusive zPlus sneaker drop with Maxplore

This week Andreas is speaking with Josephine Baaden, Reebok’s Account Manager at ZMS about Reebok’s sell-out success and the impact ZMS can have on a brand’s performance and branding.

Recently Reebok dropped a limited edition of their cult classic–Club C 85, customized by Maxplore, one of Germany’s biggest sneaker customizers, exclusively on Zalando. Maxplore used his innovative and signature coffee-dying technique to create 50 unique sneakers. ZMS’ mission was to capture Reebok’s exclusive collaboration with bold images and authentic storytelling, combining the creative approach with an extensive media campaign. The sneaker drop sold out in minutes! Get the full scoop in today’s episode. 

#30 Ellesse’s Fresh Perspective on all things Gen Z

This week Andreas is speaking with Lucy Bentall, Marketing Manager at Ellesse about the brand’s inspiring campaign: “Fresh Perspectives”. The campaign spotlights Gen Z, showing how the younger generation has been shaped by a culture of speaking out on important issues. Tune in to hear all about the creative approach Ellesse took with ZMS, and how they found influencers that really embody the brand ethos. Check out the campaign here!

#29 How adidas Golf expanded its customer base to Gen Z

This week Andreas is speaking with Bethany Ripley, Digital Marketing Manager at adidas Golf. Wondering how adidas gained 7K new customers in 2022 with ZMS? Wonder no more! This past July, together with ZMS, adidas Golf sent 3 influencers to the 150th anniversary of the Open Golf Championship in Scotland. The campaign created around this event aimed to expand the typical audience for golf-wear to Gen Z. Trust adidas to give something classic a fresh edge!

#28 Cyber Week Insights Special

This week Andreas is speaking with Sarah Jin, Team Lead Insights Consulting at ZMS Insights, about how you can use the Cyber Week period to improve your brand performance and win new customers. Cyber Week makes up a quarter of purchases and new customer acquisition on Zalando in Q4, generating huge uplifts and also longer-term brand impact. Find out how you can can attract and retain new customers during Cyber Week this year using data and insights, and stick around until the end to hear Sarah’s top takeaways for brands!

#27 (2/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando

Welcome back to part two of our two-part episode with Crocs. This week Andreas speaks with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando – The Classic Crush! This was a zPlus campaign, meaning that zPlus customers who’ve signed up for early access and premium shipping were able to shop the collection before anyone else. It was also our first-ever exclusive for Crocs on Zalando! Tune in to hear all about it.

Missed part one? Listen in here to hear all about Crocs’ brand history and their partnership with Zalando and how they go about reaching various target audiences.

#27 (1/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando

In part one of our two-part episode with Crocs, Andreas is chatting with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando – The Classic Crush! Listen in to hear all about Crocs’ brand history and their partnership with Zalando and how they go about reaching various target audiences. 

Hold tight for part two, where Davide and Priscilla will be talking in greater detail about The Classic Crush campaign and giving you some great tips about how to achieve similar successes on Zalando!

#26 How Levi’s achieved an 11% conversion rate with its 501 Icons campaign

This week Andreas is chatting with Christian Weiss, Digital Marketing Director North Europe at Levi Strauss & Co,  about Levi’s approach to branding and its recent 501 Icons campaign on Zalando. Levi’s has a long and extremely influential history in the denim category and is an industry leader when it comes to creating a strong brand, and iconic pieces. Listen in to hear how the brand continues to win new customers with classic styles.

Want to read about some other impactful Levi’s campaigns? Here’s one from last year which saw Levi’s sales increase by 111%.

#25 - Behind the scenes at ZMS: Meet our Tech team!

This week, Andreas is chatting with two members of our Tech team in order to give you a more personal understanding of who we are and how we work. Giving you a sneak peek behind the scenes to show you how we build top-tier marketing and advertising products for our partners are Deepak Nautiyal, Head of Product at Zalando, and Stephan Ziep, Head of Engineering at ZMS. Interested in joining the team? Check out our open positions here.

#24 How ASICS achieved 14M impressions with its Paris and Hamburg Marathon influencer campaigns

The running category is a strategic and competitive one on Zalando, and ASICS has been demonstrating its prowess in this category for quite some time. Joining Adreas this week to speak about ASICS’ hyper-local approach to marketing in the running category is Sharon Nanhoe, Channel Marketing Manager Running at ASICS, and Manuel Meyer, Zalando Account Director at ASICS.

#23 How Rituals educates and delights customers around its sustainable assortment

Sustainability is an increasingly important topic for customers, who are keen to shop responsibly across categories – including of course, beauty! That’s why this week Andreas is chatting with Niki Kauffmann-Schilling, Director Innovation & Sustainability at Rituals, to speak about Rituals’ recent Earth Week campaign and the brand’s excellent sustainability practices.

Curious to know more about Zalando’s sustainability strategy? Have a read here.

#22 How Vero Moda gained +442% followers on Zalando with an inclusive denim Homepage Takeover

With more and more brands embracing inclusive sizing, this week Andreas is chatting with Maria Bjerregaard, International Omnichannel Manager, and Henrik Matthiesen, Brand Director at Vero Moda’s parent company Bestseller about the brand’s Homepage Takeover on Zalando celebrating their inclusive denim assortment.

If you’re curious about values-driven marketing, inclusive sizing, and optimal customer engagement, then look (or should we say listen) no further!

#21 How GAP achieved 40M Impressions with its “Untold Stories of Pride” campaign

This week on the podcast, we’ve invited GAP to speak to us about their incredible 2021 Pride campaign. For Pride 2021, GAP released a series of short video stories, showcasing LGBTQI+ activists who have fought for and changed our present. Hear from Kristine Pizzelanti, VP Marketing Store Experience & Licensing and Jonathan Grail, Director Digital Marketing & CRM about how the brand worked with the activists to create collections inspired by their unique styles and personalities. 

Curious about how the campaign looked? You can check out the campaign stories here. Want to know more about what Diversity & Inclusion looks like at Zalando? Have a look at our do.BETTER Diversity & Inclusion report here.

#20 (2/2) Win with Zalando: Selling direct-to-consumer on the Partner Program

In this second part of our Partner Program focused episode, Nacho goes a little deeper using case studies to illustrate how you can win on Zalando, regardless of size or budget. Keep listening to the end as well to hear his top tips for brands wanting to make the most out of Zalando as a direct-to-consumer channel!

Want to dive a little deeper into the PUMA case study mentioned in the episode? Check it out here.

#20 (1/2) Win with Zalando: Selling direct-to-consumer on the Partner Program

This week, tune in to the first part of our two-part episode on Zalando’s Partner Program! Andreas speaks to Nacho Royo Hernandez, Director of Partner Consultancy at Zalando about how brands selling through Zalando’s Partner Program marketplace model can optimize for success. For brands of budgets big and small, we’ve got helpful insights and actionable recommendations to help you cut through the noise and reach the right customers.

Curious about how partner brands such as PUMA and Salsa are already doing it? Hold tight for part 2 where Nacho dives deeper into real-life campaign examples and shares his top takeaways.

If you want to join the Partner Program, just fill out this form and we’ll get back to you.

#19 - Behind the scenes at ZMS: Meet our Partner Consultancy team!

This week, Andreas is chatting with two of our Partner Consultants, who manage sales and consult partners, in order to give you a more personal understanding of who we are and how we work.

Giving you a sneak peek behind the scenes to show you how we work together with brands and retailers to bring about truly top-class marketing campaigns are Nada Essaber, Partner Consultant, and Victoria Stern, Head of Beauty Consultancy, at ZMS.

Interested in joining the team? Check out our open positions here.

#18 - How Mammut increased followers on Zalando by 123% with their engaging sustainability approach

This week Andreas is talking with Pia-Maria Laux, Digital Key Account Manager at Mammut, and Adrian Huber, Head of Corporate Social Responsibility at Mammut about how the brand managed to increase followers on Zalando by 123% with their engaging approach to sustainability.

To kick off their campaign, Mammut posed the question: “We’re living in an era of environmental activism, we’re aware that our actions have a direct impact on the climate. But do we really see it?” Find out how they visualized this impact on the podcast, and have a look at the incredible influencer assets here.

#17 - Beauty brand 3INA: Skyrocketing performance, steered by data

This week Andreas is talking with Judith Clemente, Social Media Manager at 3INA, about how the small Spanish beauty brand optimizes customer engagement with data. 

Hear all about 3INA’s performance marketing strategy on Zalando, how it reaches customers and leverages data to achieve maximum customer-centricity, and how it puts a focus on genderless and inclusive beauty,  in particular in its “Generation Skin” campaign. Wanna read more? Check out how 3INA is steering customer centricity with data-driven marketing.

#16 Win with Zalando: How to leverage key commercial moments

This week Andreas is talking with Anna Stewart Kenkel, Team Lead Commercial Development at ZMS, about how partners can increase visibility and performance, communicate their message to the right audience, and unlock organic visibility on Zalando.

With actionable recommendations, insights, and case studies, if you’re a Zalando partner wondering how to get the most out of your marketing – this is the podcast for you! Want to dig a little deeper? Read more about our partner opportunities here:  https://zln.do/3KKDOVc

#15 The sisters behind oral healthcare brand vVARDIS share their tricks for flawless branding along the customer journey

With International Women’s Day just around the corner, Andreas sits down with female-owned oral healthcare brand vVARDIS to talk about their incredible launch campaign with us last November.

vVARDIS’ launch campaign excellently broke down complex topics – like oral care – into easily digestible, engaging and informative video formats along the customer journey. Listen to Dr. Goly and Dr. Haley Abivardi – sisters, entrepreneurs, dentists and founders of vVARDIS – speaking about forging connections with customers on Zalando.

#14 (2/2) - Reebok: How to use data to steer brand perception, activate lookalike buyers and stay top of mind

Welcome back to part 2 of our episode about how Reebok uses data in its campaigns for everything from launching new products to leveraging lookalike buyers. Josephine Walters, Brand Director at Reebok, and Jule Lutter, Brand Activation Manager at Reebok, talk about some of the ways Reebok uses data and how you can do the same with ZMS. If you missed part 1, here’s the link: https://bit.ly/3owfIF8

Curious to read more? Check out how Reebok launched its Kinetica sneaker on Zalando using careful data analysis: https://zln.do/34B4Lep

#14 (1/2) - Reebok: How to use data to steer brand perception, activate lookalike buyers and stay top of mind

It’s a new year and a new season of Inside Fashion Marketing. Kicking things off in part 1 of this two-part episode are Josephine Walters, Brand Director at Reebok, and Julia (Jule) Lutter, Brand Activation Manager at Reebok, who speak to Andreas about how Reebok uses data to steer its brand perception and marketing efforts on Zalando. 

Curious about how Reebok puts its data to use in its campaigns? Hold tight for part 2 where Josephine and Jule dive deeper into always-on campaigns and product drops – driven by data.

#13 - Holiday Special: What did we learn in 2021, and what does 2022 have in store?

Andreas Antrup is joined by Diana Berte to unwrap some insightful audio parcels sent to us from brand partners and internal experts, and of course, we’ll be sharing our top tips to get you started with your 2022 marketing strategy. Don’t miss it!

#12 Athleta: Expanding to new markets

This week Andreas is joined by Kristine Pizzelanti, Vice President Marketing, Store Experience & Licensing at Gap Inc. (Athleta’s parent company), to discuss their latest European launch in partnership with Zalando.

#11 Estée Lauder: Marketing for the Holidays

With the holiday season fast approaching, this week Andreas is joined by Franca Alfuss from Estée Lauder to discuss how to make the most out of marketing activities around this time, as well as their multi-brand approach. Franca shares insider tips and tricks from The Estée Lauder Company’s exclusive, ZMS Partner Award-winning, 2020 beauty gifting campaign, which was tailored to create awareness and excitement for the company’s brands before key commercial moments, Cyber Week and the holidays. Listen in to hear all about how The Estée Lauder Companies gained +130% new customers with their touching festive campaign and read all about the ZMS Partner Award here.

#10 Dermalogica: Launching a product with influencer marketing

Andreas is joined by Bogi Olschok, Social Media Manager at Dermalogica, to discuss how the beauty and skincare brand uses influencer marketing, specifically seeding campaigns, for product launches. Their starting point was the question: How do you reproduce the experience of friend-to-friend skincare recommendations in the digital fashion and beauty space, and make it authentic and meaningful? Listen in to hear Dermalogica’s answer and find out all about seeding campaigns! Additionally, read Dermalogica’s success story to find out how they achieved a 95% posting rate by scaling influencer marketing via Collabary.

#9 Karl Kani: Creating hype around collections with flawless branding

When it comes to building brand heat, few can do it like Karl Kani can. Andreas is joined by Khaled Sufi, Team Lead Marketing at Karl Kani, who shares how the brand generates heat around its cutting-edge new streetwear collections with authentic storytelling.  With viral influencer posts and 10 million ad impressions, this is a lesson in creating hype! Want to dive a little deeper? Get the full scoop on the campaign here.

#8 Deep Dive: The Ultimate Guide to Cyber Week

With Q4 just around the corner, this week’s podcast discussion is about how to make the most out of the many sales events around this time, kicking off with Cyber Week! For a ~30 minute long Deep Dive episode, Andreas is joined by Preethi Narayanan, Director of Partner Consulting at ZMS, and Christoph Dorsch, Head of Sales at TB International, who’ll be discussing how brands can leverage peak traffic moments on Zalando and beyond. Want to dive even deeper? Learn about how to leverage peak traffic moments on Zalando here.

#7 Consumer Insights - What to do with data

Digital acceleration in the online fashion space is here to stay, meaning that data is increasingly a critical component of brands’ marketing strategies. Collecting data isn’t the tricky part, it’s what you do with the data that counts. Listen in as Sarah Jin, Team Lead Brand Consulting at ZMS Insights, explains how you can leverage consumer insights to make better decisions, faster.

#6 Inuovo - How a small wholesale brand started selling directly to consumers with incredible success

On the podcast this week, Andreas talks with sustainable shoe brand, Inuovo, about how it entered the world of online marketplaces and Direct-to-Consumer retail incredibly successfully via Zalando. With great insights into data-driven customer and market analysis; rapid speed-to-market; and how high ambitions lead to high success is Hayriye Selekler, responsible for Business Development at Inuovo.

#5 TOMS: Fostering brand awareness around corporate social responsibility

It’s clear that we are seeing big, lasting shifts in customer expectations when it comes to the values of the brands they like to shop. With more and more brands eager to showcase the good they are doing, how can brands foster awareness around their corporate social responsibility initiatives in authentic and compelling ways? Here to talk about authentic approaches to corporate social responsibility is Ian Stewart, CMO at TOMS.

#4 The ultimate guide to influencer marketing

Andreas talks to ZMS expert, Stella Fee Ostholt, one of our Collabary partner consultants, about all things influencer marketing. If you’re wondering where to start with influencer marketing, this is your ultimate guide – regardless of what your goals or budget are, we’ve got you covered in this episode with actionable recommendations and insider know-how.

#3 SNOCKS: Connecting to customers as a small brand on a big platform

Andreas talks to Johannes Kliesch and Thomas Bauknecht from SNOCKS about how they leveraged advertising and marketing to grow their brand from 0 to 25 million euros in sales selling basic socks and underwear – in just 5 years! Listen in to hear them talk about how they reach and engage with customers and what their tips are for other brands wanting to achieve the same.

#2 How brands are re-thinking customer connection online

Andreas talks to Diana Berte, VP Sales & Marketing at ZMS, about how the industry has changed and what predictions we can make for the future of #fashionmarketing. Looking back on the many campaigns we’ve had over the past months, Diana discusses best practices and the ways in which she and her team have been helping brands come up with innovative ways to reach the right customers and rethink what it means to connect and engage in socially distant and unpredictable times.

#01 The North Face: Crafting campaigns around sustainability

Andreas talks to Sebastian Reinhard, Marketing Director at The North Face, about their holistic marketing approach for their latest upcycled collection – The North Face RENEWED by RÆBURN. Find out how they connect with outdoor fashion and sustainability conscious customers via their campaigns – from ideation and collaboration, to developing a strong data-driven approach, and knowing exactly who their audience is.

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