Zalando: #whereveryouare

This case study explains how online retailer Zalando used micro-targeting to make people living in small towns and villages feel special - and increase sales.

Zalando: #whereveryouare

Campaign details

Brand: ZalandoAgency: Kemmler KemmlerAdvertiser: ZalandoCountry: Germany

Campaign Background & Summary

Zalando is proud to be Europe's leading online retailer for clothing, footwear and accessories. However, as a relatively new player in the fashion retail market filled with long-established names, the company has struggled to build a reputation as "fashion-savvy", leaving it vulnerable to edgier, trendier competition.

To take action, Zalando introduced Topshop – one of the largest and most desirable fashion brands within its market – to its inventory. As a result, Topshop products have been available to customers...

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