Zalando: Here to stay

Zalando, an online retail company, increased awareness of its DE&I efforts by launching an exclusive track with the UK's first openly queer rapper and partnering with influencers representing marginalised communities.

Campaign Summary

As Europe's leading online fashion retailer, present across 23 markets and with 45m customers, Zalando is loved by millions of Europeans from all walks of life, genders and creeds.

In late 2020, the company doubled down on its DE&I efforts, committing to hiring more LGBTQIA+ talent, promoting female leadership at all senior levels, and offering customers new assortments from over 70 Black and Minority Ethnic owned brands. And yet, Zalando's key audience wasn't aware of the pioneering role the brand played in that space.

To future proof their business, retain and win over GenZ, it was time to...

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