Zalando, a European fashion platform, has launched the “Zalando PRE-Owned” campaign. The retailer’s first anniversary of Pre-owned ecommerce was celebrated with the “Without Drama” campaign.
The campaign is centered around Zalando’s relationship with consumers in comparison to other online resale websites. It aims to highlight Zalando’s Pre-owned shopping experience including its delivery and payment methods, as well as its inventory. The company is aiming to show the ease of shopping on its platform and the benefits of reselling.
Torben Hansen (Vice President of Recommerce), stated that “Pre-owned plays an important part in our mission, to be the starting point for Fashion.” “Over the last year, we have received positive feedback about our Pre-owned category. Customers are satisfied with the convenience and comfort we offer. We are returning to our convenience proposition in this Pre-owned campaign. “Drama-free” is the essence of our Pre-owned experience. It’s about fashion shopping, self-expression, and joy with fashion.”
This initiative includes influencer marketing strategies, PR, and social media campaigns. The retailer celebrated the occasion by collaborating with Young Royals (a Swedish drama series) and other European actors to offer limited-edition collections to consumers. These limited-edition collections will be available on Zalando’s social media channels.
Zalando’s Preowned platform was first available in Germany, Spain and Italy. It has since expanded to the rest of Europe. Zalando’s Pre-owned platform has continued its expansion throughout Europe. It previously announced its commitment to circular initiatives. This includes its goal to increase the lifespan of 50 million fashion items by 2023. It also released a separate sustainability progress report in March that stated it was on track to achieve this goal. Zalando stated that the Pre-owned category had helped extend the lives of 340,000 products.
The campaign aims to increase awareness of the circular platform and to introduce the Pre-owned category to its next phase. It also inspires potential consumers to support the pre-owned fashion industry.