Zalando is launching its own content platform to give “new impulses in fashion and culture”. On Thursday, the Berlin online retailer presented Stories on Zalando, a platform on which weekly updated, curated editorial content will be published in visual formats.
The new platform was developed in collaboration with Highsnobiety after the online retailer acquired a majority stake in the Berlin streetwear pioneer last year. First and foremost, it is a source of inspiration for customers, enabling them to find and buy the products they really love, according to the statement. Stories go beyond the traditional shopping experience and focus on inspiration, says Anne Pascual, Senior Vice President Product Design at Zalando, responsible for design, marketing and content.
Global Celebrities and the “Anatomy of the Perfect Fashion Item”
The core of the platform are five content pillars. These include the so-called “Cover Story,” which offers insights into the world and style of various global fashion personalities, and the “Style Bible,” where “well-known personalities share the aesthetic manual by which they personally live.” First up is British singer, songwriter and producer Charli XCX. In addition, local and global talents share their favorite clothing items in the “Guest Edit”, industry experts discuss the “anatomy of the perfect fashion item” as part of “Perfect X” and the Unpacked series offers insights into products and trends, according to Berlin. The content can be consumed in the content hub created for this purpose, but also on the Zalando website, the app and on social media.
“Inspiration and knowledge are fundamental to making confident style and fashion choices,” said David Fischer, founder and CEO of Highsnobiety. “With Stories on Zalando, we use our extensive experience in storytelling to improve the experience for Zalando customers. At the same time, we leverage Zalando’s reach to showcase leading brands and cultural thought leaders who define fashion and culture today.”
Stories will initially be launched on Zalando in Germany, Austria, Belgium, Denmark, France, Italy, the Netherlands, Spain, Sweden, Switzerland and the United Kingdom. Further markets are to follow next year.