The Berlin online retailer Zalando SE has revised its designer fashion section. A prominent figurehead has also been won for the redesigned portal: British-Japanese musician and actress Rina Sawayama will act as an “ambassador for Zalando’s designer and luxury fashion offerings” as part of a one-year partnership, the company announced on Monday.
The new designer area is like a “luxury boutique” and “provides both fans of designer fashion and beginners with an inspiring shopping experience,” explained the e-commerce specialist. Partner brands from this segment can now “tell their stories, reveal collections and present campaigns and collaborations using various dynamic design elements in a significantly improved and more curated area”.
Lena-Sophie Röper, Director of Designer & Luxury at Zalando, explained the redesign: “Our customers are increasingly looking for inspiration, personalization and engaging new shopping experiences. They are also increasingly interested in designer brands,” she explained in a statement. The number of searches for luxury brands on Zalando is continually increasing, and the company has “the chance to become a source of inspiration – both for loyal customers who regularly shop for contemporary and luxury items and for those who are shopping for the first time Buy designer items,” says Röper.