The Berlin online retailer Zalando has announced its participation as a sponsor of Primavera Sound Barcelona 2026. This is part of its localization strategy for the Spanish market.
“We have noticed a growing trend in purchasing fashion specifically for these events,” Eloisa Siclari, Zalando’s managing director for southern Europe, tells FashionUnited. “Spain is a key market for Zalando – because of its unique way of living fashion with joy and lots of personality. Festivals have established themselves as the big showcase for summer trends.”
Zalando’s participation in Primavera Sound is part of the global campaign “What do I wear?” At the same time, it is a concrete step towards local adaptation of the brand, supported by market data.
According to the company, more than 1,000 festivals take place in Spain every year, with visitor numbers exceeding the European average by 30 percent. In addition, 70 percent of the population say they attend a music event at least once a year. These events generate economic output of over 725 million euros, attract more than five million tourists and thus establish themselves as a strategic showcase for fashion and trends.
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