What’s going well at Zalando right now and what trends is the online retailer focusing on in premium womenswear for 2025? Nichole Styrdom, Commercial Director Premium Zalando, talks in an interview about trends, fashion fatigue and chaotic individualization.
What are women looking for when they shop at Zalando now?
When analyzing FW24 demand, we find that female consumers are drawn to statement pieces, particularly statement outerwear ranging from faux fur to sequins to fringe. Fashion is experiencing a major change, especially in the area of accessories.
The fashion enthusiasts are looking for excitement and opulence. One notable trend is “messy customization,” which includes extravagant, unique embellishments and personalization. A prime example of this is the trend of decorating your favorite handbag with charms from brands like Coach, Furla and Zadig & Voltaire.
Is the trend towards quiet luxury coming to an end?
Yes! 2025 will see a clear shift away from the minimalist appeal of quiet luxury as vibrant self-expression, bold personality and individuality take center stage.
Do you notice a certain tiredness or saturation of women with trends?
Fashionistas are suffering from fashion fatigue caused by the overwhelming number of options available and are increasingly looking for inspiration for their personal style. At Zalando, we are addressing this need with innovations like Trend Spotter, which was launched as a new shopping experience earlier this year. The Trend Spotter highlights emerging fashion trends in major European fashion capitals and uses data to shed light on current trends.
As part of its brand positioning, Zalando also conducted a customer survey at the beginning of the year that seems to confirm this observation.
Our research shows that customers seek a balance between a sense of uniqueness and a desire to fit in. They also strive for authentic self-expression: they want their look to reflect their personality.
That’s why our new brand positioning, introduced with the Fall/Winter 2024 “What do I wear?” campaign, focuses on the idea of strengthening our customers’ style confidence. Our latest holiday campaign builds on this idea as the universal question “What do I wear?” takes on new meaning during the holiday season with so many different occasions to dress up for.
Can you name an item and trends that sold well in 2024 and will continue to be relevant in the coming year?
“Sleek-kicks,” also known as polished sneakers, have taken off this season and will continue to stick around in 2025. The suede sneakers, the latest luxury must-have, also go well with this. New Balance, particularly through its collaboration with Miu Miu, is leading the trend with its in-demand pairs, while other brands such as Puma and Adidas are also very popular with models such as the Speedcat and the Sambas constantly selling out.
Another trend is Diesel Mania, driven by the continued popularity of the brand’s iconic ’90s 1DR bag and the revival of ’90s distressed denim. As denim culture continues to evolve, more and more exciting garments are emerging, from corsets to fitted and tailored jackets.
Will you also incorporate other experiences from 2024 into the coming year?
Volatile weather conditions greatly impact demand forecasting and inventory levels, often resulting in sudden spikes in demand and making it difficult to make seasonal purchases in a timely manner. Mixing the seasons has become the new norm. At Zalando we have a system that adapts to these changes, allowing us to adjust orders as needed and release small quantities of seasonal products to test demand. It is a continuous process of testing and learning.
Because of our extensive customer data and purchasing expertise, many of our brand partners rely on us to focus on seasonal must-haves. In addition, with our wide reach among customers, we can help steer and reinvigorate trends as soon as the weather changes.
Where are you looking for inspiration for the upcoming AW25/26 season?
The search for inspiration has evolved, and although we spend less time at trade shows, we remain focused on remaining culturally relevant. The fashion market is driven by trend cycles, which are influenced by both macro and microeconomic factors, as well as the reception of the zeitgeist.
In order to always be one step ahead of the competition, we anticipate our customers’ purchasing behavior, predict and optimize the lifespan of trends. Our partners at Highsnobiety also support Zalando in tracking trends. We know that consumers are increasingly seeking an emotional connection with brands, which requires strategies that emphasize authenticity. This shift, driven by the phenomenon of “creator influence,” will be central to effective brand engagement and trend adoption in the future.
What are you betting on in 2025?
Key trends for Spring/Summer 2025 include the “boho and boudoir” aesthetic, characterized by lingerie-inspired pieces such as corsets, bralettes and hot pants, supported by the “underwear becomes outwear” trend.
We’re seeing the comeback of the ’90s hobo handbag and mini-me bags with handles. Over-accessorizing remains a focus with a focus on jewelry trends like double iconic tennis collars and bracelets and logo designs from Lacoste to Versace. In addition to sneakers, workwear with durable fabrics, rough surfaces and oversized silhouettes are among the big textile trends.
Another trend is the country music-inspired “Wild West” wave, which features fringe, studs, embroidery and mixed materials with a strong denim-on-denim presence. In the transition to the fall season, “Tech Sport” unfolds with fitted polos, leggings, bomber jackets and newly interpreted trench coats for a sporty, elegant look.
Has your purchasing process changed in recent years?
Yes, the purchasing process has evolved significantly in recent years. Digital tools now play an important role in the way we approach purchasing, especially with advances in data analytics. We rely heavily on digital tools for trend forecasting, inventory management and customer data analysis to make purchasing decisions.
However, we take a hybrid approach as there are still aspects that require personal involvement: visits to suppliers or showrooms for face-to-face discussions, testing materials, size and fit analysis and understanding the quality of products. We design and create a large part of our range that is exclusive to Zalando and that requires a high level of personal interaction.
How does replenishment in the Zalando online shop currently work and to what extent is it automated?
We are proud to have a world-class automated replenishment system that ensures effective demand planning and enables healthy and robust inventory management. We are able to remain flexible and react quickly to peaks in demand.
Can you explain automatic replenishment planning with an example?
Our automatic refill system detects peak demand, analyzes inventory and sales trends, and triggers a reorder. This ensures that we meet demand, ensure customer satisfaction and optimize sales without overfilling warehouses.
Will you increase or decrease your budget for next season?
Zalando’s growth strategy relies on differentiation through quality and aims to offer customers the best possible shopping experience when it comes to fashion and lifestyle. While I can’t reveal details about our budgets, I can say that we are committed to sustainable growth by using our budget strategically.
This interview was conducted in written form.