Zalando trusts “Bread & Butter” approach to branding
What was online fashion retailer Zalando missing? It was functional, fashionable, convenient, and hit all the right price points… but no one cared about it. That, at least, is what execs thought in 2015, before the company took over the Bread & Butter festival. Today, this festival is described as a “streetwear fantasyland” by industry publication Business of Fashion – and Zalando says it has helped to close the gap by providing the extra “something” that consumers want from a great brand – personality, experience… something to love!
Zalando’s share price has been on the rise this week
SOURCE: Yahoo Finance
This year, the festival is featuring Lauryn Hill, Jaden Smith, and up-and-coming English rapper Stefflon Don. These and other acts will serenade festivalgoers from seven music stages, as they wander between over 40 branded pop-up shops, as well as food courts, a bumper cart track, and an outside pool and beach. There will also be talks by some of fashion’s up-and-comers, including 15-year old influencer Gully Guy Leo and celebrities like Bayern Munich defender Jerome Boateng. It is, in short, every young fashionista’s dream.
Carsten Hendrich, the company’s vice president of Creative Lab, explains the logic behind the strategy: “When I joined Zalando four years ago, the first request was that we needed a clearer profile and needed to stand for something, because we were a transactional profile. There was no emotional resonance for consumers. We’re respected because we’re a trustful player offering good convenience and customer service, but that’s not the tipping point for consumers. What we put on top with Bread & Butter is this emotional context layer.”
Based on attendance and feedback, there’s little doubt that Zalando got what it wanted – and so did its customers.
Dominion holds Zalando in its Global Trends Luxury Fund.
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