E L E V A T I N G T H E
Z A L A N D O
B R A N D
C A P I T A L M A R K E T S D A Y 2 0 1 7
C A R S T E N H E N D R I C H
2 0 - 0 6 - 2 0 1 7
“ B R A N D
J O U R N E Y ”
3
< 2014
From Nascent Market…
Awareness
“KNOWING”
2015-17
…to Growing Market…
Perception
“LIKING”
> 2018
…to Competitive Market.
Emotional Connection
“LOVING”
4
< 2014
From Nascent Market…
Awareness
“KNOWING”
2015-17
…to Growing Market…
Perception
“LIKING”
> 2018
…to Competitive Market.
Emotional Connection
“LOVING”
C O N T E X T :
E X P A N D I N G F O O T P R I N T , O F F E R
A N D B R A N D V I S I B I L I T Y
• LOCAL MARKET AWARENESS
• CUSTOMER EDUCATION
• PERFORMANCE MARKETING
S T R A T E G Y :
S C R E A M C A M P A I G N A C R O S S
M A R K E T S & S E G M E N T S
• CUSTOMER FIRST
• CONVENIENCE & OFFERING
• MASS MEDIA APPROACH
7
E X AM P L E S :
C O N S I S T E N T C O M M U N I C AT I O N S S T Y L E & M AS S M E D I A AP P R O A C H
2010
WARNING
2012
EXORCISM
2010
HIPPIES
2011
CAMPING
2013
MEN’S
2013
X-MAS
8
LOCAL BRAND
AWARENESS 89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M
• Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.
• Global category awareness (2015): Which products do you think Zalando offers?
• Global functional USP awareness (2015): Which of the following services do you think Zalando offers?
• Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country
R E S U L T S :
H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S
9
LOCAL BRAND
AWARENESS
GLOBAL
CATEGORY
AWARENESS
89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M
92% 89% 81% 77% W O ME N ' S
F O O T W E AR
W O ME N ’ S
C L O T H I N G
ME N ’ S
F O O T W E AR
ME N ’ S
C L O T H I N G
• Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.
• Global category awareness (2015): Which products do you think Zalando offers?
• Global functional USP awareness (2015): Which of the following services do you think Zalando offers?
• Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country
R E S U L T S :
H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S
10
LOCAL BRAND
AWARENESS
GLOBAL
CATEGORY
AWARENESS
GLOBAL
FUNCTIONAL
USP AWARENESS
89% 95% 94% 94% G E R MA N Y I T A L Y S W I T ZE R L A N D B E L G I U M
92% 89% 81% 77% W O ME N ' S
F O O T W E AR
W O ME N ’ S
C L O T H I N G
ME N ’ S
F O O T W E AR
ME N ’ S
C L O T H I N G
73% 59% 51% F R E E
R E T U R N S
F R E E
D E L I V E R Y
3 0 - D A Y MO N E Y
B A C K G U A R A N T E E
• Local brand awareness (2015): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.
• Global category awareness (2015): Which products do you think Zalando offers?
• Global functional USP awareness (2015): Which of the following services do you think Zalando offers?
• Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country
R E S U L T S :
H I G H B R AN D & C AT E G O R Y AW A R E N E S S L E V E L S AC R O S S M AR K E T S
11
< 2014
From Nascent Market…
Awareness
“KNOWING”
2015-17
…to Growing Market…
Perception
“LIKING”
> 2018
…to Competitive Market.
Emotional Connection
“LOVING”
C O N T E X T :
C U S T O M E R F O C U S , F A S H I O N
C O M P E T E N C E & B R A N D I M A G E
• MAINTAIN LEADERSHIP
• BRAND SHAPING
• FASHION COMPETENCE
• CUSTOMER ENGAGEMENT
S T R A T E G Y :
I N T E G R A T E D & E L E V A T E D
F A S H I O N E X P E R I E N C E
• SUPERIOR FASHION PROPOSITION
• BRAND COLLABORATIONS
• INNOVATION DIGITAL/ SOCIAL
• RETAIL/ ACTIVATION
14
E X AM P L E S :
D I V E R S E & I N T E G R AT E D I N I T I AT I V E S C O N T R I B U T I N G T O F AS H I O N C O M P E T E N C E
BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL
2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO
2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO
2017 – REMIX FASHION 2017 – MAN BOX
2016 – XMAS GIFTING 2016 – CYBER DAYS
2016 – MY MATCH 2017 – FESTIVAL
EDITORIAL HUB 2016 - BREAD&BUTTER
BY ZALANDO
15 2016 - BREAD&BUTTER
BY ZALANDO
2016 – MARNI X ZALANDO
E X AM P L E B R AN D C O L L AB O R A T I O N S :
I N T E G R AT E D D I G I T AL C AM P A I G N S C R E A T E D B U Z Z I N T H E S O C I AL S P H E R E
BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL
2015 - TOPSHOP X ZALANDO
2017 – REMIX FASHION 2017 – MAN BOX
2016 – XMAS GGIFT SOME
STYLE 2016 – CYBER DAYS
2016 – MY MATCH 2017 – FESTIVAL
EDITORIAL HUB
2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO
2016 – IVY PARK X ZALANDO
200 MIO SOCIAL REACH
THROUGH INFLUENCERS
16
2016 – MARNI X ZALANDO 2016 – IVY PARK X ZALANDO
2015 - TOPSHOP X ZALANDO 2015 - TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO
E X AM P L E B R E A D & B U T T E R B Y Z AL A N D O :
F I R S T T I M E E V E R C O N S U M E R F O C U S S E D F AS H I O N F E S T I V A L
BRAND COLLABORATIONS & IMAGE-BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL
2017 – REMIX FASHION 2017 – MAN BOX
2016 – XMAS GIFTING 2016 – CYBER DAYS
2016 – MY MATCH 2017 – FESTIVAL
2016 - BREAD&BUTTER
BY ZALANDO
EDITORIAL HUB
MORE THAN 20.000
PEOPLE ON EVENT
OVER 6 MIO. VIEWS
VIA FACEBOOK LIVE
“ B R E A D & &
B U T T E R ”
18
R E S U L T S :
C O N S T A N T AN D S T AB L E G R O W T H O F B R AN D AN D F AS H I O N M E T R I C S
90%
+10% Y - O - Y G R O W TH
+7% Y - O - Y G R O W TH
+9% Y - O - Y G R O W TH
S T A B L E O V E R T I ME
FASHION
COMPETENCE
LIKEABILITY
LEADING EUROPEAN
ONLINE FASHION
RETAILER
GLOBAL BRAND
AWARENESS
• Global brand awareness (2017): Here is a list of online shops. Please select those online shops selling clothing and footwear that you already know, even if only by name.
• Fashion competence (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando offers fashion advice; Zalando has all the relevant brands;
Zalando inspires me to try out and combine new things; Zalando offers all the latest fashion trends.
• Likeability (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is likeable.
• Leading online fashion retailer (2017): Please assess the following statements about Zalando according to how you feel and let us know to what extent you agree (Top 2): Zalando is the leading online fashion retailer.
• Figures are based on Zalando’s Brand Monitor survey: Sample: 20-45 years; 70% female/30% male; 140 interviews per week per country
19
< 2014
From Nascent Market…
Awareness
“KNOWING”
2015-17
…to Growing Market…
Perception
“LIKING”
> 2018
…to Competitive Market.
Emotional Connection
“LOVING”
C O N T E X T & S T R A T E G Y :
D R I V I N G C O N T I N U E D G R O W T H
O F B U S I N E S S A N D B R A N D
• BRAND RELATIONSHIP
• PREFERRED PLATFORM FOR
BRANDS AND CONSUMERS
• LONG TERM BRAND EQUITY
21
O U R B R AN D J O U R N E Y I N B R A N D E Q U I T Y T E R M S
H AS B E E N AB O U T B U I L D I N G S AL I E N C E T O R E S O N AN C E
SALIENCE Brand Awareness KNOWING
JUDGMENTS FEELINGS Emotional Connection
IMAGE PERFORMANCE Fashionable Perception
LIKING
RESONANCE Brand Loyalty LOVING
A STRONG, EMOTIONALLY
CHARGED BRAND IS THE BEST
PREREQUISITE FOR FUTURE EARNINGS
THANK YOU.
25
C e r t a i n s t a t e m e n t s i n t h i s c o m m u n i c a t i o n m a y c o n s t i t u t e f o r w a r d l o o k i n g s t a t e m e n t s . T h e s e s t a t e m e n t s a r e b a s e d o n
a s s u m p t i o n s t h a t a r e b e l i e v e d t o b e r e a s o n a b l e a t t h e t i m e t h e y a r e m a d e , a n d a r e s u b j e c t t o s i g n i f i c a n t r i s k s a n d u n c e r t a i n t i e s .
Y o u s h o u l d n o t r e l y o n t h e s e f o r w a r d - l o o k i n g s t a t e m e n t s a s p r e d i c t i o n s o f f u t u r e e v e n t s a n d w e u n d e r t a k e n o o b l i g a t i o n t o
u p d a t e o r r e v i s e t h e s e s t a t e m e n t s . O u r a c t u a l r e s u l t s m a y d i f f e r m a t e r i a l l y a n d a d v e r s e l y f r o m a n y f o r w a r d - l o o k i n g s t a t e m e n t s
d i s c u s s e d o n t h i s c a l l d u e t o a n u m b e r o f f a c t o r s , i n c l u d i n g w i t h o u t l i m i t a t i o n , r i s k s f r o m m a c r o e c o n o m i c d e v e l o p m e n t s , e x t e r n a l
f r a u d , i n e f f i c i e n t p r o c e s s e s a t f u l f i l l m e n t c e n t e r s , i n a c c u r a t e p e r s o n n e l a n d c a p a c i t y f o r e c a s t s f o r f u l f i l l m e n t c e n t e r s , h a z a r d o u s
m a t e r i a l / c o n d i t i o n s i n p r o d u c t i o n w i t h r e g a r d t o p r i v a t e l a b e l s , l a c k o f i n n o v a t i o n c a p a b i l i t i e s , i n a d e q u a t e d a t a s e c u r i t y , l a c k o f
m a r k e t k n o w l e d g e , r i s k o f s t r i k e a n d c h a n g e s i n c o m p e t i t i o n l e v e l s .
D I S C L AI M E R