Zalando launches major campaign for pre-owned offer

By

Sandra Halliday

Published
Sep 15, 2021

Zalando is marking the one-year anniversary of it entering the pre-owned category with a new marketing campaign underlining the importance of the category following tenfold growth in the number of items available since its launch.

The Drama Free campaign highlights the convenience of pre-owned at Zalando and includes offline events in many German cities until March 2022 to “create real-life pre-owned experience for customers”.

The fashion e-tail giant launched pre-owned in September 2020 with 20,000 items and now offers over 200,000 choices in its Fashion Store. The assortment is also available in 13 of its 23 European markets.

The campaign comes with a 360° campaign with PR, Influencer, and social media and as a TV campaign in 12 markets. It shows “typical struggles experienced when shopping for pre-owned fashion and highlights how Zalando’s category offers a simpler and more reliable experience”.

Actor Omar Rudberg, actress and singer, Julia Wieniawa, actor and LGBTQA+ activist, Lola Rodriguez, and Italian actor, Pietro Turano are contributing to the pre-owned assortment on Zalando by trading in outfits of their own as part of the marketing drive. Their collection will be available in the Zalando Fashion Store from 27 September onwards, links will be shared via Zalando’s social media channels.

“Pre-owned plays a key role on our way to be the Starting Point for Fashion”, said Torben Hansen, VP Recommerce at Zalando. “Over the past year, we have received very positive feedback for our pre-owned category. This is why we put our convenience proposition in the centre of our new pre-owned campaign. ‘Drama Free’ represents what our pre-owned experience is all about — connecting the fun of fashion shopping, freshness and self-expression with more sustainable fashion consumption and unmatched convenience.”