E L E V A T I N G T H E Z A L A N D O BRAND

Transcription

1 E L E V A T I N G T H E Z A L A N D O BRAND C A P I T A L M A R K E T S D A Y C A R S T E N H E N D R I C H

2 B R A N D J O U R N E Y

3 < 2014 From Nascent Market to Growing Market > 2018 to Competitive Market. Awareness KNOWING Perception LIKING Emotional Connection LOVING 3

4 < 2014 From Nascent Market to Growing Market > 2018 to Competitive Market. Awareness KNOWING Perception LIKING Emotional Connection LOVING 4

5 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

6 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 A M P L E S : C O N S I S T E N T C O M M U N I C A T I O N S S T Y L E & M A S S M E D I A A P P R O A C H 2010 WARNING 2010 HIPPIES 2011 CAMPING EXORCISM 2013 MEN S 2013 X-MAS

8 R E S U L T S : H I G H B R A N D & C A T E G O R Y A W A R E N E S S L E V E L S A C R O S S M A R K E T S LOCAL BRAND AWARENESS 89% 95% 94% 94% G E R M A N Y I T A L Y S W I T Z E R L A N D B E L G I U M 8 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: years; 70% female/30% male; 140 interviews per week per country

9 R E S U L T S : H I G H B R A N D & C A T E G O R Y A W A R E N E S S L E V E L S A C R O S S M A R K E T S LOCAL BRAND AWARENESS 89% 95% 94% 94% G E R M A N Y I T A L Y S W I T Z E R L A N D B E L G I U M GLOBAL CATEGORY AWARENESS 92% 89% 81% 77% W O M E N ' S F O O T W E A R W O M E N S C L O T H I N G M E N S F O O T W E A R M E N S C L O T H I N G 9 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: years; 70% female/30% male; 140 interviews per week per country

10 R E S U L T S : H I G H B R A N D & C A T E G O R Y A W A R E N E S S L E V E L S A C R O S S M A R K E T S LOCAL BRAND AWARENESS 89% 95% 94% 94% G E R M A N Y I T A L Y S W I T Z E R L A N D B E L G I U M GLOBAL CATEGORY AWARENESS 92% 89% 81% 77% W O M E N ' S F O O T W E A R W O M E N S C L O T H I N G M E N S F O O T W E A R M E N S C L O T H I N G GLOBAL FUNCTIONAL USP AWARENESS 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 30- D A Y M O N E Y B A C K G U A R A N T E E 10 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: years; 70% female/30% male; 140 interviews per week per country

11 < 2014 From Nascent Market to Growing Market > 2018 to Competitive Market. Awareness KNOWING Perception LIKING Emotional Connection LOVING 11

12 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

13 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 A M P L E S : D I V E R S E & I N T E G R A T E D I N I T I A T I V E S C O N T R I B U T I N G T O F A S H I O N C O M P E T E NCE BRAND COLLABORATIONS & IMAGE -BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO 2016 XMAS GIFTING 2016 CYBER DAYS 2016 MARNI X ZALANDO 2016 IVY PARK X ZALANDO 2016 MY MATCH 2017 FESTIVAL REMIX FASHION 2017 MAN BOX BREAD&BUTTER BY ZALANDO EDITORIAL HUB

15 E X A M P L E B R A N D C O L L A B O R A T I O N S : I N T E G R A T E D D I G I T A L C A M 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 A L S P H E R E BRAND COLLABORATIONS & IMAGE -BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO 2016 XMAS GGIFT SOME STYLE 2016 CYBER DAYS 200 MIO SOCIAL REACH THROUGH INFLUENCERS 2016 MARNI X ZALANDO 2016 IVY PARK X ZALANDO 2016 MY MATCH 2017 FESTIVAL REMIX FASHION 2017 MAN BOX BREAD&BUTTER BY ZALANDO EDITORIAL HUB

16 E X A M P L E B R E A D & B U T T E R B Y Z A L 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 A S H I O N F E S T I V A L BRAND COLLABORATIONS & IMAGE -BUILDING RETAIL EVENTS, ACTIVATION & EDITORIAL MORE THAN PEOPLE ON EVENT TOPSHOP X ZALANDO 2016 TOMMY X ZALANDO 2016 XMAS GIFTING 2016 CYBER DAYS OVER 6 MIO. VIEWS 2016 MARNI X ZALANDO 2016 IVY PARK X ZALANDO VIA FACEBOOK LIVE 2016 MY MATCH 2017 FESTIVAL REMIX FASHION 2017 MAN BOX BREAD&BUTTER BY ZALANDO EDITORIAL HUB

17 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 A N D S T A B L E G R O W T H O F B R A N D A N D F A S H I O N M E T R I C S GLOBAL BRAND AWARENESS 90% S T A B L E O V E R T I M E FASHION COMPETENCE +10% Y - O - Y G R O W T H LIKEABILITY +7% Y - O - Y G R O W T H LEADING EUROPEAN ONLINE FASHION RETAILER +9% Y - O - Y G R O W T H 18 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: years; 70% female/30% male; 140 interviews per week per country

19 < 2014 From Nascent Market to Growing Market > 2018 to Competitive Market. Awareness KNOWING Perception LIKING Emotional Connection LOVING 19

20 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 A N 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 A S B E E N A B O U T B U I L D I N G S A L I E N C E T O R E S O N A N C E LOVING RESONANCE Brand Loyalty JUDGM ENTS FEELINGS Emotional Connection LIKING PERFORMANCE IM AGE Fashionable Perception 21 KNOWING SALIENCE Brand Awareness

22 A STRONG, EMOTIONALLY CHARGED BRAND IS THE BEST PREREQUISITE FOR FUTURE EARNINGS

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24 THANK YOU.

25 D I S C L AI M E R 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 nal 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 ardo 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, lac 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. 25