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    Inside Fashion Marketing by Zalando Marketing Services

    Andreas Antrup, SVP Partner Services of Zalando and Managing Director of ZMS, speaks to some of our brand partners about their innovative campaigns, identifying the data and insights you need to find out what makes your target audience tick, across various markets. We give you the tools and insights you need to build your brand, grow your business, and connect to customers. Listen in for snackable inspiration for fashion, beauty, and lifestyle brands as well as retailers, by Zalando Marketing Services - Zalando's 360 degree marketing unit. Find us at https://zms.zalando.com/ Have something you want to share with us or hot topics you’d love for us to cover? Then let us know! We love hearing from you, reach out to us anytime: zms_info@zalando.de
    enZalando Marketing Services GmbH46 Episodes

    Episodes (46)

    #40 2024 outlook - be ahead of the game, on and off site Zalando

    #40 2024 outlook - be ahead of the game, on and off site Zalando
    Let's kick off season 4 of "Inside Fashion Marketing" with episode #40 and our guest, Mark Rutten, who's Head of Sports & Premium Partner Management at ZMS. Mark and Andreas will guide us through a promising 2024 outlook, some of the initiatives that are planned, and what exactly brands should keep in mind for the upcoming year to be successful on and off site Zalando. They're also talking about the success campaign of GAP "Sharing Pride" from 2023 - you can find the Case Study here. Last but not least, we're excited to open the entries for the 4th edition of the ZMS Partner Awards - get all the details here.
    Inside Fashion Marketing by Zalando Marketing Services
    enFebruary 15, 2024

    #39 - 2023 highlights and what 2024 has in store for us

    #39 - 2023 highlights and what 2024 has in store for us
    In this final episode of the year, Andreas catches up with Heike Lari, Director Partner Consultancy & Propositions at ZMS, to have a look back on some of the incredible projects and results we achieved this year together with our partners. Tune in to hear Andreas and Heike unpacking ZMS-specific highlights, and looking at their crystal ball to give you some insights into what’s coming up in 2024!  Want to dive deeper? Check out our ZMS Branding Study 2023
    Inside Fashion Marketing by Zalando Marketing Services
    enDecember 22, 2023

    #38 11.9M social media reach without booked deliverables - how to influencer event with Steve Madden

    #38 11.9M social media reach without booked deliverables - how to influencer event with Steve Madden
    Today Andreas unpacks Steve Madden's influencer event secrets together with their very own Lisanne Stolk, Trade Marketeer at the shoes and accessories brand. Steve Madden not only used their latest influencer event in Berlin to create extraordinary and unique onsite campaign content but also generated enormous buzz on social media, without even booking any deliverables with the influencers. Tune in to get to know what they've been doing exactly to reach outstanding KPIs! You want to dive even deeper into the KPIs itself? Find the case study here!
    Inside Fashion Marketing by Zalando Marketing Services
    enNovember 23, 2023

    #37 Developing cultural credibility with a new generation of values-driven shoppers

    #37 Developing cultural credibility with a new generation of values-driven shoppers
    Today on the podcast, Andreas is delving into the captivating realm of values-driven branding strategies with Elena Cobo Arranz, Senior Consultant at ZMS Insights, who has been driving a large-scale study into exactly this topic. Danyang Yu, Team Lead of Consulting at ZMS Insights, will also provide a holistic perspective of how we leverage these insights at ZMS. If you've been curious about entering this sphere, especially when engaging with Gen-Z customers, look - or should we say, listen - no further!
    Inside Fashion Marketing by Zalando Marketing Services
    enSeptember 14, 2023

    #35 Putting partners in the driver's seat with self-service

    #35 Putting partners in the driver's seat with self-service
    Today Andreas talks with Sema Saglik, Head of Performance and Self Service Solutions here at ZMS about our self service tooling for partners. We’ll be looking at how partners can steer their marketing campaigns independently and efficiently on their own; how some partners are adopting a hybrid approach with a combination of both managed and self-service support; and a quick product outlook at what’s to come. For everything on self service and influencer marketing, have a listen to our “Ultimate Guide to Influencer Marketing.” Check out both case studies mentioned in the episode: Touché Privé and Lascana!
    Inside Fashion Marketing by Zalando Marketing Services
    enJune 29, 2023

    #34 ALDO's cross-category collaboration with L'Oréal increased new customers by +60%

    #34 ALDO's cross-category collaboration with L'Oréal increased new customers by +60%
    Today Andreas talks to Pascal Parise, Vice President Europe Franchise & Global Wholesale at Aldo Group and Cindy Leclerc, Senior Marketing Manager, Wholesale EU at Aldo Group about something we haven’t discussed on the podcast so far, and that’s cross-category brand collaborations! Cross-category collaborations are marketing collaborations between brands from different categories such as fashion and beauty. In 2022, ALDO and L’Oréal joined forces with ZMS. The aim was to connect beauty and fashion audiences with a 360°degree campaign, showcasing an exclusive product collaboration through expertly tailored media placements, both onsite and offsite.
    Inside Fashion Marketing by Zalando Marketing Services
    enApril 27, 2023

    #33 How Esprit gained 24% new customers with its Sweet Escape campaign

    #33 How Esprit gained 24% new customers with its Sweet Escape campaign
    In the episode with Esprit, Andreas talks to Nisrine El Ayadi, Strategic Key Account Manager, and Lisa Benninghoff, Teamlead e-Commerce Marketplaces about Esprit's journey to shift its brand perception among younger consumers and increase its overall brand heat. Enlisting the help of ZMS, our challenge was to create a campaign that brings Esprit back under the spotlight in Europe as a stylish, cool, and inspiring fashion brand. In order to do this, we kicked off a campaign together called “Sweet Escape”. Hear all about it in today's episode!
    Inside Fashion Marketing by Zalando Marketing Services
    enMarch 16, 2023

    #32.2 Putting the Street in Streetwear with the BVG and QS by s.Oliver

    #32.2 Putting the Street in Streetwear with the BVG and QS by s.Oliver
    In this second part of our two-part episode with Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, we’ll be discussing the objectives, creative concept, media strategy and learnings from the recent collaborative streetwear campaign. Find out how the brands were able to connect consumers to their collection together with ZMS, and how we captured the full user journey on and offsite.  Missed part one? Catch it here.
    Inside Fashion Marketing by Zalando Marketing Services
    enFebruary 16, 2023

    #32.1 Putting the Street in Streetwear with the BVG and QS by s.Oliver

    #32.1 Putting the Street in Streetwear with the BVG and QS by s.Oliver
    In the first episode of season 3, Andreas talks to Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, about the amazing collaboration between them and Zalando. In July 2022, the BVG, Berlin’s public transportation provider, launched its new seat cover pattern “Patterns of Diversity", an ode to the city's diversity. Out of these patterns, the BVG created a fashion collection–designed in parallel with QS by s.Oliver sold exclusively on Zalando. Tune into the first part of this two-part episode to get to know everything about the BVG, their unique marketing approach, and QS by s.Oliver.
    Inside Fashion Marketing by Zalando Marketing Services
    enFebruary 02, 2023

    #31 Sold out in minutes: Reebok's exclusive zPlus sneaker drop with Maxplore

    #31 Sold out in minutes: Reebok's exclusive zPlus sneaker drop with Maxplore
    This week Andreas is speaking with Josephine Baaden, Reebok’s Account Manager at ZMS about Reebok’s sell-out success and the impact ZMS can have on a brand’s performance and branding. Recently Reebok dropped a limited edition of their cult classic–Club C 85, customized by Maxplore, one of Germany’s biggest sneaker customizers, exclusively on Zalando via zPlus. Maxplore used his innovative and signature coffee-dying technique to create 50 unique sneakers. ZMS' mission was to capture Reebok’s exclusive collaboration with bold images and authentic storytelling, combining the creative approach with an extensive media campaign. The sneaker drop sold out in minutes! Get the full scoop in today’s episode.
    Inside Fashion Marketing by Zalando Marketing Services
    enDecember 08, 2022

    #30 Ellesse’s Fresh Perspective on all things Gen Z!

    #30 Ellesse’s Fresh Perspective on all things Gen Z!
    This week Andreas is speaking with Lucy Bentall, Marketing Manager at Ellesse about the brand’s inspiring campaign: “Fresh Perspectives”. The campaign spotlights Gen Z, showing how the younger generation has been shaped by a culture of speaking out on important issues. Tune in to hear all about the creative approach Ellesse took with ZMS, and how they found influencers that really embody the brand ethos. Check out the campaign here!
    Inside Fashion Marketing by Zalando Marketing Services
    enNovember 10, 2022

    #29 How adidas Golf expanded its customer base to Gen Z

    #29 How adidas Golf expanded its customer base to Gen Z
    This week Andreas is speaking with Bethany Ripley, Digital Marketing Manager at adidas Golf. Wondering how adidas gained 7K new customers in 2022 with ZMS? Wonder no more! This past July, together with ZMS, adidas Golf sent 3 influencers to the 150th anniversary of the Open Golf Championship in Scotland. The campaign created around this event aimed to expand the typical audience for golf-wear to Gen Z. Trust adidas to give something classic a fresh edge!
    Inside Fashion Marketing by Zalando Marketing Services
    enOctober 13, 2022

    #28 Cyber Week Insights Special

    #28 Cyber Week Insights Special
    This week Andreas is speaking with Sarah Jin, Team Lead Insights Consulting at ZMS Insights, about how to use the Cyber Week period to improve your brand performance and win new customers. Cyber Week makes up a quarter of purchases and new customer acquisitions on Zalando in Q4, generating huge uplifts and also longer-term brand impact. Find out how you can attract and retain new customers during Cyber Week this year using data and insights, and stick around until the end to hear Sarah’s top takeaways for brands!
    Inside Fashion Marketing by Zalando Marketing Services
    enSeptember 29, 2022

    #27 (2/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando

    #27 (2/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando
    Welcome back to part two of our two-part episode with Crocs. This week Andreas speaks with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando - The Classic Crush! This was a zPlus campaign, meaning that zPlus customers who’ve signed up for early access and premium shipping were able to shop the collection before anyone else. It was also our first-ever exclusive for Crocs on Zalando! Tune in to hear all about it. Missed part one? Listen in here to hear all about Crocs’ brand history and their partnership with Zalando and how they go about reaching various target audiences.
    Inside Fashion Marketing by Zalando Marketing Services
    enSeptember 15, 2022

    #27 (1/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando

    #27 (1/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando
    In part one of our two-part episode with Crocs, Andreas is chatting with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando - The Classic Crush! Listen in to hear all about Crocs’ brand history and their partnership with Zalando and how they go about reaching various target audiences.  Hold tight for part two, where Davide and Priscilla will be talking in greater detail about The Classic Crush campaign and giving you some great tips about how to achieve similar successes on Zalando!
    Inside Fashion Marketing by Zalando Marketing Services
    enSeptember 01, 2022
    brand
    fashion
    crocs

    #26 How Levi’s achieved an 11% conversion rate with its 501 Icons campaign

    #26 How Levi’s achieved an 11% conversion rate with its 501 Icons campaign
    This week Andreas is chatting with Christian Weiss, Marketing Director North Europe at Levi Strauss & Co,  about Levi’s approach to branding and its recent 501 Icons campaign on Zalando. Levi’s has a long and extremely influential history in the denim category and is an industry leader when it comes to creating a strong brand and iconic pieces. Listen in to hear how the brand continues to win new customers with classic styles. Want to read about some other impactful Levi’s campaigns? Here’s one from last year which saw Levi’s sales increase by 111%.
    Inside Fashion Marketing by Zalando Marketing Services
    enAugust 18, 2022
    marketing
    brands
    jeans

    #25 - Behind the scenes at ZMS: Meet our Tech team!

    #25 - Behind the scenes at ZMS: Meet our Tech team!
    This week, Andreas is chatting with two members of our Tech team in order to give you a more personal understanding of who we are and how we work. Giving you a sneak peek behind the scenes to show you how we build top-tier marketing and advertising products for our partners are Deepak Nautiyal, Head of Product at Zalando, and Stephan Ziep, Head of Engineering at ZMS. Interested in joining the team? Check out our open positions here.
    Inside Fashion Marketing by Zalando Marketing Services
    enAugust 04, 2022

    #24 How ASICS achieved 14M impressions with its Paris and Hamburg Marathon influencer campaigns

    #24 How ASICS achieved 14M impressions with its Paris and Hamburg Marathon influencer campaigns
    The running category is a strategic and competitive one on Zalando, and ASICS have been demonstrating their prowess in this category for quite some time. Joining Adreas this week to speak about ASICS’ hyper local approach to marketing in the running category is Sharon Nanhoe, Channel Marketing Manager Running at ASICS, and Manuel Meyer, Zalando Account Director at ASICS. Curious to read more about ASICS’ excellent Paris Marathon campaign? Read all about here.
    Inside Fashion Marketing by Zalando Marketing Services
    enJuly 21, 2022
    fitness
    fashion
    sportswear
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