ZALANDO | Free to be
Helping a previously faceless online fashion retailer discover a confident identity as a liberator of self expression.
Zalando internal brand manifesto film. Footage isn’t rights-cleared so email for password to view.
Germany-based fashion retailers Zalando were amongst the first movers in the e-com revolution, with a reputation for range, reach, efficiency and reliability built over more than a decade.
However, as competition from other tech retail giants grew, they needed something beyond their ‘something for everyone’ proposition to build recognition, love and loyalty.
Digging beyond the warehouses and returns policies they had always been known for, we discovered a deeper purpose: To disrupt the fashion status quo - breaking style out of its historical urban centers, challenging its top-down flow, and making an essential tool of self-expression available to everyone, everywhere, of all budgets.
We evolved this insight into a brand platform - expressed through an internal film and brand book - that has since been used as the springboard for creative work by 180 Heartbeats/Jung v Matt, Weiden+Kennedy and Sunshine. Discover our work to launch Zalando Beauty here.
Liberation of fashion; liberation through fashion. Zalando. Free to be.
Agency: Sunshine
Role: Copywriter, creative