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A recent update to the platform is the talent profile pages or what Pascual is terming “tastemakers” profiles: people who share content and products and with followers but aren’t social media influencers in the traditional sense but have cultural creditability within Zalando’s sphere, be they photographers, chefs or makeup artists.
She defines the audience for Stories on Zalando as the “cultural consumer,” where fashion is more than clothing, people who would see themselves as “fashion enthusiasts.” Pascual is clear that this strategy isn’t about finding a new target audience. “It’s this clarity around who we are focusing on and why we are the right offering and right destination for the enthusiast.”
The last three years, Pascual has been working to connect the design, marketing and content teams to build one Zalando brand. The results? “One holistic Zalando brand with different touch points but with an emerging red thread in the way we show up and how we are perceived.”
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Publish date : 2024-10-01 17:00:00
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