Users can click through the geolocated lookbook on Google Maps to discover and buy clothing. The pieces are worn by Spanish influencers in major cities such as Barcelona, Madrid, Malaga and Valencia. Billboards have also been erected in these cities, each of which features a QR code that can be scanned to reveal the location on Google Street View and specific fashion pieces chosen for each city.
‘Taking into account the pandemic, we wanted to make use of technology by moving the campaign to a virtual environment, hand in hand with Google Street View and Google Maps, reaching our consumers in a totally innovative and creative way,' explains Riccardo Vola, general manager of Southern Europe at Zalando.
In our macrotrend Community Commerce, we explore other fashion brands that are embracing unconventional online spaces like Google Street View, as a way to re-imagine the path to purchase as a Phygital Quest.