Berlin – With Generation Z audiences rapidly redefining luxury, the online fashion retailer is reaching this group with its interactive digital campaign, Luxury on Your Own Terms. Tapping into the video-first nature of Gen Z, the campaign includes a shoppable film series, The Life of Liberty, featuring characters wearing products from Zalando’s luxury collections.
Promotional TikTok content also forms part of the campaign, with diverse young creatives such as queer activist William Ernult acting as brand ambassadors. Here, Zalando is paving the way for a future in which tomorrow's luxury brands are built by young, social media-orientated consumers. ‘By 2025 it is expected that Gen Z and Millennials will conduct the majority of luxury purchases,’ says Anaheta Metghalchi von Berenberg, buying director at Zalando. ‘We are uniquely positioned to provide our customers… with an incredible cross-category offering in an online environment.’
Luxury on Your Own Terms shows how traditional pillars of luxury are being re-imagined by emerging generations, with heritage credentials no longer enough to win over consumers who choose brands based on their personal beliefs.
Strategic opportunity
To win over Generation Z, take cues from the entertainment sector to combine premium ideals with contemporary values. Prioritise engaging visuals and work with influential personalities who can express their values while promoting your brand
