WARSAW, POLAND – Zalando, the leading European fashion and lifestyle platform, launches Valentine’s Day campaign Exchange the clothes after your ex on Zalando Pre-Owned. The campaign, developed to the Polish market, will also be adapted to the German market.
Breakups can be tough, and it is often easier to say goodbye to a loved one than to their belongings that stay in the closet long after the breakup, evoking both good and bad memories. This year, Zalando shows that Valentine’s Day is a not obvious, but ideal opportunity to put things in order and give them a second life. For this purpose, the platform has prepared a dedicated campaign showing three love stories and what, under the influence of emotions, the heroes do with the clothes of their former partners. Getting rid of them in a reasonable manner proves to be as difficult as the break up itself. Instead of throwing clothes away, Zalando Pre-Owned offers the possibility of extending their life for the sake of the planet, guided by the principles of circularity. In this symbolic way, the platform tries to educate consumers about the effects of getting rid of clothes without keeping to the rules of sustainable fashion, changing their habits and encouraging them to make more conscious choices. By enabling Zalando customers to give their clothes a second life directly on the platform, the Pre-Owned range makes a major contribution to do.MORE’s sustainability strategy, supporting the goal of extending the life of 50 million items and eliminating single-use plastics by 2023.
“Through our unusual Valentine’s Day campaign, we want to increase customer awareness of Zalando Pre-Owned and encourage them to take advantage of the offer in this category. We want to show that exchanging clothes in a more sustainable way is possible both on Valentine’s Day and throughout the year. Thus, we want to motivate our customers to make more conscious decisions and to act together for the benefit of the planet. ” says Dawid Pożoga, Regional Lead for Poland and the Czech Republic in Zalando.
With Pre-owned, customers can easily exchange items directly on Zalando, benefiting from the guarantee of unparalleled shipping convenience, multiple payment options and free returns. Thanks to the updated wish-list function, customers can easily manage their wardrobe and view all the items they have bought on Zalando, as well as add items bought elsewhere, running the exchange process in just a few clicks. After the transaction, customers can choose whether they prefer to receive a Zalando Gift Card of the appropriate value or whether they want to donate funds to support two partner charities: Red Cross or WeForest. All used items on Zalando are quality checked and become an assortment available to millions of customers. In line with Zalando’s sustainability policy, all Pre-owned orders use plastic-free recycled paper packaging.
The main element of the campaign is a video directed by Krzysztof Grajper. The film – voiced by the artist Rosalie – is directing viewers to a special hub on Zalando.pl, where customers can learn how to give clothes a chance for a new life in a few simple steps. The film is supplemented with photos taken by Gosia Turczyńska and educational materials that will premiere on Valentine’s Day. To further encourage consumers to break away from troublesome souvenirs from the past, the campaign will be supported by a group of influencers who will explain on their channels how the Pre-Owned category works on Zalando.
The campaign was created in cooperation with the 180heartbeats + JUNG v. MATT agency and will be published on Zalando’s own channels (including social media, a dedicated hub on Zalando.pl, newsletter and application), as well as supported by PR activities and online media. The campaign, initially dedicated to the Polish market, will also be adapted to the German market.
