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Zalando wants to sell more in Italy

Zalando is trying to gain some more ground in Italy. The German e-retailer is trying to do so by opening several pop-up stores, which should attract high street customers to the online shop. Recently they opened a pop-up store in Milan and now this initiative will be repeated in Rome.

The pop-up store is kind of the first time Zalando took this approach. It had opened one in Berlin a few months agon, but only clothes of their private label Zalando were being sold. Now in Italy they sell items for Spring and Summer 2013 of the Zalando Collection, Diesel, Guess, Marc Jacobs and Benetton among others.

Giuseppe Tamola, country manager of Zalando Italy, explains their success by saying they implemented an ad hoc strategy, based on actions online and offline. “I am referring to our television campaign, the work on social media, 500 partnerships with brands such as L’Oreal and Kellogg’s, an internet shopping booklet in newspapers and the print magazine we published in Italian.” All this led to the fact that Zalando was the most clicked fashion brand on Google Italy last year.

All the same Italy is an upcoming market. Only twenty percent of the people buy online, whereas in Northern Europe this is about 70-75 percent. So there is still a lot of growth possible in Italy. By taking good care of things like customer service and guaranteeing a high level of customer satisfaction, and combined with the effort Zalando traditionally puts in their marketing campaign, this shouldn’t be that hard…

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