Vice-president of womenswear at Zalando, Dalbir Bains, has encouraged retailers to personalise the experience shoppers get in different markets, rather than changing products on offer.
Speaking at the Drapers Fashion Forum 2015 this morning (November 19) at 30 Euston Square in London, Bains said 80% to 90% of Zalando product is available in all markets, and only a small percentage are tailored for specific markets.
“We are available in 15 European markets but it’s not about localising the product for each of them – it’s about localising the experience through the country teams on the ground.”
She continued: “Local teams have the inside track: they know what payment terms shoppers prefer, what will work for marketing, who the influencers are, use that information.”
Bains said 60% of Zalando sales are now outside its home market in Germany. The breath of brands stocked by the etailer allows it to attract a wide range of shoppers across Europe.
“We are a German brand and that is a large part of our business. Our German shoppers are quite conservative and want mainstream casual product. However, our second-largest market, Switzerland, is very fashion led. They buy into our more premium brands. Our range of products allows us to be different things in different markets.”