Zalando has cut around 250 marketing and communications roles, replacing staff with algorithms and artificial intelligence (AI).
The Berlin-headquartered business said the cuts form part of a new strategy to “integrate marketing functions into the Zalando fashion store teams” and drive a “personalised customer approach and AI driven marketing solutions”.
Outside of the cuts, some jobs will be moved to its new structure but “in a reduced scope”.
As part of the changes at the etailer, it will create a dedicated personalised marketing department comprising product managers, marketing domain experts, software engineers, data and AI scientists.
It will also combine its creation and production teams under its Zalando Studios banner, and set up a new department, called Creative Lab, to focus on collaborations.
It added: “We carefully considered this decision and we will make sure to find individual solutions for everyone affected by these changes. We are also providing every individual that eventually leaves the company with comprehensive assistance throughout the process.
“Apart from this decision, which surely hasn’t been an easy one, the realignment of our marketing teams will help us set the tone for the modern fashion industry and offer even smarter, more personalised and integrated solutions to our customer – who are and will always be at the centre of our story and for whom we will continue to reimagine our business.”
The news comes after Zalando said it is aiming for sales growth of 20-25% in 2018, and expects to create around 2,000 jobs, adding to an existing staff count of 15,000.