Unpicking Zalando’s Shift Towards Streetwear

With the launch of ‘Zalando Street,’ the European retail giant is fine-tuning its proposition.

Fashion 
5,539 Hypes 3 Comments

If you’re outside of Europe, Zalando might not yet be a household name. Within Europe, though, it’s a retail behemoth. Its numbers are undeniably staggering: serving 46 million customers across 23 markets, it dwarfs pretty much every other retail presence on the continent.

Until now, its menswear positioning has been broad-ranging and eclectic, encompassing everything from Moschino tees to classic tailoring. Last week, though, the retailer announced a change of focus.

Under the title ‘Zalando Street’, it plans to offer greater prominence and space to its growing portfolio of street brands. That will include long-standing stalwarts like Carharrt WIP and The North Face, alongside newer fixtures: Yeezy, of course, will be well represented. But it’ll also include specialist brands from the worlds of basketball, skateboarding, and outdoor, including Etnies, Santa Cruz, HUF, and Obey.

Marius Brintrup, the retailer’s Head of Buying Men Shoes and Accessories, views the move as an acknowledgement of the dominance of streetwear brands within all aspects of men’s fashion. “We aim to be the brand that makes every customer feel represented within our offering,” he says. “Streetwear has become a cornerstone of the fashion industry and is part of a global culture.”

It’s also, of course, a highly competitive and saturated market. The last decade has seen countless brands, from mass-market to luxury, trying to align themselves with streetwear subcultures in order to gain cultural cachet. And the streetwear audience can be frosty, at best, towards new arrivals.

 

View this post on Instagram

 

A post shared by Zalando Street (@zalando_street)

It’s a challenge that Brintrup is aware of. The answer, for Zalando, will be through close collaboration with authentic figures from that world. “Streetwear is a layered fusion of subcultures,” Brintrup says. “So we’ll adopt a collaborative nature that sees us work with those at the forefront of this movement.” To that end, its newly-renamed Instagram channel will play host to a digital magazine, inviting contributions from a diverse roster of cultural figures. “We want to talk to our customers in the most authentic language,” Brintrup says.

In the near future, Zalando has teased that audiences can expect “hot drops, limited edition products,” and a slate of as-yet-unannounced exclusives. Its brand roster will also grow, as it brings in a wider assortment of names. The ambition, as Brintrup puts it, is to become the “starting point” for men’s fashion. Watch this space, and their site.

Read Full Article

What to Read Next

Zalando Street Launches "Go Noticed" Campaign
Fashion

Zalando Street Launches "Go Noticed" Campaign

Featuring creatives from across Europe.

Zalando Unveils Latest Edition of its Streetwear-Focussed Digital Magazine
Fashion 

Zalando Unveils Latest Edition of its Streetwear-Focussed Digital Magazine

Presented by Zalando
Exploring Amsterdam’s thriving music scene.

The Netherlands’ Music Community Present This Issue of Zalando Street
Music 

The Netherlands’ Music Community Present This Issue of Zalando Street

Presented by Zalando
Hear how its city’s multiculturalism influences their sound, style and creativity.


Barcelona's Skateboarding Community Tours the City's Enchanting Skate Spots
Fashion 

Barcelona's Skateboarding Community Tours the City's Enchanting Skate Spots

Presented by Zalando
For issue 3 of Zalando Street.

Maison Kitsuné Elevates PUMA Staples With Parisian Sophistication
Fashion

Maison Kitsuné Elevates PUMA Staples With Parisian Sophistication

Including reimagined takes on its Suede Crepe and Mirage Sport sneakers.

DJ Khaled Launches Global Chicken Wing Delivery Restaurant
Food & Beverage

DJ Khaled Launches Global Chicken Wing Delivery Restaurant

Another Wing is now available in over 150 cities, and can even be delivered by jet ski.

Head Outdoors With Columbia’s Functional FW21 Collection
Fashion

Head Outdoors With Columbia’s Functional FW21 Collection

Captured by Cumbria-based retailer Working Class Heroes.

Digging for Gold: Ghana Kumerica
Music 

Digging for Gold: Ghana Kumerica

A primer on Ghana’s buzzing drill scene.

Give the Gift of PLANET ARIES This Christmas
Fashion

Give the Gift of PLANET ARIES This Christmas

Aries’ Christmas Gift Shop returns with reissues of its Hillier Bartley jewelry, a new Cremate incense capsule, and other goods.


Très Bien Utilizes Tailoring Techniques and Sportswear Silhouettes for FW21 ATELJÉ Collection
Fashion

Très Bien Utilizes Tailoring Techniques and Sportswear Silhouettes for FW21 ATELJÉ Collection

Focusing on pleats and folds for this season.

Berghaus’ FW21 Dean Street Collection Is an Alpine Adventure
Fashion

Berghaus’ FW21 Dean Street Collection Is an Alpine Adventure

Curated alongside London vintage retailers Duke’s Cupboard.

'Forza Horizon 5' Becomes Largest Xbox Game Studios Release With 4.5 Million Players
Gaming

'Forza Horizon 5' Becomes Largest Xbox Game Studios Release With 4.5 Million Players

Boasting three times the number of concurrent players as its predecessor.

Nike's Latest Dunk Low Is the Epitome of Fall
Footwear

Nike's Latest Dunk Low Is the Epitome of Fall

The women’s exclusive is dressed in a “Bronze Eclipse” colorway.

'Fortnite' Accidentally Gives Players The Game's Rarest Item
Gaming

'Fortnite' Accidentally Gives Players The Game's Rarest Item

Known as the Axe of Champions.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.