Zalando enters pre-owned category with autumn launch
Zalando is to launch into the pre-owned market this autumn and is targeting both customers who want to shop pre-owned articles and "those who wish to give their items a new life by selling”. It will launch in Germany first and will cover the women’s, men’s and kids’ segments.
Torben Hansen, VP Recommerce, said: “As with any other category like Sport, Shoes or Accessories, Zalando customers will now be able to click on our Pre-Owned category and shop unique items that previously belonged to other Zalando customers. If they have something specific in mind, they can search for products with a filter option in the shop.
“Customers will also be able to sell their items to Zalando where, after a quality check, they will become available on the fashion store. The view is to make selling as easy as buying, and we think this comes pretty close.”
Hansen added that its Wardrobe app and six-month pilot of an offline Zircle store in Berlin allowed it to test the waters with pre-owned fashion, “and we discovered that it resonated well with consumers. Wardrobe, for example, has a six-digit customer base, despite only being available in Germany for women’s fashion. With these learnings over the last two years, we’re now ready to scale our offering at a time that feels relevant”.
SVP Product Design, Anne Pascual, said that pre-owned is a clear trend with the company having noticed that customers are increasingly in search of pre-owned items, whether for reasons of sustainability or to find a unique piece.
And “decluttering is now part of the fashion conversation, and customers are in search of innovative ways to do so,” she explained. “For us, it’s about following or anticipating trends, but it’s also about adding another dimension to Zalando: becoming that Starting Point for Fashion for everyone. Whatever you want, whoever you are, however you want it. Pre-owned feels like a natural addition in that case”.
The pre-owned shopping experience will replicate that of buying new and will include the firm’s 100-day free returns.
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