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HomeFashionZalando Focuses on ‘Emotion,’ Storytelling With New Appointment – WWD

Zalando Focuses on ‘Emotion,’ Storytelling With New Appointment – WWD


LONDON — Zalando has named Morten Grubak to the newly created position of vice president of inventive course. The retailer stated he shall be answerable for the overarching feel and look of the Zalando model, the client journey, and all shopper touchpoints.

Grubak joins Zalando from the Vice Media group, the place he headed the World Innovation Lab of the Advantage company. 

Zalando stated that underneath his management, Advantage launched “industry-defining work on the intersection of tradition and expertise.” At Advantage, Grubak labored with main worldwide manufacturers and organizations and in addition coauthored The Screenwear Paper, a worldwide report on shopper perceptions of digital items.

He’ll be part of Zalando on Oct. 1, and report back to Anne Pascual, senior vice president of product design. 

Pascual, who oversees design, advertising and marketing and content material at Zalando, stated Grubak’s appointment is a part of an ambition “to make Zalando an emotion- and story-led model, and a vacation spot the place prospects get impressed. Morten brings a powerful inventive observe report, with lots of his initiatives being acknowledged as groundbreaking throughout the {industry}.”

Grubak’s appointment comes forward of Zalando’s launch of a luxurious boutique-style area, just like a designer ground in a division retailer, however on display screen.

As reported, the brand new area will open within the fourth quarter of 2023 and have an “elevated, clear feel and look,” in accordance with Lena-Sophie Roeper, Zalando’s director for designer and luxurious.

The corporate has plans so as to add new manufacturers to the area, though it has not specified any names.

Zalando already has a high-end supply, and carries round 300 up to date and luxurious labels. It shares names reminiscent of Missoni, Marni, Victoria Beckham, Roksanda, Erdem and David Koma. It additionally launched an unique capsule assortment with Paco Rabanne (now Rabanne) in April.

“We see it as a luxurious ground of our digital division retailer, an ecosystem the place prospects get impressed and luxurious manufacturers really feel at dwelling,” Roeper stated throughout an interview at Copenhagen Trend Week over the summer time.

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