Inside Fashion Marketing by Zalando Marketing Services

From Inspiration to “I do”: How Pinterest turns trends into real-world events

Pinterest turns wedding inspiration into real-world impact - blending cultural insight, creativity, and commerce. Dive in with Vesselina Markova-Kauffmann, Director Retail at Pinterest, as she unpacks how weddings are evolving into immersive, emotional “worlds” - and why trends like Rooted Romance, Ethereal Shimmer, and Messy Coquette are shaping the next wave of consumer behavior. From digital discovery to live experience, this episode reveals how brands can show up earlier, connect deeper, and win the moments that truly matter.

How Karl Lagerfeld x Paris Hilton achieved a 123% sales uplift

What happens when a heritage brand meets a cultural phenomenon? In this episode of Inside Fashion Marketing, Heike Lari (Director Partner Marketing at Zalando) sits down with Mirjam Schüle (SVP Marketing at Karl Lagerfeld) to dissect the "From Paris with Love" campaign. Discover how the brand leveraged the "Star Power" of Paris Hilton to drive record-breaking engagement and sales across Europe. Key Takeaways: * The Original Influencer: Mirjam explains why Paris Hilton was the top choice from a list of 80 talents, citing her as the first person to build a digital personal brand, much like Karl Lagerfeld himself. * A Deep Heritage Connection: This wasn't just a paid endorsement; Paris Hilton has been a fan of Karl for years, often wearing his signature fingerless gloves in her DJ sets and learning branding tips directly from the master. * Staggering Campaign Results: The collaboration drove a 123% increase in sales during the launch and a 50% boost in Product Detail Page (PDP) views on Zalando. * The "Thumb-Stopping" Reveal: Learn about the creative strategy behind the "reveal" moment, where Paris Hilton was first shown from behind to mimic Karl's iconic silhouette, creating immediate consumer intrigue. * Cross-Generational Reach: Known as the "Queen of Y2K," Paris Hilton allowed the brand to connect with a diverse demographic ranging from ages 15 to 60. * Aufzählungs-TextInside the Maison: A preview of the follow-up summer campaign, "Sliving in the Maison," featuring Paris Hilton at Karl Lagerfeld’s historic office on Rue Saint-Guillaume. Learn more about Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing [https://partner.zalando.com/services/marketing]

The 2026 retail media playbook

Retail Media is everywhere. But the basics? Often blurred. In this season opener, Heike Lari breaks retail media down to its core. What it is, who it’s for, and why it’s a full-funnel growth engine, not just a lower-funnel sales tool. From ROI vs. ROAS to awareness, consideration, and conversion - this episode gives you the shared language and KPI clarity every brand needs. Check out our website [https://partner.zalando.com/services/marketing] for more insights.

Kiri Masters on what’s next in retail media: US vs. Europe & the 2026 edge

Tune in to our last episode of the 2025 season to hear Kiri Masters - retail media industry expert, columnist, and podcast host of "The Retail Media Breakfast Club" [https://www.retailmediabreakfastclub.com/] - discuss all things retail media with us. Heike and Kiri talk about what has changed in the past year in the retail media sphere, what we might see coming in 2026, and differences between the US and Europe.

Crocs on turning entertainment into engagement at every touchpoint

Crocs and ZMS turn inspiration into impact - fusing cultural pulse, bold storytelling, and live moments at our Brand Experience Hub. Dive in with Yann Le Bozec, Group VP & Head of Marketing at Crocs, as he reveals how entertainment-led campaigns spark true connections and scale brand love. The most recent example he brings: Their collaboration with The Elevator Boys.