ZALANDO

Zalando brings head-to-toe fashion and beauty to around 50 million active customers in 25 markets across Europe. They have over 15,000 diverse and brilliant colleagues in tech, fashion & beauty, logistics, and every other area of online retail. They're all working to do the same thing: reimagine fashion for the good of all.

In the digital landscape, building a consistent and recognizable brand identity is essential, yet the need to cater to multiple audiences and contexts calls for flexibility and differentiation. How do you create authentic experiences with diverse visual languages while staying true to your core brand?
This is the tension Leonie and Gerrit explore as they reflect on their approach and learnings after revamping one of Europe’s largest design systems to offer tailored solutions for special categories like Designer and a new editorial experience, “Stories”.

Zalandos Vision
Their vision is to build the pan-European ecosystem for fashion and lifestyle e-commerce. They want to be the first-choice online destination for customers, the first-choice destination for brands, and the first-choice career destination for professionals.

Who is Zalando?
Zalando Design is a diverse community of more than 150 product designers, content designers, and user researchers from nearly 40 countries. They're organized into over a dozen individual design teams, about half within the Zalando app & web division and half in other teams throughout the company.

What Zalando does
They combine empathy, science, and creativity to make engaging and joyful user experiences to ultimately reimagine fashion and lifestyle for the good of all. They leverage they diversity and curiosity to discover different cultural habits and operational processes to tailor the experience for each of Zalando's 25 European markets.