Driving Growth at Europe’s Largest Online Retailer

Driving Growth at Europe’s Largest Online Retailer

Design Thinking Case Study #4: Zalando in collaboration with IDEO, Europe

Zalando has become one of Europe’s most dynamic online fashion retailers. They have experienced rapid growth. However, knowing that stagnation will result in being left behind, they decided to formulate a plan to stay ahead in the online fashion market.

The Challenge

Consideration of the future of the company in a market where competition is growing quickly. Zalando needed “…to make systemic business shifts, like building better experiences for customers and balancing operational excellence and execution with innovation.”

Zalando’s co-founder and CEO Robert Gentz realized that building a Design Thinking team would increase opportunities for excellence in the company. Gentz brought together a team of design experts and Zalando employees in Berlin. There they created an innovation lab, called The Studio.

A mission statement emerged. “Zalando exists to reimagine fashion, for the good of all.” To help launch the new ideology, a 5-day “Festival of Purpose” was held for the Zalando team members at the company’s headquarters and satellite locations. Long-term plans were instituted to create a shared plan that the leaders and team members could rally around.

The Outcome

The Studio achieved immense success in designing and prototyping at rapid speed and with impressive agility. They’ve rolled out programs around digital tools and mobile apps to connect with online influencers and to remain a market leader. Zalando is “…making good on the company’s vision of reimagining fashion, for the good of all.”

The Edge360 is a multidisciplinary creative team. We thrive on creative problem-solving. Magic happens when an audience feels an affinity with a brand or organization.

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