Fashion is closely related to the place where their garments are presented or for which they are destined, for example, haute couture and catwalks in Paris, New York or Tokyo. In the case of urban fashion, its catwalk and its source of inspiration are the street, the culture and the dynamism linked to them. That is why the crisis of Covid-19 and restrictions of derived mobility supposed a heavy blow to this marketpreventing companies from unveiling their new collections or finding inspiration on the streets.
However, in some cases this limitation meant a opportunity for innovation. Or at least, that’s how it turned out for who beyond the problem knew how to find the commercial vein and thus reflected it in his last campaign, Street It Allwhere urban fashion returned to the streets even without being present.
Street It All, a way to bring fashion to people even in the distance
Zalando is one of the fashion eCommerce stores with the greatest impact on the Spanish market, standing out mainly for its urban clothing collections. That is why the company needed totally reinvent your marketing strategy when presenting new collections during the pandemic. That’s how the idea for Street It All came about, a fashion campaign carried out in virtual streets.
Thanks to a joint effort with Ogilvy, a British advertising agency, the brand managed to bring the latest collection of urban clothing directly to its consumers through the streets, but in a completely digital plane. To do this, fashion eCommerce used the Google Street View platform to generate the first 360º virtual look book located in this application, an unprecedented strategy in the market.
As it explains Riccardo Volageneral manager Southern Europe and Zalando gift cards, “With ‘Street It All’ we wanted to vindicate the importance of streetwear today, which has become one of the most important movements in fashion (…) Taking into account the current pandemic, we are transferring our streetwear campaign to a virtual to reach our consumers in a totally innovative and creative way. We did it hand in hand and Google Maps for being an existing and world-renowned technology among consumers”.
Virtual streets where you can buy the latest in urban clothing
With this campaign, Zalando not only took advantage of the Google Maps tool as its showcase or digital gateway to publicize its collection, but also turned it into a interactive space for shopping. Through a created on its website, users can access the lookbook that shows several of the most relevant sites in the urban culture of Madrid, Barcelona, Valencia and Malaga.
In addition, the platform allows you to make purchases directly through the images displayed on the map, by clicking on the garments worn by the models in each location.
To boost the reach of the digital campaign, Zalando also launched external advertising distributed throughout Spain in QR format which, when scanned, took users directly to the various sets in the collection.
The Street It All campaign managed to get more than 96,000 views in Google Maps just two weeks after its launch and obtained more than 12,500 scans, exceeding any expectations set by the company. This led Zalando to record highs in brand impact, awareness Y .
With this successful campaign, the fashion marketplace not only opened the doors to eCommerces to implement a new advertising formatbut left a great learning for marketing workers: through a better understanding of the audienceit is possible to create a great campaign.
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