Inside Fashion Marketing by Zalando Marketing Services
This podcast explores the evolving world of retail media and its impact on brand growth. Host Heike Lari, Director Partner Marketing & Consultancy at Zalando, shares insights from partners and internal experts on content-driven commerce. The episodes discuss how brands can move beyond reach and clicks to create genuine customer connections through shoppable moments and inspiration. It is produced by Zalando Partner Marketing Services, Zalando's 360-degree marketing unit.
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The future of retail media tech: AI, agentic commerce, and first-party data at Zalando
In this episode of *Inside Fashion Marketing*, you will discover exactly how artificial intelligence, advanced self-service platforms, and robust first-party data are transforming modern retail media from basic sponsored product listings into a powerful, full-funnel e-commerce growth engine. Host Heike Lari (Director Partner Marketing and Consultancy at Zalando Partner Marketing Services) sits dow
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.
How Karl Lagerfeld x Paris Hilton achieved a 123% sales uplift
What happens when a heritage brand meets a cultural phenomenon?
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 websit
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" - 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.
Unlocking next-gen growth with AI-powered retail media and Google
Join us for a landmark episode as ZMS welcomes its first ever media partner on the show, Dr. Jannika Bock, Managing Director Retail at Google Germany! She joins our host Heike Lari to unpack how the ZMS-Google collaboration is supercharging growth for fashion and beauty brands.
This conversation decodes the new era of AI-powered full-funnel activation, covering how they master the complex path fro
ZMS turns 10: A decade of retail media innovation
Step into a decade of transformation with Joanna Rogers, Managing Director of Zalando Marketing Services, and Andreas Antrup, former ZMS MD and host of this podcast, and now MD Zalando China, as they join Heike Lari to celebrate 10 groundbreaking years of ZMS.
From sketching Sponsored Products on a whiteboard to leading full-funnel, insight-driven campaigns for over 50 million customers - this ep
Live at OMR: L'Oréal, PVH, and Salomon building the love brands of tomorrow
Recorded live at our OMR Masterclass 2025 "Retail media reloaded: Shaping the love brands of tomorrow", this episode unveils the powerhouse panel with brand leaders Alma Lipa, CDMO at L’Oréal, Dunja Ehlert, Senior Director Sales eCommerce West at PVH, and Iwona Skolicka, Head of Marketing Strategic Accounts EMEA at Salomon.
Step into the new era of retail media, decoding the shift from clicks to c
What do I wear? Vans has the answer
Step into the piazza of possibilities with Chiara Grimoldi, Senior Marketing Manager at VF, with a focus on the iconic brand, Vans, as she joins Heike Lari to unpack Vans’ bold collaboration with Zalando’s “What do I wear?” campaign. From Sarah Jessica Parker swapping shoes to the Gen-Z style feed that took over a reimagined piazza — discover how authenticity, culture, and creativity shaped this s
Welcoming the Women in Retail Media Collective
Watch our first ever video podcast episode which was recorded live. We had the pleasure of hosting Emma Helsloot, Co-founder of the Women in Retail Media Collective, and some of their members on the 22nd floor of our Zalando office, with Berlin stretching out beneath us and the sun as the ultimate paid actor of the day. Join us for an inspiring talk where Emma and Heike tackled industry challenges
The new era of Inside Fashion Marketing - building the love brands of tomorrow
Kicking off a new podcast season with a lot of exciting firsts! Meet our new podcast host, Heike Lari, Director Partner Marketing & Consultancy at Zalando Partner Marketing Services, as she takes over from Andreas Antrup and unveils an expanded vision for the podcast. We’ll continue bringing you insights from partners and experts but will now also explore the full spectrum of retail media—includin
Ramping up customer engagement with PVH
We dive into Tommy Hilfiger’s recent “My Team” campaign, with Jasmin Bolouri, Director of Marketing for Europe West at PVH, joining Andreas for the last show of this season. Jasmin shares insider perspectives on the creative vision, execution, and strategy behind the campaign, offering a unique lens into how iconic brands stay relevant in today’s fast-paced world of fashion.
#42 Customer-centric marketing with Brooks
We've updated our product offering to bring you marketing services and tools that are even more customer-centric. Wondering what that means for brands like yours? Today, Andreas chats with Jamie Bacon, Marketplace Director at Brooks, to see how they've been working together with us to gather insights into their audience and approach their marketing strategy in a more holistic, full-funnel way.
An
#41 - Summer of sports: Connecting with customers!
Today's episode is all about the Summer of sports! With the football Euros and the Olympics just around the corner, Andreas chats with Joey Bernier, Head of Integrated Proposition Marketing Sports and Streetwear at Zalando about how you can leverage the momentum of the moment to connect with customers on Zalando.
#40 2024 outlook - be ahead of the game, on and off site Zalando
Let's kick off season 4 of "Inside Fashion Marketing" with episode #40 and our guest, Mark Rutten, who's Head of Sports & Premium Partner Management at ZMS. Mark and Andreas will guide us through a promising 2024 outlook, some of the initiatives that are planned, and what exactly brands should keep in mind for the upcoming year to be successful on and off site Zalando.
They're also talking about t
#39 - 2023 highlights and what 2024 has in store for us
In this final episode of the year, Andreas catches up with Heike Lari, Director Partner Consultancy & Propositions at ZMS, to have a look back on some of the incredible projects and results we achieved this year together with our partners. Tune in to hear Andreas and Heike unpacking ZMS-specific highlights, and looking at their crystal ball to give you some insights into what’s coming up in 2024!
#38 11.9M social media reach without booked deliverables - how to influencer event with Steve Madden
Today Andreas unpacks Steve Madden's influencer event secrets together with their very own Lisanne Stolk, Trade Marketeer at the shoes and accessories brand. Steve Madden not only used their latest influencer event in Berlin to create extraordinary and unique onsite campaign content but also generated enormous buzz on social media, without even booking any deliverables with the influencers. Tune i
#37 Developing cultural credibility with a new generation of values-driven shoppers
Today on the podcast, Andreas is delving into the captivating realm of values-driven branding strategies with Elena Cobo Arranz, Senior Consultant at ZMS Insights, who has been driving a large-scale study into exactly this topic. Danyang Yu, Team Lead of Consulting at ZMS Insights, will also provide a holistic perspective of how we leverage these insights at ZMS. If you've been curious about enter
#36.2 Strong partnerships: the secret to Levi’s® 150 year success
Tune in to part 2 of this two-part episode with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co.®, and hear all about what Levi’s® did to celebrate its 150 year birthday! Check out the case study here.
#36.1 Strong partnerships: the secret to Levi’s 150 year success
Today Andreas talks with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co. about how Levi’s has maintained its position as a denim classic for 150 years. The secret ingredient? Strong partnerships! Tune in to part 1 of this two-part episode and hear all about how Levi’s maintains relevancy in a volatile fashion landscape.
#35 Putting partners in the driver's seat with self-service
Today Andreas talks with Sema Saglik, Head of Performance and Self Service Solutions here at ZMS about our self service tooling for partners. We’ll be looking at how partners can steer their marketing campaigns independently and efficiently on their own; how some partners are adopting a hybrid approach with a combination of both managed and self-service support; and a quick product outlook at what
#34 ALDO's cross-category collaboration with L'Oréal increased new customers by +60%
Today Andreas talks to Pascal Parise, Vice President Europe Franchise & Global Wholesale at Aldo Group and Cindy Leclerc, Senior Marketing Manager, Wholesale EU at Aldo Group about something we haven’t discussed on the podcast so far, and that’s cross-category brand collaborations! Cross-category collaborations are marketing collaborations between brands from different categories such as fashion a
#33 How Esprit gained 24% new customers with its Sweet Escape campaign
In the episode with Esprit, Andreas talks to Nisrine El Ayadi, Strategic Key Account Manager, and Lisa Benninghoff, Teamlead e-Commerce Marketplaces about Esprit's journey to shift its brand perception among younger consumers and increase its overall brand heat. Enlisting the help of ZMS, our challenge was to create a campaign that brings Esprit back under the spotlight in Europe as a stylish, coo
#32.2 Putting the Street in Streetwear with the BVG and QS by s.Oliver
In this second part of our two-part episode with Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, we’ll be discussing the objectives, creative concept, media strategy and learnings from the recent collaborative streetwear campaign. Find out how the brands were able to connect consumers to their collection together with ZMS, and how we ca
#32.1 Putting the Street in Streetwear with the BVG and QS by s.Oliver
In the first episode of season 3, Andreas talks to Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, about the amazing collaboration between them and Zalando. In July 2022, the BVG, Berlin’s public transportation provider, launched its new seat cover pattern “Patterns of Diversity", an ode to the city's diversity. Out of these patterns, t
#31 Sold out in minutes: Reebok's exclusive zPlus sneaker drop with Maxplore
This week Andreas is speaking with Josephine Baaden, Reebok’s Account Manager at ZMS about Reebok’s sell-out success and the impact ZMS can have on a brand’s performance and branding. Recently Reebok dropped a limited edition of their cult classic–Club C 85, customized by Maxplore, one of Germany’s biggest sneaker customizers, exclusively on Zalando via zPlus. Maxplore used his innovative and sign
#30 Ellesse’s Fresh Perspective on all things Gen Z!
This week Andreas is speaking with Lucy Bentall, Marketing Manager at Ellesse about the brand’s inspiring campaign: “Fresh Perspectives”. The campaign spotlights Gen Z, showing how the younger generation has been shaped by a culture of speaking out on important issues. Tune in to hear all about the creative approach Ellesse took with ZMS, and how they found influencers that really embody the brand
#29 How adidas Golf expanded its customer base to Gen Z
This week Andreas is speaking with Bethany Ripley, Digital Marketing Manager at adidas Golf. Wondering how adidas gained 7K new customers in 2022 with ZMS? Wonder no more! This past July, together with ZMS, adidas Golf sent 3 influencers to the 150th anniversary of the Open Golf Championship in Scotland. The campaign created around this event aimed to expand the typical audience for golf-wear to G
#28 Cyber Week Insights Special
This week Andreas is speaking with Sarah Jin, Team Lead Insights Consulting at ZMS Insights, about how to use the Cyber Week period to improve your brand performance and win new customers. Cyber Week makes up a quarter of purchases and new customer acquisitions on Zalando in Q4, generating huge uplifts and also longer-term brand impact. Find out how you can attract and retain new customers during
#27 (2/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando
Welcome back to part two of our two-part episode with Crocs. This week Andreas speaks with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando - The Classic Crush! This was a zPlus campaign, meaning that zPlus customers who’ve signed up for early access and premium shipping were ab
#27 (1/2) - How Crocs achieved 153K+ clicks with an exclusive campaign on Zalando
In part one of our two-part episode with Crocs, Andreas is chatting with Davide Spinelli, eTail Digital Marketing Manager EMEA, and Priscilla Tran, Key Account Executive from the brand about Crocs’ recent exclusive zPlus campaign with Zalando - The Classic Crush! Listen in to hear all about Crocs’ brand history and their partnership with Zalando and how they go about reaching various target audien
#26 How Levi’s achieved an 11% conversion rate with its 501 Icons campaign
This week Andreas is chatting with Christian Weiss, Marketing Director North Europe at Levi Strauss & Co, about Levi’s approach to branding and its recent 501 Icons campaign on Zalando. Levi’s has a long and extremely influential history in the denim category and is an industry leader when it comes to creating a strong brand and iconic pieces. Listen in to hear how the brand continues to win new
#25 - Behind the scenes at ZMS: Meet our Tech team!
This week, Andreas is chatting with two members of our Tech team in order to give you a more personal understanding of who we are and how we work.
Giving you a sneak peek behind the scenes to show you how we build top-tier marketing and advertising products for our partners are Deepak Nautiyal, Head of Product at Zalando, and Stephan Ziep, Head of Engineering at ZMS.
Interested in joining the team
#24 How ASICS achieved 14M impressions with its Paris and Hamburg Marathon influencer campaigns
The running category is a strategic and competitive one on Zalando, and ASICS have been demonstrating their prowess in this category for quite some time. Joining Adreas this week to speak about ASICS’ hyper local approach to marketing in the running category is Sharon Nanhoe, Channel Marketing Manager Running at ASICS, and Manuel Meyer, Zalando Account Director at ASICS.
Curious to read more abou
#23 How Rituals educates and delights customers around its sustainable assortment
Sustainability is an increasingly important topic for customers, who are keen to shop responsibly across categories - including of course, beauty! That’s why this week Andreas is chatting with Niki Kauffmann-Schilling, Director Innovation & Sustainability at Rituals, to speak about Rituals’ recent Earth Week campaign and the brand’s excellent sustainability practices.
Curious to know more about
#22 How Vero Moda gained +442% followers on Zalando with an inclusive denim Homepage Takeover
With more and more brands embracing inclusive sizing, this week Andreas is chatting with Maria Bjerregaard, International Omnichannel Manager, and Henrik Matthiesen, Brand Director at Vero Moda’s parent company Bestseller about the brand’s Homepage Takeover on Zalando celebrating their inclusive denim assortment.
If you’re curious about values-driven marketing, inclusive sizing, and optimal cust
#21 How GAP achieved 40M Impressions with its “Untold Stories of Pride” campaign
This week on the podcast, we’ve invited GAP to speak to us about their incredible 2021 Pride campaign. For Pride 2021, GAP released a series of short video stories, showcasing LGBTQI+ activists who have fought for and changed our present. Hear from Kristine Pizzelanti, VP Marketing Store Experience & Licensing, and Jonathan Grail, Director Digital Marketing & CRM about how the brand worked with th
#20 (2/2) Win with Zalando: Selling direct-to-consumer on the Partner Program
In this second part of our Partner Program focused episode, Nacho goes a little deeper using case studies to illustrate how you can win on Zalando, regardless of size or budget. Keep listening to the end as well to hear his top tips for brands wanting to make the most out of Zalando as a direct-to-consumer channel!
Want to dive a little deeper into the PUMA case study mentioned in the episode? Ch
#20 (1/2) Win with Zalando: Selling direct-to-consumer on the Partner Program
This week, tune in to the first part of our two-part episode on Zalando's Partner Program! Andreas speaks to Nacho Royo Hernandez, Director of Partner Consultancy at Zalando about how brands selling through Zalando’s Partner Program marketplace model can optimize for success. For brands of budgets big and small, we’ve got helpful insights and actionable recommendations to help you cut through the
#19 - Behind the scenes at ZMS: Meet our Partner Consultancy team!
This week, Andreas is chatting with two of our Partner Consultants, who manage sales and consult partners, in order to give you a more personal understanding of who we are and how we work.
Giving you a sneak peek behind the scenes to show you how we work together with brands and retailers to bring about truly top-class marketing campaigns are Nada Essaber, Partner Consultant, and Victoria Stern,
#18 - How Mammut increased followers by 123% with their engaging approach to sustainability
This week Andreas is talking with Pia-Maria Laux, Digital Key Account Manager at Mammut, and Adrian Huber, Head of Corporate Social Responsibility at Mammut about how the brand managed to increase followers on Zalando by 123% with their engaging approach to sustainability.
To kick off their campaign, Mammut posed the question: “We’re living in an era of environmental activism, we’re aware that ou
#17 - Beauty brand 3INA: Skyrocketing performance, steered by data
This week Andreas is talking with Judith Clemente, Social Media Manager at 3INA, about how the small Spanish beauty brand optimizes customer engagement with data.
Hear all about 3INA’s performance marketing strategy on Zalando, how it reaches customers and leverages data to achieve maximum customer-centricity, and how it puts a focus on genderless and inclusive beauty, in particular in its “Gener
#16 - Win with Zalando: How to leverage key commercial moments
This week Andreas is talking with Anna Stewart Kenkel, Team Lead Commercial Development at ZMS, about how partners can increase visibility and performance, communicate their message to the right audience, and unlock organic visibility on Zalando.
With actionable recommendations, insights, and case studies, if you’re a Zalando partner wondering how to get the most out of your marketing - this is
#15 - The sisters behind oral healthcare brand vVARDIS share tricks for flawless branding along the customer journey
With International Women’s Day just around the corner, Andreas sits down with female-owned oral healthcare brand vVARDIS to talk about their incredible launch campaign with us last November.
vVARDIS' launch campaign excellently broke down complex topics - like oral care - into easily digestible, engaging and informative video formats along the customer journey. Listen to Dr. Goly and Dr. Haley Ab
#14 (2/2) - Reebok: How to use data to steer brand perception, activate lookalike buyers and stay top of mind
Welcome back to part 2 of our episode about how Reebok uses data in its campaigns for everything from launching new products to leveraging lookalike buyers. Josephine Walters, Brand Director at Reebok, and Jule Lutter, Brand Activation Manager at Reebok, talk about some of the ways Reebok uses data and how you can do the same with ZMS. If you missed part 1, here’s the link: https://bit.ly/3owfIF8
#14 (1/2) - Reebok: How to use data to steer brand perception, activate lookalike buyers and stay top of mind
It’s a new year and a new season of Inside Fashion Marketing. Kicking things off in part 1 of this two-part episode are Josephine Walters, Brand Director at Reebok, and Jule Lutter, Brand Activation Manager at Reebok, who speak to Andreas about how Reebok uses data to steer its brand perception and marketing efforts on Zalando.
Curious about how Reebok puts its data to use in its campaigns? Hold
#13 – Holiday Special: What did we learn in 2021, and what does 2022 have in store?
We’ve got a festive episode in store for you this week, where we’ll be looking back at all we learned during 2021, and looking at our crystal ball to give you some insights into what’s coming up in 2022 - for the fashion industry, for Zalando Marketing Services, and for season 2 of our podcast (hold tight)!
Andreas Antrup is joined by Diana Berte to unwrap some insightful audio parcels sent to
#12 Athleta: Expanding to new markets
Get to know creative ways of reaching new customers in Europe.
#11 Estée Lauder: Marketing for the Holidays
Learn how to create brand awareness before key commercial moments, Cyber Week and the holidays.
#10 Dermalogica: Launching a product with influencer marketing
Listen in to hear Dermalogica’s tips on influencer marketing and find out all about seeding campaigns!
#9 Karl Kani: Creating hype around collections with flawless branding
When it comes to building brand heat, few can do it like Karl Kani can. Listen now and learn why.
#8 Deep Dive: The Ultimate Guide to Cyber Week
With Q4 just around the corner, this week’s podcast discussion is about how to make the most out of the many sales events around this time, kicking off with Cyber Week!
Andreas is joined by Preethi Narayanan, Director of Partner Consulting at ZMS, and Christoph Dorsch, Head of Sales at TB International, who’ll be discussing how brands can leverage peak traffic moments on Zalando and beyond. Want
#7 Consumer Insights - What to do with data
Digital acceleration in the online fashion space is here to stay, meaning that data is increasingly a critical component of brands’ marketing strategies. Collecting data isn’t the tricky part, it’s what you do with the data that counts.
Listen in as Sarah Jin, Team Lead Brand Consulting at ZMS Insights, explains how you can leverage consumer insights to make better decisions, faster. Want to dive
#6 Inuovo: How a small wholesale brand started selling directly to consumers with incredible success
Listen to actionable recommendations on Direct-to-Consumer retail.
#5 TOMS: Fostering brand awareness around corporate social responsibility
Learn about TOMS’ authentic approaches to corporate and social responsibility
#4 The Ultimate Guide to Influencer Marketing
If you’re wondering where to start with influencer marketing, listen now to actionable recommendations and insider know-how.
#3 SNOCKS: Connecting to customers as a small brand on a big platform
How SNOCKS leveraged advertising and marketing to grow the brand to 25 million euros in sales in just 5 years!
#2 How brands are re-thinking customer connection online
Andreas talks to Diana Berte, VP Sales & Marketing at ZMS, about how the industry has changed and what predictions we can make for the future of #fashionmarketing.
#1 The North Face: Crafting campaigns around sustainability
Andreas talks to Sebastian Reinhard, Marketing Director at The North Face, about their holistic marketing approach for their latest upcycled collection - The North Face RENEWED by RÆBURN. Find out how they connect with outdoor fashion and sustainability conscious customers via their campaigans - from ideation and collaboration, to developing a strong data-driven approach, and knowing exactly who t
Inside Fashion Marketing by Zalando Marketing Services - Trailer
Inside Fashion Marketing by Zalando Marketing Services (ZMS) - the fashion marketing podcast with Andreas Antrup, Senior Vice President Advertising of Zalando and Managing Director of ZMS. Find snackable inspiration for fashion, beauty and lifestyle brands as well as retailers.
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