Zalando was founded in 2009 by the German company incubator, Rocket Internet, as an online shoe retailer. The first-mover’s concept of selling shoes online was widely unknown in Germany at the time.
Innovative advertising spot to explain the concept and increase sales as part of a highly efficient campaign. Mass market stimulation with commercials partly adapted towards different target groups.
Establishment of a mass market for online shoe retailers. Market leader with over 95% brand recognition. Successful IPO.