Fashion retailers are keeping a close eye on their sales in the run-up to Christmas amid waning consumer sentiment, with many already preparing for the autumn/winter 2025 shopping season starting in January. What is currently going well at Zalando and which trends will the online retailer focus on for women’s fashion in 2025?
Zalando’s Commercial Director Premium Nichole Strydom talks trends, fashion fatigue and chaotic personalization.
What are women currently looking for when shopping at Zalando?
Nichole Strydom: Analyzing demand for autumn/winter 2024, we see that consumers are trending towards bold statement pieces, particularly “stand-out” outerwear ranging from faux fur and sequins to fringe. Fashion is undergoing a major shift, especially in accessories. Fashion lovers are looking for excitement and opulence. One notable trend emerging is “chaotic customization,” which embraces extravagant, unique embellishments and personalization. A good example of this is the trend to shower your favorite handbag with charms, with brands such as Coach, Furla and Zadig & Voltaire.
Does this mean that the trend of ‘quiet luxury’ is disappearing?
Yes! 2025 marks a noticeable departure from the minimalist appeal of ‘quiet luxury’, as vibrant self-expression, a bold personality and individuality take center stage.
Do you perceive a kind of fashion fatigue among women?
Fashionistas are experiencing fashion fatigue caused by the overwhelming number of options available and are increasingly looking for inspiration for their personal style. At Zalando we respond to this with innovations such as the Trend Spotter tool, which was launched earlier this year as a new shopping experience. The Trend Spotter highlights emerging fashion trends in major European fashion cities, using data to put current trends in the spotlight.
Zalando also conducted customer research earlier this year while working on its brand positioning, which seemed to confirm this observation.
Our research showed that customers want to find a middle ground between feeling unique and belonging. They also strive for authentic self-expression: they want their look to reflect their personality. That’s why our new brand positioning, launched with the Autumn/Winter 2024 campaign “What should I wear?”, really focuses on the idea of strengthening our customers’ style confidence. Our latest holiday campaign builds on this idea as the universal question “What should I wear?” takes on new meaning during the holidays with so many different occasions to dress up for.
What item or trend sold well in 2024 and will remain relevant in the coming year?
“Sleek-Kicks”, or the polished sneaker, has become the winning style this season and will continue into 2025. This trend is complemented by the suede sneakers, the latest luxury must-have. New Balance, particularly through its collaboration with Miu Miu, is at the forefront of this trend with the sought-after pairs, while other brands such as Puma and Adidas are also popular, with styles such as the Speedcat and Sambas consistently selling out.
Another trend is “Diesel-Mania,” driven by the continued popularity of the brand’s cult-favorite 90s 1DR bag and the resurgence of distressed 90s denim. Denim culture is evolving, with bolder, sexy items emerging, from corsets to cropped and fitted jackets.
In 2024, changing weather patterns presented a challenge for fashion retail. How does Zalando deal with this?
Changing weather patterns have a major impact on demand forecasting and inventory management, often causing sudden spikes in demand and making it difficult to time seasonal purchases. Mixing seasons has become the new norm. At Zalando we operate a phased delivery system that adapts to these changes, allowing us to adjust orders as necessary and release small quantities of seasonal products to test demand. This is a continuous process of testing and learning.
With our extensive customer data and purchasing expertise, many of our brand partners rely on us for guidance in focusing on seasonal must-haves. Furthermore, with our broad customer reach, we have the opportunity to drive and revive trends as the weather changes.
Where are you looking for inspiration for the upcoming autumn/winter 2025/26 season?
The search for inspiration has evolved and although we spend less time at trade shows, we remain deeply focused on cultural relevance. The fashion market is driven by trend cycles that are influenced by both macro and micro factors, along with the adoption of the zeitgeist. To stay ahead of the competition, we anticipate customer shopping behavior, predict and optimize the lifespan of trends. Our partners at Highsnobiety also support Zalando in following trends. We know that consumers are increasingly looking for emotional connections with brands, which calls for strategies that emphasize authenticity. This shift, driven by the “creator influence” phenomenon, will be central to effective brand engagement and trend adoption going forward.
Are there any items or trends you are betting on for 2025?
For Spring/Summer 2025, key trends include the “Boho and Boudoir” aesthetic, characterized by lingerie-inspired pieces such as corsets, bralettes and hot pants, supported by the “underwear becomes outerwear” trend. We see the comeback of the 90s hobo handbag and mini-me handbags with a top handle. Over-accessorizing remains a concern with the spotlight on jewelry trends such as the double layer of iconic tennis chains & bracelets and logo-driven designs from Lacoste to Versace. In addition to sneakers, textile big bets include workwear with sustainable fabrics, raw finishes and oversized silhouettes. Another is the “Wild West” wave, inspired by country music, which introduces fringes, studs, embroidery and mixed materials with a strong denim-on-denim presence. As the transition to fall approaches, the “Tech Sport” evolves to include fitted polos, leggings, bomber jackets and reimagined trench coats for that sporty-chic look.
Has your purchasing process changed in recent years?
Yes, the purchasing process has evolved significantly in recent years. Digital tools now play an important role in the way we purchase, especially with advances in data analytics. We rely heavily on digital tools for trend forecasting, inventory management and analyzing customer data to drive purchasing decisions.
But we take a hybrid approach as there are still aspects that require hands-on involvement, such as visiting suppliers or showrooms for personal meetings, researching materials, size and fit analysis and understanding the quality of products. We design and co-create a large part of our range that is exclusive to Zalando and this requires a high proportion of face-to-face interaction.
How does product replenishment at Zalando currently work and to what extent is this automated?
We pride ourselves on having a best-in-class automated replenishment system that ensures effective demand planning, ensuring healthy and robust inventory management. We are able to remain flexible and respond quickly to demand peaks.
Can you give an example to illustrate the autocomplete?
When a style is trending, our automated replenishment system detects the increase in demand, analyzes inventory and sales trends and triggers a reorder. This ensures we meet demand, maintain customer satisfaction and optimize sales without overstock.
Finally, will you increase or decrease your budget for next season?
Zalando’s growth strategy prioritizes differentiation through quality, with the aim of offering customers the best possible shopping experience in fashion and lifestyle. While I cannot reveal our budget details, I can say that we are committed to driving sustainable growth by strategically allocating our budget.
Note: This interview was conducted in writing.
This article previously appeared on FashionUnited DE. This article was translated by Caitlyn Terra using an AI tool called Gemini 1.5 .
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