European electricity dealer Zalando push own brand shoe clothing

Absrtact: In addition to carrying out the online fashion business, Europe's largest fashion dealer, Zalando, operates two large warehouse-style shopping malls specializing in unsalable goods, with discounts of up to 70%. In addition, Zalando also launched its own brand clothing and shoes, its own brand probably

In addition to carrying out the online fashion business, Europe's largest fashion dealer, Zalando, operates two large warehouse-style shopping malls that deal with unsalable goods at a discount of up to 70%. In addition, Zalando also launched its own brand clothing and shoes, its own brands probably accounted for the total volume of goods sales of 10%-20%. Although the proportion is small, but the company reduces to other brands of dependence, and enjoy higher profits and visibility.

In order to deal with inventory, in 2012 Zalando in Berlin set up a warehouse-type discount store, designed to deal with seasonal and broken goods and allow online buyers in the days after the purchase of returns, although most customers will return in time, but a long return period means that some goods returned after not new. In May, Zalando set up a second physical mall in Frankfurt, after receiving a consumer welcome at the first discount store. This not only allows the middleman to deal with inventory directly, but also gives it the opportunity to cover the consumer groups that are unwilling to shop online.

Zalando in 2008, modelled on the American shoe-dealer Zappos model in Berlin, added the fashion category two years later and began to implement the inventory clean-up program. Zalando's name comes from Alando and the famous American website Zappos, its biggest investor is Germany's famous Samwer three brothers. After its establishment, Zalando quickly expanded to other European countries and won the support of renowned investment institutions such as Kinnevik and J.p.morgen. It is understood that in 2013 Zalando sales revenue has exceeded 1 billion euros.