Annual Report 2016 Zalando
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05 Event
Communication
Done Right!

Event

From trade show to trend show: Bread&Butter had been an established trade show for some time. Following the acquisition of Bread&Butter by Zalando in 2015, the former trade show for industry insiders became a trend show for all. For the first time ever, Bread&Butter was open to the public. The event’s motto in 2016 was NOW: A reference to the digital, sharable and instantly shoppable collections presented at the culmination of the Autumn/Winter season.

Fashion loves music loves street style: Fashion is an essential element of people’s lifestyles today. So are music and food. We partnered up with Boiler Room, a music platform and pioneer in live communication, and style icons like A$AP Rocky in order to offer visitors the whole lifestyle package: The latest fashion, good music, excellent food and innovative technology.

Communication

The strategy: Zalando transformed a local event into a global experience by streaming fashion shows and musical performances in real time in the social feeds of our customers. We used augmented reality to present the latest looks before their official launch. We worked with influencers to inspire people worldwide. With live streaming still in its infancy, we put our best people on the case: A team of reliable social media experts with a thirst for knowledge and our enthusiastic techies, who made it possible to broadcast a live stream on Facebook to 15 countries simultaneously. A first!

The result: A total of 6.9 million fans followed B&&B live on social media, most of them from outside Germany. For three days, B&&B was a trending topic, with about 800 million media impressions overall. We ended up with satisfied brand partners who generated and used content in close cooperation with Zalando and more than 20,000 inspired real-life visitors. A success we will continue in 2017, with the second edition of our Bread&Butter.

FROM BERLIN TO THE WORLD

For the first time, Bread&Butter catered specifically to consumers. A great success – on every channel!

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