The better we know our consumers, the more we can tailor our services to their needs. Using Facebook insights, Zalando’s advertising unit Zalando Media Solutions is taking new approaches to personalized marketing.
Smart solutions
for the digital age
From television commercials and banner ads to billboards and printed advertisements, there are many ways to reach consumers. The question is how to make sure you are addressing exactly the right target audience. This is where our experts from Zalando Media Solutions (ZMS) come in. We combine technology and our knowledge of the fashion business with marketing expertise to connect consumers and brands in order to develop effective marketing measures.
We made another leap forward in this area in 2017, harnessing the possibilities of big data and breaking new ground when it comes to market research. By analyzing patterns within Zalando purchase data from more than 23 million Zalando shoppers and their transactions, we were able to identify seven key customer segments: the zTypes.
Cross-matching data from
more than 23 million Zalando
shoppers with
31
mactive Facebook
users
They range from “Hip Poppers,” the youthful mainstream, to the “Cultured Elite,” who are on the lookout for a sophisticated and individual style. These segments were cross-referenced with data derived from 31 million active Facebook users to help us understand people’s likes, interests, and social activities – all in anonymized form and in compliance with data protection law. This methodology gives us a detailed insight into the psychology of our customers.
Hip Poppers are teenagers and young adults who like to stick with their herd.
Their style is informed largely by mainstream popular culture, and they buy clothes that help them go with the flow rather than trying to surf the trend wave.
Hip Poppers are teenagers and young adults who like to stick with their herd.
Their style is informed largely by mainstream popular culture, and they buy clothes that help them go with the flow rather than trying to surf the trend wave.
Hip Popper girls shop for clothes that are fun, feminine, but don’t cost a fortune. That means PVC instead of leather and glitter instead of diamonds, but no cutting corners when it comes tosex appeal!
From mainstream pop to makeup brands, Hip Popper girls are moved by modern mass-market culture in all its forms. They love watching fashion shows, but they’re more likely to tune in on their mobile device than the TV.
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Male Hip Poppers are less fashionable than their female counterparts. Graphic tees, hoodies, entry-level sneakers, and low-priced jeans are all staple items in their wardrobe. (Skateboards are optional).
Male Hip Poppers spend a lot of time discussing football, watching sitcoms, and playing video games. When it comes to role models, whether on screen, on the pitch or on stage, they look up to traditional masculine strongmen.
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Street Snobs are the peacocks of the scene.
They like to stand out, they pay closer attention to shifting fashion trends, and they will gladly spend the extra cash required to keep their wardrobe looking fresher than the rest.
Street Snobs are the peacocks of the scene.
They like to stand out, they pay closer attention to shifting fashion trends, and they will gladly spend the extra cash required to keep their wardrobe looking fresher than the rest.
Street Snob girls live by one rule: ‘Look At Me’. From trendy sportswear to eye-catching statement pieces and super sharp shoes, they always make an effort to look anything but ordinary.
Female Street Snobs are a visually driven group who live for Instagram. While they’re proud to have more alternative music tastes, they’re not above indulging in a bit of mainstream TV drama.
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Street Snob guys like their style crisp, colourful and covered in logos. They spend a lot of money on footwear, which means you’ll find them in nothing but the very hottest sneaker heat all year round.
While they still share the Hip Poppers‘ love for comedy, football and video games, male Street Snobs have a greater passion for style and brand culture, along with an interest in electronic music and festivals.
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Fresh Families are young parents who aren‘t ready to give up on their appearance just yet!
While their budget constraints mean they shop from the more affordable end of the spectrum, they still know how to show off a bit of style.
Fresh Families are young parents who aren‘t ready to give up on their appearance just yet!
While their budget constraints mean they shop from the more affordable end of the spectrum, they still know how to show off a bit of style.
Fresh Family mums understand that comfort and practicality are important – but so is looking good! They mix items like skirts and playsuits with trendy bags and shoes for an easy-breezy kind of chic.
With young kids to take care of, Fresh Family mums don‘t have a lot of time for cutting-edge culture. In its place you‘ll find primetime TV, celebrity gossip and plenty of parenting advice groups.
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The Fresh Family dad doesn’t want to look sloppy (even if he lives most of his life in sweatshirts and sneakers!) That means he goes for classic style that works everywhere from the office to the kindergarten.
Sport is king in the Fresh Family dad‘s world. When he‘s not watching 11 men kick a ball around a field, he likes to get stuck into some DIY before relaxing with some blockbusting TV drama.
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Modern Mainstreamers are everyday shoppers who feel that looking good doesn’t have to break the bank.
Their style is contemporary and open to change, but they prefer to buy into trends via major store brands than through expensive known brands.
Modern Mainstreamers are everyday shoppers who feel that looking good doesn’t have to break the bank.
Their style is contemporary and open to change, but they prefer to buy into trends via the high-street than through expensive known brands.
Modern Mainstream women stay smart and sexy by mixing up simple staples with more trend-conscious pieces. While their style is never going to be the loudest in the room, they still know how to turn a few heads with their outfit.
Whether it’s cute guys with guitars, romantic comedy stars, Saturday night comedians or family-friendly food bloggers, the Modern Mainstream woman loves all things clean, pleasant, and unashamedly commercial.
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Male Modern Mainstreamers go for a cool-but-conventional look built from lots of interchangeable staples. That means easygoing jeans and chinos, basic base layers, simple shoes and a smart jacket to give it a little flair.
Just like their female counterparts, Modern Mainstream men have somewhat sanitized tastes. That means they like their rap music less aggressive, their men’s magazines not too explicit, and their comedy not too offensive.
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Preppy Strivers are career-driven young professionals that want the whole world to know they’re on the path to success.
They typically have high levels of disposable income and will always favour more expensive branded fashion over affordable alternatives – just because they can.
Preppy Strivers are career-driven young professionals that want the whole world to know they’re on the path to success.
They typically have high levels of disposable income, and will always favour more expensive branded fashion over affordable alternatives – just because they can.
Classy, costly, and conservative are the three C’s that move Preppy Striver women. While they don’t follow specific trends, they definitely want you to notice how much they spent on their handbag and shoes.
The female Preppy Striver has a mixture of luxury and mainstream interests. That means she‘ll happily flick through the pages of a glossy mag over a superfood salad, but still loves a bit of trash celebrity TV from time to time.
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The Preppy Striver male doesn’t care much for fashion, but he knows what he likes: simple, understated, semi-professional attire bought from brands that clearly align with his own upper-middle-class lifestyle.
Male Preppy Strivers see themselves as cosmopolitan without being alternative. That means they keep up to date with the events of the modern world, but still favour classic role models and more traditional status symbols.
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Happy Casuals are settled adults who have come to see clothing as a much lower priority than the other parts of their lives.
They dress according to the needs of their day-to-day schedule and would much rather keep things comfy than spend energy trying to be cool.
Happy Casuals are settled adults who have come to see clothing as a much lower priority than the other parts of their lives.
They dress according to the needs of their day-to-day schedule, and would much rather keep things comfy than spend energy trying to be cool.
Happy Casual women favour versatile, trendless clothing that can be worn over and over again. While they aren’t above a bit of sparkle, they don’t see the need to spend a fortune on their wardrobe.
Happy Casual women are comfortable sitting right at the heart of the mainstream. They like big German celebrities, classic pop singers, homemaking networks and Saturday nights in front of the TV.
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Happy Casual men are long past the point of wanting to show off. For them, a steady supply of comfortable, practical and easy-to-wear staples is more than enough to keep them satisfied.
Happy Casual men are less into pop culture than their female opposites, but still take comfort in the mainstream. Mixing together German and US influences, they focus heavily on sport and comedy.
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Cultured Elites are mature professionals who see themselves as educated, informed and successful.
Their relative wealth allows them to shop regularly for new clothing, although they aspire more towards timeless luxury than “flavour of the month” fashion.
Cultured Elites are mature professionals who see themselves as educated, informed and successful.
Their relative wealth allows them to shop regularly for new clothing, although they aspire more towards timeless luxury than “flavour of the month” fashion.
Female Cultured Elites take a design-led approach to their wardrobe, focusing on premium items that exude a sense of luxury without trying too hard to be noticed. Cut, quality and lifespan are all important qualities to them.
Cultured Elite women are proudly intellectual when it comes to what they read and watch, and are much more likely to be found at an art gallery or museum at the weekends than on the sofa at home.
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Male Cultured Elites combine items of professional attire with more casual pieces in a way that’s designed to look sophisticated and successful. While the items themselves may seem ordinary, the price tags certainly aren’t.
Cultured Elite men like to follow the complexities of global politics as if it were a gripping drama, and tend towards the timeless appeal of a good classic over the superficiality of something more contemporary.
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ZMS collects highly relevant data about what really makes consumers click, shop and share online. This degree of data relevance is groundbreaking in the field of marketing. What are the main benefits of the zTypes?
Reliability
The zTypes are based on real behavioral, social and sales data. No more outdated surveys!
Role
They can be directly leveraged for better insights, creativity and targeting. No more useless, abstract models!
Relevance
They offer a great depth of meaning. No more empty observations!
The zTypes allow us to develop marketing measures that truly cater to the tastes of the group members – no guesswork required. This also includes the targeted deployment of influencers. Zalando’s influencer marketing platform, “Collabary by Zalando” brings brands and content creators together and helps them to reach an audience for their cause. And big data analysis means accuracy can also be verified with a high degree of confidence. In other words, marketing by chance is a thing of the past. From now on, we will connect consumers with the brands they love!
