Hall BEE | Friday | 4:45PM
How to Build a Glocal Brand: The Case of Zalando
No, that’s not a typo in the title. Glocal is an actual word that describes the seamless integration between the local and global — which is the case of Zalando, one of the leading e-commerce destinations for fashion, beauty and lifestyle both in Croatia and across Europe, serving 50 million active customers. So how does Zalando’s marketing teams create both international and highly localized campaigns that match the tastes and styles of customers in each and every market? We know how much markets and cultures differ so what is the secret?
Zalando’s Marketing Director Krzysztof Bialkowski (you can call him Chris) will reveal the case of Zalando and how it has used marketing to create a powerful and inspiring brand, which is both globally and locally relevant. Chris will explain how teaming up with international and local talents drives credibility and engagement with customers. He will also share insights (and anecdotes!) on a neverending topic: Are Central and Eastern European (and Croatian) customers different?