Inside Fashion Marketing by Zalando Marketing Services

About Inside Fashion Marketing by Zalando Marketing Services

Retail media isn’t just an option—it’s the driving force behind brand growth. As the landscape evolves, brands must go beyond reach and clicks to create real customer connections. Content-driven commerce is on the rise, blending inspiration, entertainment, and shoppable moments to shape the love brands of tomorrow through customer-centric marketing. Join Heike Lari, Director Partner Marketing & Consultancy, as she shares insights from partners and internal experts—while also exploring collaborations beyond Zalando. Tune in for bite-sized insights on how to future-proof your retail media strategy and drive lasting success–brought to you by Zalando Partner Marketing Services, Zalando’s 360-degree marketing unit. Find us at https://partner.zalando.com/services/marketing

Publisher

Zalando Marketing Services GmbH

Category

business · business · education

Language

en

Explicit

No

First episode

17 Jun 2021

Latest episode

10 Sept 2026

Latest episodes

63 episodes in the feed.

1. 

   10 Sept 2026

   Back to School 2026: Zalando's Veronika Moles on experiential growth in the Kids category

   In this episode of Inside Fashion Marketing, host Heike Lari sits down with Veronika Moles, Commercial Director Kids at Zalando, to discuss how the Kids category has evolved into a strategic e-commerce growth engine. They unpack how brands can elevate high-intent calendar moments like "Back to School" into storytelling opportunities, and explore how physical community activations - such as the "Kids Playground" in Berlin and Paris - translate directly into platform momentum and sustained customer lifetime value. As retail media continues to evolve, the brands that succeed will be those that unite physical presence, platform storytelling, and closed-loop insights to connect with consumers at every stage of the customer journey. Find out more about Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing/

2. 

   27 Aug 2026

   Culture first: how adidas turns cultural relevance into growth

   Culture isn’t just a brand builder - it’s a commercial growth engine. In this episode, Heike Lari sits down with Thomas Sailer, VP Brand Marketing Central Europe at adidas, to unpack how the global icon turns cultural relevance into measurable business impact. From DFB World Cup fandom to Japanese wrestling subcultures and the Berlin Marathon, discover adidas' 5-step framework connecting culture, community, and closed-loop retail media. Check out our website for more insights and resources.

3. 

   25 Jun 2026

   The future of retail media tech: AI, agentic commerce, and first-party data at Zalando

   In this episode of *Inside Fashion Marketing*, you will discover exactly how artificial intelligence, advanced self-service platforms, and robust first-party data are transforming modern retail media from basic sponsored product listings into a powerful, full-funnel e-commerce growth engine. Host Heike Lari (Director Partner Marketing and Consultancy at Zalando Partner Marketing Services) sits down for a fascinating chat with Diaa Abdallah, VP Tech at ZMS, live from the e-commerce and retail tech hub of Berlin, Germany. Together, they pull back the curtain on how Zalando builds its innovative marketing technology entirely in-house to serve brands across Europe. Diaa brings over a decade of performance optimization and audience targeting experience from his time at Amazon to explain how ZMS slices and dices data from 53 million active customers to deliver highly personalized ad experiences. The duo dives deep into the tangible tools empowering brands today, ranging from flexible MaxCPC steering controls for premium products to cutting-edge AI features that generate creative assets in seconds. They also tackle the massive macro shifts impacting the global marketing landscape, exploring the rise of agentic commerce, off-site AI integrations (like ChatGPT ads), and how retailers are securely guarding their data while building conversational tools like the Zalando Assistant. Whether you are looking to maximize your short-term Return on Ad Spend (ROAS) or understand the downstream impact of long-term brand awareness campaigns, this episode provides a comprehensive playbook for the future of digital commerce. Key Takeaways From This Episode: **In-House Tech & Self-Service Innovation:** Learn why ZMS relies on entirely proprietary, in-house engineering to build highly intuitive self-service tools that give brands ultimate campaign flexibility. **Granular Control via MaxCPC:** Discover how automated algorithms work hand-in-hand with manual controls, allowing brands to adjust what they pay per click based on whether a product is a premium item or a discounted asset. **Unlocking First-Party Data safely:** Understand how millions of daily customer transactions and page views are utilized to build highly tailored audience segments, resulting in significantly higher click-through rates (CTR) and campaign performance. **The Rise of Agentic Commerce:** Diaa shares his expert view on the dual trend of AI commerce, integrating off-site with popular AI platforms while enhancing internal, conversational shopping experiences. **Bridging Digital Tech with Real-World Experiences:** Discover how ZMS transcends traditional retail media by connecting online campaign tech with physical event spaces to build comprehensive, end-to-end consumer memories. **The ZMS "Steerco" Culture:** An inside look at Zalando's collaborative internal environment in Germany, which focuses on inclusion, team consensus, and empowering individual engineers to rapidly prototype natural-language data solutions. **Explore Zalando Partner Marketing Services:** https://partner.zalando.com/services/marketing

Who has been a guest on Inside Fashion Marketing by Zalando Marketing Services

Names identified in recent episode analyses. Showing up to five guests.

• Yann Le Bozec
• Dr Jannika Bock
• Joanna Rogers
• Andreas Antrup
• Alma Lipa

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

4.5 / 5

2 ratings

Spotify

4.8 / 5

63 ratings

Podcast Authority Score: 58 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

86

Social presence

0

YouTube

0

Engagement

77

Contact Inside Fashion Marketing by Zalando Marketing Services

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

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