What: Zalando is repositioning itself as a brand to enhance its market presence and appeal.

Why it is important: This rebranding effort is crucial for Zalando as it seeks to strengthen its identity, differentiate itself in the competitive fashion market, and attract a broader customer base.

Zalando is undergoing a rebranding process to redefine its market position and boost its brand identity. This strategic move aims to enhance its visibility and appeal in the competitive fashion industry. By repositioning itself, Zalando intends to better connect with its target audience and expand its reach, ensuring it remains a leading player in the online fashion retail sector.

Rebranding strategy: Zalando's new market position