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PODCAST

Inside Fashion Marketing by Zalando Marketing Services

Zalando Marketing Services GmbH

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

business marketing

All Episodes

22:31

Unlocking next-gen growth with AI-powered retail...

Inside Fashion Marketing by Zalando Marketing Services ·

2025/10/23

Join us for a landmark episode as ZMS welcomes its first ever media partner on the show, Dr. Jannika Bock, Managing Director Retail at Google Germany! She joins our host Heike Lari to unpack how the ZMS-Google collaboration is supercharging growth for fashion and beauty brands.This conversation decodes the new era of AI-powered full-funnel activation, covering how they master the complex path from YouTube awareness to on-site conversion. Tune in to see how combining ZMS's customer insights with

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22:05

ZMS turns 10: A decade of retail media innovation

Inside Fashion Marketing by Zalando Marketing Services ·

2025/07/24

Step into a decade of transformation with Joanna Rogers, Managing Director of Zalando Marketing Services, and Andreas Antrup, former ZMS MD and host of this podcast, and now MD Zalando China, as they join Heike Lari to celebrate 10 groundbreaking years of ZMS.From sketching Sponsored Products on a whiteboard to leading full-funnel, insight-driven campaigns for over 50 million customers - this episode unpacks how ZMS grew into a powerhouse of retail media innovation, cultural creativity, and

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47:45

Live at OMR: L'Oréal, PVH, and Salomon building the...

Inside Fashion Marketing by Zalando Marketing Services ·

2025/05/29

Recorded live at our OMR Masterclass 2025 "Retail media reloaded: Shaping the love brands of tomorrow", this episode unveils the powerhouse panel with brand leaders Alma Lipa, CDMO at L’Oréal, Dunja Ehlert, Senior Director Sales eCommerce West at PVH, and Iwona Skolicka, Head of Marketing Strategic Accounts EMEA at Salomon.Step into the new era of retail media, decoding the shift from clicks to connection, exploring how trailblazing fashion, beauty, and sports brands are leveraging AI,

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15:30

What do I wear? Vans has the answer

Inside Fashion Marketing by Zalando Marketing Services ·

2025/04/17

Step into the piazza of possibilities with Chiara Grimoldi, Senior Marketing Manager at VF, with a focus on the iconic brand, Vans, as she joins Heike Lari to unpack Vans’ bold collaboration with Zalando’s “What do I wear?” campaign. From Sarah Jessica Parker swapping shoes to the Gen-Z style feed that took over a reimagined piazza — discover how authenticity, culture, and creativity shaped this standout moment in fashion marketing.

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26:47

Welcoming the Women in Retail Media Collective

Inside Fashion Marketing by Zalando Marketing Services ·

2025/03/27

Watch our first ever video podcast episode which was recorded live. We had the pleasure of hosting Emma Helsloot, Co-founder of the Women in Retail Media Collective, and some of their members on the 22nd floor of our Zalando office, with Berlin stretching out beneath us and the sun as the ultimate paid actor of the day. Join us for an inspiring talk where Emma and Heike tackled industry challenges, the need for stronger female representation, and personal career milestones that shaped their

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2:50

The new era of Inside Fashion Marketing - building...

Inside Fashion Marketing by Zalando Marketing Services ·

2025/03/26

Kicking off a new podcast season with a lot of exciting firsts! Meet our new podcast host, Heike Lari, Director Partner Marketing & Consultancy at Zalando Partner Marketing Services, as she takes over from Andreas Antrup and unveils an expanded vision for the podcast. We’ll continue bringing you insights from partners and experts but will now also explore the full spectrum of retail media—including collaborations beyond Zalando. Tune in for fresh perspectives, new voices, and the future of retail

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10:56

Ramping up customer engagement with PVH

Inside Fashion Marketing by Zalando Marketing Services ·

2024/12/19

We dive into Tommy Hilfiger’s recent “My Team” campaign, with Jasmin Bolouri, Director of Marketing for Europe West at PVH, joining Andreas for the last show of this season. Jasmin shares insider perspectives on the creative vision, execution, and strategy behind the campaign, offering a unique lens into how iconic brands stay relevant in today’s fast-paced world of fashion.

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17:48

#42 Customer-centric marketing with Brooks

Inside Fashion Marketing by Zalando Marketing Services ·

2024/10/17

We've updated our product offering to bring you marketing services and tools that are even more customer-centric. Wondering what that means for brands like yours? Today, Andreas chats with Jamie Bacon, Marketplace Director at Brooks, to see how they've been working together with us to gather insights into their audience and approach their marketing strategy in a more holistic, full-funnel way.And by the way! We have a new website, check out everything you need to know about your partnership with

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14:35

#41 - Summer of sports: Connecting with customers!

Inside Fashion Marketing by Zalando Marketing Services ·

2024/05/30

Today's episode is all about the Summer of sports! With the football Euros and the Olympics just around the corner, Andreas chats with Joey Bernier, Head of Integrated Proposition Marketing Sports and Streetwear at Zalando about how you can leverage the momentum of the moment to connect with customers on Zalando.

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19:30

#40 2024 outlook - be ahead of the game, on and off...

Inside Fashion Marketing by Zalando Marketing Services ·

2024/02/15

Let's kick off season 4 of "Inside Fashion Marketing" with episode #40 and our guest, Mark Rutten, who's Head of Sports & Premium Partner Management at ZMS. Mark and Andreas will guide us through a promising 2024 outlook, some of the initiatives that are planned, and what exactly brands should keep in mind for the upcoming year to be successful on and off site Zalando.They're also talking about the success campaign of GAP "Sharing Pride" from 2023 - you can find the Case Study here. Last but not

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16:38

#39 - 2023 highlights and what 2024 has in store for us

Inside Fashion Marketing by Zalando Marketing Services ·

2023/12/22

In this final episode of the year, Andreas catches up with Heike Lari, Director Partner Consultancy & Propositions at ZMS, to have a look back on some of the incredible projects and results we achieved this year together with our partners. Tune in to hear Andreas and Heike unpacking ZMS-specific highlights, and looking at their crystal ball to give you some insights into what’s coming up in 2024! Want to dive deeper? Check out our ZMS Branding Study 2023

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15:09

#38 11.9M social media reach without booked...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/11/23

Today Andreas unpacks Steve Madden's influencer event secrets together with their very own Lisanne Stolk, Trade Marketeer at the shoes and accessories brand. Steve Madden not only used their latest influencer event in Berlin to create extraordinary and unique onsite campaign content but also generated enormous buzz on social media, without even booking any deliverables with the influencers. Tune in to get to know what they've been doing exactly to reach outstanding KPIs! You want to dive even deeper

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12:07

#37 Developing cultural credibility with a new...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/09/14

Today on the podcast, Andreas is delving into the captivating realm of values-driven branding strategies with Elena Cobo Arranz, Senior Consultant at ZMS Insights, who has been driving a large-scale study into exactly this topic. Danyang Yu, Team Lead of Consulting at ZMS Insights, will also provide a holistic perspective of how we leverage these insights at ZMS. If you've been curious about entering this sphere, especially when engaging with Gen-Z customers, look - or should we say, listen - no

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16:37

#36.2 Strong partnerships: the secret to Levi’s® 150...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/08/10

Tune in to part 2 of this two-part episode with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co.®, and hear all about what Levi’s® did to celebrate its 150 year birthday! Check out the case study here.

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12:16

#36.1 Strong partnerships: the secret to Levi’s 150...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/07/27

Today Andreas talks with Christian Weiss, Marketing Director North Europe, Levi Strauss & Co. about how Levi’s has maintained its position as a denim classic for 150 years. The secret ingredient? Strong partnerships! Tune in to part 1 of this two-part episode and hear all about how Levi’s maintains relevancy in a volatile fashion landscape.

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25:37

#35 Putting partners in the driver's seat with...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/06/29

Today Andreas talks with Sema Saglik, Head of Performance and Self Service Solutions here at ZMS about our self service tooling for partners. We’ll be looking at how partners can steer their marketing campaigns independently and efficiently on their own; how some partners are adopting a hybrid approach with a combination of both managed and self-service support; and a quick product outlook at what’s to come. For everything on self service and influencer marketing, have a listen to our “Ultimate

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19:37

#34 ALDO's cross-category collaboration with L'Oréal...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/04/27

Today Andreas talks to Pascal Parise, Vice President Europe Franchise & Global Wholesale at Aldo Group and Cindy Leclerc, Senior Marketing Manager, Wholesale EU at Aldo Group about something we haven’t discussed on the podcast so far, and that’s cross-category brand collaborations! Cross-category collaborations are marketing collaborations between brands from different categories such as fashion and beauty. In 2022, ALDO and L’Oréal joined forces with ZMS. The aim was to connect beauty and fashion

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18:28

#33 How Esprit gained 24% new customers with its...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/03/16

In the episode with Esprit, Andreas talks to Nisrine El Ayadi, Strategic Key Account Manager, and Lisa Benninghoff, Teamlead e-Commerce Marketplaces about Esprit's journey to shift its brand perception among younger consumers and increase its overall brand heat. Enlisting the help of ZMS, our challenge was to create a campaign that brings Esprit back under the spotlight in Europe as a stylish, cool, and inspiring fashion brand. In order to do this, we kicked off a campaign together called “Sweet

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9:47

#32.2 Putting the Street in Streetwear with the BVG...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/02/16

In this second part of our two-part episode with Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, we’ll be discussing the objectives, creative concept, media strategy and learnings from the recent collaborative streetwear campaign. Find out how the brands were able to connect consumers to their collection together with ZMS, and how we captured the full user journey on and offsite. Missed part one? Catch it here.

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8:13

#32.1 Putting the Street in Streetwear with the BVG...

Inside Fashion Marketing by Zalando Marketing Services ·

2023/02/02

In the first episode of season 3, Andreas talks to Christine Wolburg, Head of Sales & Marketing at BVG, and Benjamin Isenheim, Brand Director at QS by s.Oliver, about the amazing collaboration between them and Zalando. In July 2022, the BVG, Berlin’s public transportation provider, launched its new seat cover pattern “Patterns of Diversity", an ode to the city's diversity. Out of these patterns, the BVG created a fashion collection–designed in parallel with QS by s.Oliver sold exclusively on

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