The growth of retail media for fashion

Marketplaces give fashion brands the chance to advertise on the site. This is cheaper than advertising with Google or Facebook and can have more targeted results. The ad appears on an app or web page that is already stocking the brand, leading the customer directly to it. Ads can appear anywhere, from the home page to seasonal or themed pages. For example, Zalando currently offers Summer Nights, Festival and Wedding pages.

Amazon is the historical leader in this retail media category with themed advertising as soon as you hit the home page, tailored to previous visits and likes. But fashion marketplaces, such as Zalando have caught up and now offer a more complete shopping experience. This is still a relatively new concept for fashion marketplaces, however, Zalando’s example shows the potential of this marketing strategy and how others are likely to follow in the coming months and years.

Retail media enabled

No retail media offering

Source: Retail Media Report