The e-commerce platform Zalando and the K-Way brand presented, during a press conference organized on September 10, the workings of their collaboration for the launch of a unisex collection composed of 23 ready-to-wear pieces.
“Fantastic !” This is how Lorenzo Boglione, CEO of K-Way, described, during a press conference, the collaboration imagined between his waterproof clothing brand and the Zalando platform for the marketing of a capsule collection of clothing and accessories. Available exclusively on Zalando since the beginning of September in 25 European markets, it includes 23 unisex ready-to-wear pieces, ranging from down jackets to pants, sweaters and cardigans. It is completed by 9 accessories (belt bags, bucket hats, pouches and wallets), all available in three colors: Yellow Dark, Blue Avio and Blue Depth.
The “right balance between price and quality” sought
With prices ranging from 44.95 euros (for the fanny pack) to 549.95 euros (for the winter coat), this collection was designed to meet two essential consumer expectations: a competitive price and a certain level of product quality. “We are a business and obviously we have to make money. But we try to offer the most affordable products possible by finding the right balance between price and quality.”explains Lorenzo Boglione. “At Zalando, we always make sure to invest in quality products to best satisfy consumers”indicates, for her part, Laura Toledano, general director of Zalando France.
It is precisely this guarantee of quality of K-Way products that attracted the platform: “Like our previous collaborations with Paco Rabanne or Lacostewe are constantly looking for partnerships with iconic brands that resonate with our French clientele. K-Way fits perfectly into this category of brands”poursuit Laura Toledano. “We are convinced that by working together we can reach the global market”adds, for his part, the general director of K-Way.
A campaign representing the four stages of the storm
To announce the availability of this exclusive collection, a campaign, designed by photographer Chou Mo and director of photography Douwe Hennink, was launched by the brand and the e-commerce platform. Deployed in four major French cities – including Paris – with a dose of OOH and DOOH, as well as on social networks, it represents the four phases of a storm (formation, fury, storm and serenity) through choreographies directed by Abdourahman Njie.
“This campaign perfectly embodies the DNA of K-Way by highlighting elements that evoke the spirit of the brand such as water and movement. Similarly, to represent the DNA of Zalando, we wanted to bring touches of poetry to the campaign. And the result works perfectly”says the general manager of Zalando France. The beginning of a long shared adventure? “Certainly! And if we decide to repeat this type of operation, we will approach it differently to continue to surprise consumers.”confides Lorenzo Boglione.
Source: www.e-marketing.fr
