- Vivian Hendriksz |
London - Online German giant Zalando is the latest fashion retailer to launch a dedicated Beauty category. Following in the footsteps of Asos, Zalando announced it is set to enter the beauty market in spring 2018. The announcement comes as more and more fashion retailers are keen to move into beauty as they seek to diversify their product offering and grab a slice of the growing beauty pie.
Zalando to step into Beauty for Spring 2018
Zalando aims to offer a full beauty product range, including cosmetics, skin and hair care, fragrances, tools and accessories to its German customers' next spring. In line with its online fashion store, Zalando will offer beauty products across all price points from a wide array of brands. At the moment Zalando has yet to reveal which beauty brands it will be offering come spring 2018, as it is still in negotiations with brands.
"The expansion into the beauty market is a natural next step and reflects the demand of our customers," said co-CEO of Zalando, Rubin Ritter in a statement. The launch sees Zalando offering customers a one-stop destination to purchase a complete head-to-toe look and taking cross-selling products to the next level. In addition to offering a variety of beauty products, Zalando will also offer full style advice. Although Zalando's Beauty category is set to launch in Germany first, the online etailer is set to roll out it's new offering to additional markets.
Zalando to open its first Beauty Concept Store in Berlin
In order to engage with its beauty customers in an offline setting as well as an online setting, Zalando is also set to launch a Beauty Concept Store in Berlin. The move sees Zalando closely integrating its online shopping experience with an offline experience which allows customers the chance to see its products in person. The in-store beauty lab environment aims to offer customers a curated beauty experience and will act as a hub for future events, such as live tutorials from beauty experts and product launches.
Zalando's beauty launch comes as fashion retailers seek to expand their product offering. As fashion sales around the globe continue to stagnate as consumers spending habits shift, the beauty sector remains a prominent area for growth. The global beauty and personal care market is said to be worth 432.68 billion US dollars in 2016 and is forecasted to grow to nearly 700 billion US dollars by 2023 according to data from Research and Markets. By creating a one-stop shop and offering everything a customer may need in one location it encourages customer loyalty and boosts customers retention.
Following the success of Asos, Boohoo and H&M own beauty launches, it is likely that Zalando's dedicated beauty launch will be hit with its customers. However, the key to Zalando's beauty success will lie in its brand selection, product offering and price points.
Photo: Courtesy of Zalando