Inside Fashion Marketing by Zalando Marketing Services

In this episode of Inside Fashion Marketing, host Heike Lari sits down with Veronika Moles, Commercial Director Kids at Zalando, to discuss how the Kids category has evolved into a strategic e-commerce growth engine. They unpack how brands can elevate high-intent calendar moments like "Back to School" into storytelling opportunities, and explore how physical community activations - such as the "Kids Playground" in Berlin and Paris - translate directly into platform momentum and sustained customer lifetime value.

As retail media continues to evolve, the brands that succeed will be those that unite physical presence, platform storytelling, and closed-loop insights to...

Culture isn’t just a brand builder - it’s a commercial growth engine. In this episode, Heike Lari sits down with Thomas Sailer, VP Brand Marketing Central Europe at adidas, to unpack how the global icon turns cultural relevance into measurable business impact.

From DFB World Cup fandom to Japanese wrestling subcultures and the Berlin Marathon, discover adidas' 5-step framework connecting culture, community, and closed-loop retail media.

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In this episode of *Inside Fashion Marketing*, you will discover exactly how artificial intelligence, advanced self-service platforms, and robust first-party data are transforming modern retail media from basic sponsored product listings into a powerful, full-funnel e-commerce growth engine. Host Heike Lari (Director Partner Marketing and Consultancy at Zalando Partner Marketing Services) sits down for a fascinating chat with Diaa Abdallah, VP Tech at ZMS, live from the e-commerce and retail tech hub of Berlin, Germany. Together, they pull back the curtain on how Zalando builds its innovative marketing technology entirely in-house to serve brands across Europe.

Diaa brings over a...

Pinterest turns wedding inspiration into real-world impact - blending cultural insight, creativity, and commerce.