All episodes

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.

What happens when a heritage brand meets a cultural phenomenon?

Retail Media is everywhere. But the basics? Often blurred.

In this season opener, Heike Lari breaks retail media down to its core. What it is, who it’s for, and why it’s a full-funnel growth engine, not just a lower-funnel sales tool.

From ROI vs. ROAS to awareness, consideration, and conversion - this episode gives you the shared language and KPI clarity every brand needs.

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Tune in to our last episode of the 2025 season to hear Kiri Masters - retail media industry expert, columnist, and podcast host of "The Retail Media Breakfast Club" - discuss all things retail media with us. Heike and Kiri talk about what has changed in the past year in the retail media sphere, what we might see coming in 2026, and differences between the US and Europe.

Crocs and ZMS turn inspiration into impact - fusing cultural pulse, bold storytelling, and live moments at our Brand Experience Hub. Dive in with Yann Le Bozec, Group VP & Head of Marketing at Crocs, as he reveals how entertainment-led campaigns spark true connections and scale brand love. The most recent example he brings: Their collaboration with The Elevator Boys.

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 Google's powerful AI creates smarter, more effective off-site campaigns.

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 customer-centric storytelling.