Ad agents ensure strong brand presence for Top Gun at Zalando
The products of the Top Gun brand are, in addition to the official online store, also available via Zalando. The goal was to benefit from the enormous reach of the fashion marketplace. To build the visibility of the Top Gun brand throughout the Zalando cosmos, Ad Agents implemented solutions for effective brand exposure.
Top Gun is an American fashion and lifestyle brand for men, women and children. The brand was founded in 1996 in Queens, New York. The special character of the high-quality outerwear is inspired by the style of the military and meets the same high standards in material and workmanship.
With authentic content and curated collections, the Top Gun brand was to be given greater prominence in terms of brand awareness. This was realized via a virtual brand store, the Brand Home, which offers space for brand presentation and storytelling. This brand store can be integrated into all 22 Zalando stores in the relevant national language - including English. Comparable products from other manufacturers are not displayed in the Brand Home, which makes it a real home for the brand.
The Ad Agents agency created two brand homes for the Top Gun brand, one for the men's and one for the women's collection, with specific content for the respective target group. Each brand home is designed with an attractive landscape header and presents special brand content. Interested parties receive inspiration and news about the brand at this point and can follow it in the sense of followership in order to be the first to be informed about new articles and collections.
The Brand Home has been expanded to include Collections. These are individual compilations of products for a theme or category. Ad Agents developed various collections for the Top Gun Brand Home Men and Women. Using the associated content management tool, content was adapted, products selected and grouped into brand-appropriate categories and themes. Four shades of gray are available by default so that the color coherence fits into the overall visual picture. The tool creates further matching color suggestions based on the uploaded product images, which were selected individually.
For the Top Gun brand, the results were more than satisfactory on all levels. Since switching to Brand Homes at Zalando, the Top Gun brand has been able to present itself consistently in its self-contained brand space, resulting in more visibility than before. Whether via the web or the Zalando app, along the entire customer journey the appearance is consistent and the number of followers increased by 300 percent. As a consequence, the measures described led to a 25 percent increase in sales via the Zalando platform.
"We are thrilled with the development on Zalando. Our products now have the visibility they deserve. On Zalando, we can now present our customers with a holistic brand experience," says Stefan Schmid, General Management eCommerce at JCC Ledermoden Vertriebs GmbH.
