Zalando Tone of Voice — Playful & Youthful

Tagline: "Free to be"

Industry: Fashion

Sector: Fashion

How Zalando Communicates

Zalando communicates with a playful and youthful voice using aspirational language. Their sentences are primarily statements in the present tense. Their messaging is literal. Their tagline, "Free to be", captures this voice. The central tension in Zalando's communication is chaos vs. simplicity, which shapes every message they craft. Their mission is to connect buyers and sellers effortlessly.

Tone Words

Zalando's brand voice is defined by the following tone words: Playful, Youthful.

Communication Style

  • Language Style: Aspirational
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Literal

Zalando Brand Story

"Free to be" embodies a playful and youthful spirit, encouraging a sense of freedom in fashion choices. The core tension of chaos versus simplicity reflects the brand’s intent to create an effortless shopping experience amidst the complexities of style. The aspirational language style reinforces a message that connects buyers and sellers seamlessly. This approach makes the brand relatable, appealing to a demographic that values both ease and expression in their shopping journey.

Brand Message

Shop with ease

Brand Mission

Connect buyers and sellers effortlessly

Brand Positioning

Core Concept: Explore More

Central Tension: Chaos vs. Simplicity

About Zalando

Zalando SE is a publicly traded international online retailer based in Berlin which is active across Europe and specializes in shoes, fashion and beauty products. The company was founded in 2008 by David Schneider and Robert Gentz and has more than 51 million active users in 25 European markets. Zalando is active in a variety of business fields – from multi-brand online shopping (including their own brands), the shopping club Lounge by Zalando, outlets in 12 German cities, as well as logistics and marketing offers for retailers. In 2022, Zalando generated revenue of 10.3 billion Euro, with roughly 16,000 employees.

Frequently Asked Questions About Zalando

What is Zalando's tone of voice?

Zalando uses a playful, youthful tone of voice. Their communication is aspirational, typically using statement-style sentences in the present tense. Their tagline "Free to be" exemplifies this voice.

How does Zalando communicate with customers?

"Free to be" embodies a playful and youthful spirit, encouraging a sense of freedom in fashion choices. The core tension of chaos versus simplicity reflects the brand’s intent to create an effortless shopping experience amidst the complexities of style. The aspirational language style reinforces a message that connects buyers and sellers seamlessly. This approach makes the brand relatable, appealing to a demographic that values both ease and expression in their shopping journey.

What is Zalando's brand message?

Zalando's core message: Shop with ease Their mission: Connect buyers and sellers effortlessly

What is Zalando's slogan?

Zalando's slogan is "Free to be". It carries their playful, youthful voice.

What is Zalando's mission?

Zalando's mission: Connect buyers and sellers effortlessly

What makes Zalando's brand voice unique?

Zalando stands out through their playful, youthful communication style. Their central brand tension, "Chaos vs. Simplicity", shapes how they communicate across the Fashion sector.

What language style does Zalando use?

Zalando uses aspirational language, with literal messaging, in statement-style sentences, using the present tense.

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