On 5 September 2019 in Berlin, Zalando changed his slogan and adopted the claim « Free to Be ». With this slogan, the brand seeks to encourage its customers to assert and assume their personality through their style. Zalando wants to be the entry point for fashion, much like Netflix is for movies and series, or Spotify for music.
The desire to convey the message « Free to be » means the following: « Be whoever you want, with our huge selection of brands and products we adapt to your style, so that you can express yourself! « We find in particular categories larger size, eco friendly, pregnant woman and others. To communicate this change in positioning, the brand launched a campaign with different profiles, in particular: Adwoa Aboah, Alice Hurel, Felicity Hayward, RainDove et Leroy Mokgatle.