Strategie zur Markenentwicklung am Beispiel von Zalando in den Jahren 2014-2021

The purpose of this article is to examine Zalando's brand strategy in the years 2014-2021 based on the published annual reports. Among other things, the content conveyed and the language used will be explored. The goal is to identify the most important stages of development in order to determine a general strategy pattern for an e-commerce brand based on this.