Issue #1 – When a Brand Chooses Speed Over Aesthetics
Speed is strategy: How Zalando uses AI to stay ahead
What happened?
Zalando, one of Europe’s largest fashion platforms, redesigned their entire content production model. Instead of relying on photo shoots and long creative pipelines, they turned to generative AI — producing on-brand editorial imagery in just 3–4 days (down from 6–8 weeks).
Why it matters?
They didn’t just run a campaign.
They turned their marketing operations into a campaign-worthy move.
💡 One Great Insight
In fashion, speed beats perfection.
Trends don’t wait — and now, neither does Zalando.
They didn’t use AI as a gimmick.
They used it to stay culturally relevant, seasonally fresh, and operationally lean.
One Great Result
70% of Zalando’s editorial imagery is now AI-generated
Production time dropped from 6-8 weeks to just 3-4 days.
Costs reduced by nearly 90%
Teams now execute campaigns in days, not months
This shift gave Zalando more than efficiency. It gave them the edge to respond to trends in real-time — something most legacy retail brands can’t do.
Why We’re Talking About This
Because “campaign” doesn’t just mean TV ads or YouTube pre-rolls anymore.
Today, a great campaign can be a system change, a creative decision, or a brand taking a bet on the future.
Zalando’s move wasn’t loud. But it was smart — and that’s exactly the kind of work we’ll be celebrating here.