Missed the Zalando Retag Again? Master the Season Switch & Reclaim Lost Revenue
In short:
- Zalando's unique season retagging is a major hurdle, demanding time/resources to meet strict KPIs/deadlines and risking lost revenue.
- Unlike other marketplaces, Zalando requires both technical execution and smart commercial strategy (stock management, discounting).
- This post covers the challenges, compares marketplace approaches, and shows how Brandsom's managed services help ensure compliance and maximize sales.
Is the looming Zalando season retag deadline causing stress? Did missed KPIs lead to deactivated products and lost revenue last season? You're not alone. Zalando's demanding retagging process is a significant challenge, consuming time and resources.
This post explores Zalando's complexities, compares seasonal strategies across marketplaces, and shows how expert help can turn this challenge into a smooth transition.
The Zalando Retagging Gauntlet
Zalando's goal is a fresh catalogue, but for brands, the process can be tough. Why?
- Strict Deadlines & KPIs: Articles need to meet specific criteria (e.g., GMV, size availability) by a set date to be retagged for the new season.
- Risk of Deactivation: Missing the deadline or KPIs means products get deactivated, leading directly to lost revenue.
- Resource Drain: Teams spend hours on:
- Analyzing product data for eligibility.
- Manually updating tags in Zalando's systems (e.g., zDirect).
- This pulls focus from growth activities like marketing or new launches.
- Time-to-Market Impact: Delays handling old stock can slow down the launch of new season items.
Understanding the specifics is vital. As Brandsom's Sr. Integration Specialist, Betul, notes:
"Each marketplace has its own season timeline. Zalando shares a calendar with all the important dates... Fashion-focused platforms usually have season switches, but only Zalando uses a season retag process. About You, for example, doesn’t have that."
Brands must consult the official Zalando calendar and act within the defined window to avoid deactivation.
Beyond Retagging: The Commercial Strategy
Success requires more than just technical execution; it needs smart commercial planning. Brandsom's Fashion Consultant, Bea, emphasizes key considerations:
"Things brands should consider... stock still available to retag... enough articles for the new season before Zalando offboards old season... have a clear discount strategy to sell out remaining stock... organize a RTM [Return to Merchant] not to pay logistic costs for old articles... onboard products in small drops to maximize visibility."
Key strategic areas include:
- Stock Management: Assess which items can be retagged vs. those needing other actions.
- Discount Strategy: Plan discounts (like the 15% mentioned by Betul) for non-retaggable items to clear stock and generate some revenue.
- New Season Onboarding: Ensure new inventory is ready before old items are potentially offboarded. Consider smaller, frequent drops for visibility.
- Logistics & RTM: Plan timely returns for unsold/non-retaggable stock to avoid extra costs.
The Brandsom Solution: Your Expert Team
Feeling overwhelmed? Struggling with resources for analysis, retagging, and strategy across all channels? Brandsom offers a comprehensive managed service:
- We do the heavy lifting: Data analysis, KPI checks, retagging execution, compliance monitoring.
- Strategic Guidance: Help with commercial decisions like discounting and RTM planning.
- Multi-Marketplace Expertise: Understanding the nuances of Zalando, Amazon, About You, ASOS, and more.
- Benefits:
- Free up your internal teams.
- Ensure compliance and maximize revenue.
- Reduce operational stress.
- Improve time-to-market for new collections.
Conquer the Season Switch
Managing seasonal transitions, especially Zalando's unique retagging, is complex but crucial. Proactive planning, understanding each platform's rules, and implementing a cohesive strategy are key.
Ready to conquer the next Zalando season switch without the headache? Contact Brandsom today for a free consultation and let our experts manage the process for you.
References:
- Zalando Partner University - Season Timeline and Season Switch: https://partner.zalando.com/university/article/season-timeline-and-season-switch
- Zalando Partner University - Season Retagging: https://partner.zalando.com/university/article/season-retagging
