299
Fashion Jobs
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L'OREAL GROUP
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H&M
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ESTÉE LAUDER COMPANIES
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ESTÉE LAUDER - BRAND
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CLINIQUE
Senior Marketing Manager, Clinique
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TOMMY HILFIGER
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AESOP
Retail Consultant
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Senior Manager, Indirect Sourcing
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L'OREAL GROUP
Group Product Manager
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ADIDAS
Senior Manager, Materials Availability Management
Permanent · HONG KONG
L'OREAL GROUP
Assistant Purchasing Manager (Marketing, Digital IT)
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PUMA
Manager Innovation Technical Apparel
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DR. MARTENS
Head of Financial Accounting, Apac
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TJX COMPANIES
Director of Sourcing, Apparel -Hong Kong
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A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Hysan Place
Permanent · CAUSEWAY BAY
A & F
Hollister CO. - Brand Representative (Part-Time / Full-Time), Yoho Mall
Permanent · HONG KONG
A & F
Abercrombie & Fitch - Brand Representative (Part-Time / Full-Time), Harbour City
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KERING EYEWEAR
Kering Eyewear Assistant Trade Marketing Manager Travel Retail
Permanent · HONG KONG
JAEGER
Training Manager
Permanent · HONG KONG
By
Reuters
Published
May 9, 2019
Reading time
2 minutes
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Style gurus help support Zalando order value revival

By
Reuters
Published
May 9, 2019

Zalando says style advice and a personal shopping service are encouraging customers to spend more on their orders, as the German company makes progress halting a fall which had hit its profitability.


A fitting model enters data in a laptop after she checks out sizes for a shoe which goes on sale at the online shop of fashion retailer Zalando in Berlin, Germany, December 17, 2018 - Photo: Reuters



Average order sizes at Europe’s biggest online-only fashion retailer have fallen in recent years as people shop more often on their smartphones but spend less each time, pushing up Zalando’s logistics costs.

Zalando, which last week said it had managed to slow that decline, launched its free Zalon curated shopping service in 2015 and employs 700 stylists who put together outfit suggestions for several hundred thousand customers a year.

Zalon ships an outfit of between five and 12 items, carefully tied with ribbon and packed in a special box. Although this means higher costs, to pay the stylists as well as delivery and other costs, it results in a higher average order value.

“Customers who engage with outfits are twice as likely to buy something and their baskets are bigger,” Rob Manzano, Zalando head of user research, told journalists on Thursday.

Zalon’s average order value is “much higher” than at Zalando, because the service is seen as a premium offering so stylists can include higher-end items and fewer discounted goods, Zalon Chief Executive Ivo Scherkamp said.

The service is disproportionately used by customers looking for plus size and maternity clothing, he added.

Zalando started suggesting outfits to all its regular customers in November, using algorithms that scour their shopping history as well as the millions of styles put together by Zalon’s fashion experts.
It scans the full Zalando catalog and is enhanced by human expertise so that it knows which particular shade is in fashion.

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