Free to be
Country : Germany
Year of establishment : 2008
Founded in Berlin in 2008, Zalando is Europe’s leading fashion platform, with 50 million active customers, 1.8 million items and 7,000 brands across 25 countries. Its marketplace model connects consumers, creators and retailers through logistics, marketing and data services. The “do.MORE” program sets emissions-reduction targets, promotes circularity (recommerce, rental, repair) and inclusion (Adaptive collections, unretouched imagery). Zalando invests in generative AI for styling, augmented reality for virtual try-on and stock optimization. With “Platform as a Service”, the company aims to be the starting point for fashion, inspiring each customer to express individuality in a more responsible way.
For Zalando, the goal was to turn “Free to be” into concrete collaborations - designers, institutions, sustainability initiatives - and avoid superficial partnerships. Over six months, Trois Actes led an intermediation mission to create and then activate collaborations through campaigns and events. After framing, a mapping of 52 stakeholders was built and 24 approaches were conducted through qualified introductions. Trois Actes supervised negotiation and translated each partnership into an activation scenario. At the end of the mission, three structuring partnerships were finalized, along with a consolidation roadmap.
