The German giant of online fashion sales, zalando, aims to enter the US market within the next year. To carry out the launch they will invest a team of 100 employees and billions of dollars.
The fashion platform has been secretly working on the Kangaroo Project. This is the creation of the new CEO of Zalando, the American Jim Freeman. The project is so important to Freeman that he has turned it into an internal secret operation. It is said that all members of this plan have signed confidentiality agreements, since they have privileged information.
Northeast of the country
The fashion market will initially focus on the northeast of the country, as it is the richest region. The Northeast is considered a high-tech hub. It has numerous logistics and distribution centers in the respective regions. Zalando will find an excellent infrastructure and in the conurbations customers who are also interested in the European brands that the online giant has so far mainly in its range.
They will be throughout the region, not just in the cities. This includes the states of Connecticut, Maine, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont. There are millions of cities like Boston, New York or New Jersey in these regions.
Awareness through influencers
The company will use influencer marketing to build brand awareness. Thus, they hope that American influencers make the brand known to customers. And in this way, create greater trust in a faster time, because the one who advertises the product has been known by the audience for years, who advertise their own brand and campaign almost exclusively with influencers, achieving great success.
