Zalando's Pre-Owned Ad Plays into the Classic Post-Breakup Trope
Ellen Smith — February 17, 2021 — Marketing
References: zalando & adsoftheworld
Zalando's pre-owned ad plays into the classic post-breakup trope. The ad features multiple slow motion scenes featuring couples mid or post-breakup. In one instance, a woman is throwing clothes at her girlfriend, presumably encouraging her to pack and leave. In another, a man is seen tossing his ex's clothes into a dumpster.
At the end of the ad, the narrator informs the audience that there are other solutions to throwing away an ex's clothes. Instead, the ad suggests people utilize the brand's pre-owned feature, giving a second life to those wardrobe items one may not want to see again. The timing of the ad arrives perfectly, as many can relate to relationship tensions as the COVID-19 pandemic continues.
Image Credit: Zolando
At the end of the ad, the narrator informs the audience that there are other solutions to throwing away an ex's clothes. Instead, the ad suggests people utilize the brand's pre-owned feature, giving a second life to those wardrobe items one may not want to see again. The timing of the ad arrives perfectly, as many can relate to relationship tensions as the COVID-19 pandemic continues.
Image Credit: Zolando
Trend Themes
1. Post-breakup Advertising - Opportunity to create humorous and relatable commercials that appeal to consumers going through relationship struggles.
2. Sustainable Fashion - Pre-owned clothing market represents an opportunity to reduce fashion waste and encourage more eco-friendly consumption.
3. Narrative Marketing - Creating ads or campaigns that tell a story can engage viewers and create emotional connections to a brand.
Industry Implications
1. Fashion Retail - Pre-owned clothing feature can attract environmentally conscious consumers and provide a new revenue stream.
2. Marketing and Advertising - Creating clever and emotionally driven campaigns can attract clients and generate buzz for their business.
3. Entertainment - Humorous commercials can appeal to audiences and potentially go viral on social media, leading to increased brand visibility.
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