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Zalando brand profile Germany 2023 | Statista

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How high is the brand awareness of Zalando in Germany?
When it comes to second-hand apparel online shop users, brand awareness of Zalando is at 91 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand’s logo and the written brand name.

How popular is Zalando in Germany?
In total, 38 percent of German second-hand apparel online shop users say they like Zalando. However, in actuality, among the 91 percent of German respondents who know Zalando, 42 percent of people like the brand.

What is the usage share of Zalando in Germany?
All in all, 34 percent of second-hand apparel online shop users in Germany use Zalando. That means, of the 91 percent who know the brand, 37 percent use them.

How loyal are the customers of Zalando?
Around 28 percent of second-hand apparel online shop users in Germany say they are likely to use Zalando again. Set in relation to the 34 percent usage share of the brand, this means that 82 percent of their customers show loyalty to the brand.

What’s the buzz around Zalando in Germany?
In September 2023, about 31 percent of German second-hand apparel online shop users had heard about Zalando in the media, on social media, or in advertising over the past three months. Of the 91 percent who know the brand, that’s 34 percent, meaning at the time of the survey there’s some buzz around Zalando in Germany.

If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.

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