Has Zalando succumbed to Trumpism?
Since the pandemic broke out, we've seen a lot of nonsense in advertising. The spectrum ranges from boundless boredom through repetitive thanks-giving, to poorly edited films in which the makers seem to have forgotten such simple rules as grading, to those who think they suddenly found a purpose.
But Zalando trumps all that with their new Christmas campaign. "Zalando promises hope" headlines the press, but wait a minute? What does that actually mean?
Can a brand, one that really has no identifiable purpose, or is even remotely relevant to social issues, actually give hope and promise the end of social distancing?
I call it a case of Trumpism. For reference: Trumpism began its development primarily in Trump's 2016 presidential campaign. It denotes a populist political method that proposes nationalist responses to complex political, economic, and social problems.
And that's exactly what Zalando is doing here right now. How would people have felt if a brand had paved the sidewalks of Germany after WWII with posters of decadent meals saying, #wewilleatagain, or if someone in the former GDR advertised with the hashtag #wewilltraveltoexoticplacesagain? - Not that great, is it?
To cover the city with posters that not only conjure up the said "hug" but also show it, is not only simple-minded but also dangerous in the midst of a pandemic that is just beginning to peak.
For people with mental health problems, this campaign can literally hurt and even be a "trigger" for some. But that's not even the point, despite being a big part of a broader problem.
But let's look at target groups, in the case of Zalando they are a majority of 14-29 year olds. There is a great danger in the statement #wewillhugagain because #socialdistancing is rather uncool amongst young people and while the virus was able to shift the partying to different locations, the party's did go on. - And what has always been characteristic of Trumpism and its supporters: They read and hear only what they want ... namely "#wewillhugagain" - as in NOW - because the posters add no further context.
Zalando previously already tried to commercialize the virus, with their "Don't panic about the style virus" campaign that was not well received.
Speaking from a brand point of view, this campaign certainly won't fly, because Zalando is not one of the still so much coveted “love brands” in Germany. As a company that praises being data-savvy time and time again, one should perhaps consider the relationship one actually has with its customers and what they expect from you. Then one would quickly find out that hope is probably the last thing customers would expect from a brand like Zalando.
Despite that I strongly believe that no pandemic should ever be used for marketing stunts, there is one opportunity missed at large from almost all brands. At least one thing is clear to citizens who have an IQ that is a bit higher: Pandemics are most often a sign that we have exhausted our planet.
One of the best projects I have seen lately when it comes to fashion, you can find here:
“It is interesting to observe that the most progressive projects are no longer supported by progressive brands as they used to be, but by traditional foundations. It shows that brands no longer understand the zeitgeist, ”said Dirk Jehmlich from diffferent recently.
The entire Zalando campaign is based on one elementary problem: When the ego of creatives becomes so large that they are only in love with themselves and their creative idea and do not drive relevant content with data-based knowledge, fatal mistakes like this happen ... What's next? - McDonald's who revives old family traditions at Christmas and celebrates being together under the Christmas tree? - Please not.