What happens when a heritage brand meets a cultural phenomenon? In this episode of Inside Fashion Marketing, Heike Lari (Director Partner Marketing at Zalando) sits down with Mirjam Schüle (SVP Marketing at Karl Lagerfeld) to dissect the "From Paris with Love" campaign. Discover how the brand leveraged the "Star Power" of Paris Hilton to drive record-breaking engagement and sales across Europe.

Key Takeaways:

The Original Influencer: Mirjam explains why Paris Hilton was the top choice from a list of 80 talents, citing her as the first person to build a digital personal brand, much like Karl Lagerfeld himself.
A Deep Heritage Connection: This wasn't just a paid endorsement; Paris Hilton has been a fan of Karl for years, often wearing his signature fingerless gloves in her DJ sets and learning branding tips directly from the master.
Staggering Campaign Results: The collaboration drove a 123% increase in sales during the launch and a 50% boost in Product Detail Page (PDP) views on Zalando.
The "Thumb-Stopping" Reveal: Learn about the creative strategy behind the "reveal" moment, where Paris Hilton was first shown from behind to mimic Karl's iconic silhouette, creating immediate consumer intrigue.
Cross-Generational Reach: Known as the "Queen of Y2K," Paris Hilton allowed the brand to connect with a diverse demographic ranging from ages 15 to 60.
Aufzählungs-TextInside the Maison: A preview of the follow-up summer campaign, "Sliving in the Maison," featuring Paris Hilton at Karl Lagerfeld’s historic office on Rue Saint-Guillaume.

Learn more about Zalando Partner Marketing Services: https://partner.zalando.com/services/marketing