Zalando is shifting to a softer marketing strategy after blasting the market with its previous commercial spots, where its customers were screaming for joy when they received their orders. Its new 27-second spot alerts customers to get ready for the season's trends, featuring fashion models wearing a variety of styles and expressing a wide range of attitudes. The company's marketing initiatives will be led by a new marketing manager, Arne Schepker, 40, who replaced Carsten Hendrich on March 1. He had already joined Zalando as vice president of brand marketing in mid-2013, after working for a couple of advertising agencies, Breuninger and Bogner. He was promoted to the post of global brand manager at Zalando four months ago.

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