Zalando are winning by partnering with top brands for in season merchandise, unlike Amazon who often compete on price which often means end of season or unbranded goods. To differentiate themselves, Zalando are changing from an online store to a platform where brands can transact directly with the customer and under their Partner Program 2500 stores operated by 200 brands are live on the site. The FT points out that the Zalando model is attractive to brands as they don’t have to compete on price and sell at the same price point on Zalando as they would on their own website or in retail stores.

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