3 days Berlin was upside down. At least when it comes to fashion. Because the third "Bread&&Butter" by Zalando took place as a public festival with interactive fashion shows, music, brand staging, exhibitions and talks on the digital future of fashion. And of course with shopping directly on site and on zalando.de.

© Zalando

For the very first time, the festival did not have its own website but an integrated area on the Zalando platform. A sensation! Brands are connected to the target group via event highlights, brand stories, sneaker drops and exciting new products. Perfect for the users and for the business of Zalando. I designed the information and content architecture for the B&&B hub.

© Zalando

On the basis of a comprehensive analysis of the Zalando website and the competition, I worked out the needs of the different stakeholders. I evaluated content and created user journeys. 3 sitemaps - Before, During and Always on - guarantee a user experience that is always perfectly adapted to the needs of the users.

• Target group analysis Generation Next
• The role of B&&B by Zalando
• Benchmark Analysis
• Vision for the hub
• Goals of the stakeholders: User, Campaign Manager, Brand Manager, Content Manager
• Implementation in page architecture:
  Before: Minimum initial content, awareness, maximum ticket push
  During: Event editorial and shoppable Contents, Exklusive Brands and Stories, New Drops…
  Always on: Focus-Switch on Brands, Spirit through editorial content from the event

© Zalando