Themed “Discover Zalando City”, Zalando’s crossmedia annual report 2016 takes the reader on a journey through Zalando City. A print magazine, which comes enclosed with the report, serves as a travel guide. In three chapters – “Shopping & Lifestyle”, “Commerce & Community”, “People & Culture” – customers, employees and brand partners have their say.
At the same time, the travel guide aims to direct readers to the virtual Zalando City, which offers video content such as interviews, reportages and 360° views of Zalando sites. A postcard, which can easily be detached from the magazine, is meant to be sent out to the “real world” and thus raise brand awareness. Individually created icons freshen up the layout of the report itself and direct readers to matching destinations within the “Zalando City Guide”.