Zalando Acquires Majority Share in Lifestyle Blog Highsnobiety Signaling the Value of Content in a Social Media Society

Zalando acquires majority stake in Highsnobiety, bringing together content and commerce at Zalando Corporate, Current information about Zalando SE

Source: Zalando acquires majority stake in Highsnobiety, bringing together content and commerce

In April, Hypebeast announced that they were acquiring SPAC Iron Spark I to IPO on Nasdaq: Two Important Sneaker Events Announced: SoleSavy Launches SS4 Sneaker and Hypebeast to IPO on Nasdaq – ARCH-USA 

In this post, I explained that long-form content has remained an important driver of engagement for both brands and retail outlets. The overinvesting in influencer marketing has begun to wane as the results of dollars spent are qualitative. Blogs are data driven and tracking CTR is verifiable through various data programs from Google Analytics to Statcounter in WordPress. When Hypebeast advertises for a brand, there is quantitative evidence of ad-spend. Highsnobiety, like Hypebeast, has been a purveyor of culture and lifestyle in the luxury arena since it pivoted from covering sneakers at its inception. In 2018 the site garnered an 8.5-million-dollar investment from Felix Capital. The site introduced e-commerce as a response to that investment shifting away from a media driven revenue and marketing concept. The announcement that international e-commerce giant Zalando has acquired a controlling share in Highsnobiety is verification that blogging is still a valuable method of building a business and reaching a demographic that looks for more in-depth content than short videos and social media posts provide. Highsnobiety generates 4.1 million visits a month with a breakdown of traffic coming from the following countries: