How to win the flight-to-value shopper (with operational precision)

Europe’s shoppers are still tightening their purse strings amid record inflation and rising living costs – but their standards remain high. As a result, value-seeking shoppers now make up the fastest-growing segment in fashion retail. Brands that redefine “value” beyond low prices and focus on quality, convenience and trust lock in these customers and dominate the market. Learn how they’re doing it with four data‑backed plays (plus a sneak‑peek of our panel’s top questions), or watch the full 25-minute webinar for the deep dive.

Today’s value-conscious customers expect more than discounts. They seek frictionless experiences, durable products and trust in a brand’s promise. Shoppers increasingly delay purchases, switch platforms for better pricing and favour retailers who combine price clarity with fulfilment speed. Understanding this mindset shift is critical: brands that align their strategies with these expectations are well-positioned to grow through downturns and beyond.

• Europe’s off-price sector already commands €222 billion in annual sales and is accelerating at a 6.5 % compound annual growth rate (CAGR).

• 79 % of consumers are actively trading down to private labels or smaller brands instead of buying less or hunting for discounts.

• Nearly 40 % have switched retailers to secure better prices, and over one‑third (~35 %) have tried alternative brands.

• In the apparel segment, about 22 % of shoppers in Germany and the United Kingdom delay purchases until a sale or promotion is on offer.

Shoppers are becoming more deliberate. That shift demands an equally deliberate operational response. Brands that get this right turn expectation into opportunity – like converting one-off buyers into loyal advocates.

Prepare to get tactical insights you won’t find anywhere else. In a brand new expert panel, industry leaders from ZEOS and Zalando break down the toughest challenges facing retailers today, and arm you with frameworks, real numbers and rapid-fire solutions you can put into action immediately.

Dive into real‑world pricing levers that safeguard margins, uncover the optimal DTC-versus-wholesale mix, and get concise tactical frameworks straight from those who have helped shape the industry.

While a single failed delivery can cost you a customer, the right quality and storytelling can win them back. Nearly 48 % of global consumers will return to a premium brand if it offers superior quality or performance – even when they’re in a discount mindset.

What shoppers call “value” spans three layers:

• Built-to-last quality: durability, fit, craftsmanship

• Meaningful storytelling: collabs, ethical sourcing, tech innovation

• Frictionless convenience: every click, checkout step and delivery touchpoint must be seamless

Let’s have a look at each lever in detail.

Quality built for performance and resale

Consumers are selecting products that offer technical function, durability and long-term relevance. Many now treat fashion purchases as investments, evaluating each piece not only for personal use but also for resale potential.

Key components of quality include technical innovation, craftsmanship and resale viability. Insulating heat-tech linings, breathable fabrics, moisture-wicking treatments or specialised support features, such as cushioning in running shoes or shaping in outerwear, signal product integrity. Durable stitching, high-quality closures and structured construction reinforce value perception at first touch.

The rise of recommerce, with pre-owned items now exceeding €21 billion in GMV across Europe – with 52% being fashion items – has added another layer to value. Items that hold shape, colour and appeal beyond the first wearer, are gaining favour with value-driven shoppers.

Brands that prioritise these elements build lasting trust and increase the likelihood of referral and repeat purchase.

Storytelling that creates belonging

Perceived value increases when shoppers see themselves in a brand’s message. Consumers engage more with labels that foster identity and offer authentic touchpoints across platforms.

Brands invite participation through community-driven positioning. They launch collaborative capsule collections and design partnerships to keep offerings fresh. They also articulate clear principles: transparent sourcing, diverse campaigns and ethical production. These values resonate with shoppers and unite purpose with style.

Brand equity grows when actions consistently reflect the story. This alignment matters more to the flight-to-value shopper than polished advertising.

Logistics that reinforce trust

Every operational touchpoint influences how shoppers interpret value. Delivery timing, order visibility and post-purchase ease create either confidence or hesitation.

In 2024, Zalando piloted a locally tailored approach in Sweden, built on three pillars: locally relevant assortment, fast delivery, and locally differentiated UX. By curating a region-specific assortment, the ease of finding new products improved, lifting Net Promoter Score by 4 points.

Streamlining logistics from seven fulfilment centres to a focused network in Stockholm, Szczecin, and Erfurt—and partnering with carriers with strong local reputations—cut delivery times from 3.7 to 1.7 days. This speed boost increased checkout completion by 1.5 percentage points while also reducing average parcel distance by 45%, lowering both costs and carbon footprint. That’s no small feat when 60% of EU shoppers now name fast, reliable delivery and hassle-free returns as their top criterion for loyalty.

Across markets, two-day delivery drives a 47% jump in conversions and shrinks cart abandonment by 73%. Behind the scenes, one-stock-pool orchestration with ring-fencing keeps hero SKUs available everywhere while protecting full-price assortments from markdown erosion. And because a single failed delivery can erase the €60–70 spent to acquire that customer, flawless execution is your most powerful retention play.

For the flight-to-value shopper, convenience is built from reduced effort, precise timing and reliable resolution – not speed alone. Logistics becomes part of the value narrative when it enables confidence at every step.

Off-price is no longer the dusty bargain bin. Lounge by Zalando converts 55 % of first-time off-price buyers into full-price shoppers. Globally, the segment is set to hit $747 billion by 2033, growing at 8.7% CAGR.

Platforms like Lounge, BESTSECRET and Showroomprivé are gated shopping clubs. Discounted prices don’t show up on Google, protecting value perception while driving volume. For brands, off-price becomes a cost-effective way to liquidate stock and acquire new customers – without undercutting full-price margins.

Tactics to grow without margin erosion

Brands protect their full‑price core by ring‑fencing hero products and directing overstocks into closed‑club channels. They create urgency through limited‑time drops while closely tracking ROI at each journey step, ensuring that many off‑price shoppers graduate to higher average order values on full‑price sites.

For a broader view on balancing channels, skim how brands can scale their own e-commerce operations in Europe.

Before you implement any tactic, remember that this paradigm shift in spending is structural and not a temporary blip. Value-seeking behaviour demands a multifaceted response: durable products, sharp pricing and seamless convenience. Off-price channels, when carefully ring-fenced, acquire high-value shoppers without undermining margins, while logistics expertise, such as predictable delivery windows and flawless order execution, drives conversion, retention and upsell. 

Marry these elements with compelling storytelling and community engagement, and you have your blueprint for profitable growth. Now, see each play in action in our expert panel replay.