In an age where customers are always online, we need more than ever to build a personal relationship to our customers, and enter their online social lives in engaging, entertaining and enriching new ways. Social media is more than just a marketing tool; it is an online mobile experience through which our customers communicate, learn and share. Through innovative customer-centric storytelling, a holistic service design approach, and a lean and agile crossfunctional team method, Zalando is building a gamechanging social brand.