Contrasting patterns

Bring in contrasting patterns

We want to cut through the noise and show people who we are. We do it the way we say everything else: to the point, with our own energy – and without judgement. 

Getting right to the point, and sharing an insight 
into what drives us
Not clashing – we're not arrogant, judgemental or pointlessly provocative.

How to write with contrasting patterns

Know your references

We know what’s what in fashion and culture – and Enthusiasts do too. 

Tap into relevant language to show we’re on a level. Think fashion terms, cultural cues, and references that work for your proposition and market. 

We can even add our own twist to common phrases. By breaking the pattern, we’re showing we follow our own style. 

Drop them in casually, and trust that IYKYK. We’re doing it to share the intel, not to lecture.

Check the Inclusive writing guide for more on how we do (and don't) use slang.

Do
Don't

Bring in a perspective

We make better connections when we show who we are. So when we have a point of view, we give it. 

We do ✅

  • Keep it snappy  

  • Apply Enthusiast insights (Zalando internal document) and cultural knowledge to root it in real life  

We can

  • Ask questions to see our audience’s POV  

We don’t ❌

  • Go along with mass opinion 

  • Tell people what to think

  • Have a POV on everything, just what’s relevant in the moment

  • Give a perspective for no reason

Do
Don't

Set the rhythm

Our voice shows our attitude. Rhythm is the sound that makes it stick.   

This is all about getting the right balance – a little goes a long way. 

  • Crisp, super-short sentences break the flow. Like this. 

  • En dashes create longer pauses in a sentence – and extra emphasis.  

  • Rhyme, repetition and alliteration create a flow that keeps readers reading. 

  • Contrasts create pattern, like big and small, classic and modern. 

  • Lists can have rhythm too – order items from fewest to most syllables (and stick to sets of three). 

Do
Don't