Zalando’s vice president of womenswear Sara Diez said the fashion retailer’s biggest future competitor will be Instagram rather than the likes of Asos and Amazon.

Diez said Zalando is often compared to fashion retailer Asos – though the European retailer is much bigger with 300 million site visitors a month – but said the two sites “complement each other” rather than compete with each other. 

“Instagram is inspirational and easy for customers to use,” Diaz said. The former Nike senior director said she did not see Amazon as a competitor due to its current lack of fashionability.