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Zalando uses a made-in-China approach to take on Amazon

Its move to borrow from its Chinese counterparts represents a new strategy of looking East, not West, for inspiration

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After meetings he held in autumn 2013 with various players of China's e-commerce industry, Mr Gentz decided the country's approach to online fashion was far ahead of anything available elsewhere.

Berlin

ROBERT Gentz stepped off an Air Berlin plane in Beijing with the goal of conquering online fashion in China. By the time he boarded his return flight to Berlin, he had a new plan: to copy it.

Mr Gentz, a 34-year-old German who is a co-founder of Zalando - a European clone of

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