🛍️ Zara Expands Live Shopping
Zara is set to expand its live shopping broadcasts to the United States, the United Kingdom, and Europe later this year. This expansion follows successful trials in China, where the Spanish retailer has been hosting weekly five-hour-long shopping shows on Douyin since November. The shows feature Chinese models showcasing outfits, shoes, and jewelry, boosting sales, according to retail analytics firm Edited.
🌍 New Markets for Live Shopping
The live shopping format will be introduced to Western countries where it is not as popular, aiming to engage with shoppers in a new way. Zara will roll out its broadcasts to the US, the UK, and selected European countries between August and October this year. By hosting the live shows directly on its app and website, Zara maintains control over its aesthetics and customer experience.
📺 Evolution of Shopping
Live streaming shopping builds on the concept of TV shopping channels popular in the 90s and 00s. These channels encouraged viewers to call in and purchase featured products. Today, shopping as a form of entertainment continues to evolve, with brands like Zara launching on TikTok Shop in the UK last November and other brands such as Asos, Puma, and L’Oreal experimenting with similar formats earlier this year.
📈 Investment in New Formats
Zara's parent company, Inditex, is investing in new shopping formats following analyst expectations of a slowdown in sales growth. By expanding its live shopping broadcasts, Zara aims to tap into new markets and engage with customers in innovative ways. The retailer’s focus on maintaining its brand aesthetics and directly connecting with customers through its platforms highlights its commitment to staying ahead in the competitive fashion industry.
Will Zara's live shopping broadcasts be popular in the West?
