Zara is set to broaden its horizons by introducing live shopping broadcasts in the UK, Europe, and the United States this year, marking a departure from its traditional retail strategies. While live shopping is already a phenomenon in China, its introduction to Western markets represents a bold move for the fast-fashion giant, especially amidst projections of slower sales growth post-pandemic.
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The brand, under its parent company Inditex, has seen remarkable success with its five-hour long live shopping shows on Douyin, China’s version of TikTok, since their launch in November. According to retail analytics firm EDITED, these broadcasts have significantly contributed to Zara’s sales boost in the region. Now, with plans to expand globally between August and October, Zara aims to leverage the entertainment value of live shopping to engage Western consumers in a new and innovative way.
Although the concept of shopping as entertainment is not entirely novel, the convergence of social media and e-commerce has ushered in a new era of live streaming, particularly in China where influencers drive sales with frenzied broadcasts. Zara’s approach to live shopping on Douyin distinguishes itself by featuring leisurely-paced shows with a focus on showcasing its products through catwalk sequences and behind-the-scenes glimpses, in contrast to the high-pressure sales tactics employed by some hosts.
The success of Zara’s live shopping initiative in China has been remarkable, with an average of 800,000 unique viewers per show and a surge in product sales. With a dedicated team and state-of-the-art production facilities in Shanghai, Zara has effectively elevated its brand presence in China and capitalized on the growing trend of live commerce. As the brand prepares to replicate this success in Western markets, it aims to create a unique and immersive shopping experience that resonates with consumers worldwide.
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