Zara is set to expand its live shopping concept to Europe and the United States later this year.
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Zara is set to expand its live shopping concept to Europe and the United States later this year. Inspired by its success in China, the fast-fashion giant aims to boost online sales with this innovative approach. Since November, Zara has hosted weekly five-hour live shopping shows via Douyin, China’s version of TikTok, significantly increasing e-commerce sales.
Zara’s live broadcasts feature models showcasing dresses, shoes, and jewellery, alongside catwalk footage and behind-the-scenes glimpses. Unlike typical hard-sell livestreams, Zara’s shows adopt a more relaxed style, attracting an average of 800,000 viewers and enhancing brand awareness.
A Zara spokesperson told Reuters, « We want to take this to Western countries, where livestreaming is not as popular… from an entertainment perspective, this is like an evolution. » The European and US shows will stream on Zara’s app and website, starting between August and October.
