Zara expands live shopping to Europe and US after success in China

From Investing.com: 2024-06-03 01:15:43

Zara plans to bring its live shopping shows to the UK, Europe, and the U.S., capitalizing on the success of broadcasts in China. The brand is exploring new ways to engage customers as sales growth is expected to slow down post-pandemic. Zara’s Chinese live shows have helped boost sales.

While TV shopping channels have been popular for years, social media and ecommerce have ushered in a new age of livestreaming. Zara’s approach on Douyin features models trying on clothes and accessories in a leisurely, conversational style, which differs from the hard-sell tactics of other livestream hosts in China.

Zara’s livestream experienced high brand awareness in China and saw a substantial increase in product sales in the first three months of this year. The brand’s online presence in China has shrunk significantly, but the livestreaming format still reaches customers effectively.

Zara will host live shows on its app and website in the UK, U.S., and select European countries to maintain aesthetic control and enhance engagement with registered users. The shows will be shorter than those in China, focusing on specific collections and hosted by well-known fashion personalities for a friendly, casual experience.

Inditex’s investment in live shopping with Zara demonstrates its innovation and adaptability, positioning itself as a pioneer in the UK retail market. Other brands like Asos, L’Oréal, and Puma have also launched on TikTok Shop. Live shopping expert Carmen Muley believes providing a unique experience is key to successfully engaging Western consumers.



Read more at Investing.com: After China, Zara expands live shopping experiment to Europe and US By Reuters