Fashion retailer Zara is expanding its live shopping broadcasts to the UK, Europe, and the US, leveraging its initial success in China.
- Zara initially launched its live shopping format on Douyin in November 2023, featuring long livestreamed catwalk sequences.
- These broadcasts, showcasing the Inditex brand’s clothing, have reportedly increased sales, with official figures expected in Inditex’s quarterly results.
- Zara’s live shopping in the UK, US, and Europe will be accessible through its ecommerce website and mobile app.
- This move follows similar launches by other retail giants like Ebay, AliExpress, and Joules.
Fashion retailer Zara is set to expand its live shopping broadcasts, a format first launched in China in November 2023, to the UK, Europe, and the US. The initiative marks a strategic effort to replicate the success observed in China across new markets. The broadcasts feature extensive live-streamed catwalk sequences and behind-the-scenes footage, effectively showcasing the Inditex-owned brand’s extensive range of clothing and accessories.
The live shopping experience, launched on the Chinese social media platform Douyin, consists of five-hour-long sessions that engage customers by blending fashion shows with interactivity. This innovative approach has reportedly led to increased sales in China, although specific figures remain undisclosed until the release of Inditex’s quarterly results.
Across the UK, US, and Europe, these live broadcasts will be integrated into Zara’s existing ecommerce infrastructure, including its website and mobile application, thereby enhancing the digital shopping experience for its customers. This digital expansion aligns with wider trends in the retail sector, where live shopping is becoming increasingly prevalent.
Notably, other major retailers such as Ebay, AliExpress, and Joules have also launched similar live shopping formats this year, indicating a growing industry-wide shift towards this dynamic retail approach. Despite inquiries for further details, Inditex has chosen not to comment further on this development.
Zara’s expansion into live shopping across key markets signifies a strategic adaptation to evolving retail trends.
