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Zara, the fast-fashion brand under Inditex, will expand its live shopping broadcasts to the UK, Europe, and the United States later this year. This move aims to test a format already popular in China but less familiar to Western consumers.
The decision comes as analysts anticipate a slowdown in Zara’s sales growth following a significant post-pandemic surge. The brand invests innovative ways to engage shoppers and maintain its market presence.
The success of Zara in China:
Zara’s live shopping shows in China broadcast weekly on Douyin (TikTok’s Chinese sister site), have significantly boosted sales since their launch in November. According to retail analytics firm EDITED, these five-hour broadcasts have effectively engaged consumers.
A Zara spokesperson indicated plans to launch live shopping in Western markets between August and October. The company aims to introduce this format as an entertainment evolution for shoppers less accustomed to livestream shopping.
Live Shopping as Entertainment:
While live shopping is a novel concept in the West, it has long been popular in China, where influencers rapidly sell a wide range of products.
Zara’s approach in China features a more relaxed and conversational style, with Chinese models showcasing Zara products in various settings, including catwalk sequences and makeup shots.
Production and Audience:
The production of Zara’s live shows involves a team of 70 people working in a 1,000-square-meter space in Shanghai, utilizing seven cameras to provide dynamic angles. On average, each show attracts around 800,000 unique viewers.
The live shopping format has increased brand awareness and sales in China. EDITED data shows that Zara sold out of most sizes and 50% more products in the 1st quarter of 2024, reaching the same period in 2023.
Despite reducing its physical store presence in China from 570 stores in 2019 to 192 as of January 31, 2024, Zara has reached shoppers through live streaming.
