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Zara to Expand Live Shopping B...

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Zara to Expand Live Shopping Broadcasts to Western Markets

Zara Expand Live Shopping Broadcasts
The Silicon Review
03 June, 2024

Zara's parent company, Inditex (ITX.MC), is exploring innovative ways to engage consumers as analysts predict a deceleration in sales growth

Zara, the fast-fashion giant, is set to expand its live shopping broadcasts to the UK, Europe, and the United States this year. This initiative, already wildly popular in China, will test a format unfamiliar to many Western shoppers. Zara's parent company, Inditex (ITX.MC), is exploring innovative ways to engage consumers as analysts predict a deceleration in sales growth following a significant post-pandemic surge. Zara's quarterly results, set to be released on Wednesday, will shed further light on this strategy. In China, Zara's five-hour-long live shopping shows, broadcast weekly on Douyin (TikTok's Chinese counterpart); have significantly boosted sales since their inception in November, according to retail analytics firm EDITED. The shows feature Chinese models showcasing Zara dresses, shoes, and jewelry, with segments including catwalk sequences and behind-the-scenes make-up shots. Unlike the high-pressure sales tactics of famous Chinese livestream hosts, Zara's broadcasts adopt a conversational and leisurely style, appealing to a broad audience.

We want to bring this to the West, where live streaming is less common, but we figure why not? This is like advancement in terms of entertainment value, a Zara representative stated. The initiative is expected to launch between August and October.

Live shopping is not entirely new to the West. TV shopping channels enjoyed popularity for decades. However, the fusion of social media and e-commerce has ushered in a new era of live streaming, with China leading the trend. Zara's Douyin show, managed by a team of 70 people from a 1,000-square-meter studio in Shanghai, averages around 800,000 unique viewers per episode, indicating the potential for success in Western markets.

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