Zara, the renowned fast-fashion brand, is set to expand its live shopping broadcasts to the UK, Europe, and the United States this year. This innovative format has already gained immense popularity in China and aims to engage Western shoppers, who are less familiar with this shopping experience.
Zara's Live Shopping Success in China
The parent company of Zara, Inditex, has reported significant success with live shopping broadcasts in China. These five-hour-long weekly shows on Douyin, TikTok's Chinese sister site, have substantially boosted Zara's sales since their launch in November. According to retail analytics firm EDITED, these broadcasts feature Chinese models showcasing Zara dresses, shoes, and jewelry in an engaging and leisurely style, contrasting with the typical hard-sell approach seen in Chinese live shopping.
"We want to take this to the Western countries, where livestream is not as popular...but we think why not – from an entertainment perspective this is like an evolution," said a Zara spokesperson. This initiative is expected to launch between August and October, targeting a broader audience and bringing a new dimension to shopping in Western markets.
The Evolution of Shopping as Entertainment
The concept of shopping as entertainment is not new. TV shopping channels where viewers could phone in to buy featured products were popular for decades. However, social media and e-commerce have ushered in a new era of live streaming, led by China, where influencers sell various products at a rapid pace.
Zara's approach aims to offer a more refined live shopping experience. Their shows include catwalk sequences, "backstage" makeup shots, and a conversational style, providing a more relaxed and engaging atmosphere for viewers. This unique approach has garnered significant attention, with each show attracting around 800,000 unique viewers on average.
Impact on Sales and Brand Awareness
Zara's live shopping broadcasts have significantly increased brand awareness in China. EDITED analyst Krista Corrigan noted that Zara sold out of most sizes in 50% more products in China in the first three months of this year compared to the same period in 2023. A dedicated team of 70 people works on these live shows, streamed from a 1,000-square-meter space in Shanghai, utilizing seven cameras to switch angles and enhance the viewing experience.
Expansion to Western Markets
With the success in China, Zara is now looking to replicate this model in Western markets. The brand is investing in new ways to engage shoppers, especially as analysts expect sales growth to slow down following an extraordinary post-pandemic surge. By introducing live shopping broadcasts to the UK, Europe, and the US, Zara hopes to capture the interest of Western shoppers and offer an innovative shopping experience.
Zara's expansion of live shopping broadcasts to Western markets marks a significant step in the evolution of shopping as entertainment. With the success of this model in China, Zara aims to engage a broader audience and continue to drive sales through innovative and engaging methods.
As the brand prepares to launch this initiative, it will be interesting to see how Western shoppers respond to this new form of shopping.
Source: Reuters
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