Lowkey, but luxurious. Quiet. Elegant. Non-invasive. A private fashion show. Those are some of the ways one can describe Spanish fashion retailer Zara’s newest online sales gimmick. Not quite your usual TV shop, but not the entirely opposite either.
In November 2023, Zara began hosting weekly five-hour live shopping shows on Douyin, China’s version of TikTok.
According to Walk the Chat, the very first live show attracted 1.2 million viewers and more than 250,000 interactions.
Since starting the broadcasts, Zara has seen its Chinese sales increase significantly. In data presented to Reuters, products where more than 50% of all sizes were sold out significantly increased in each month of the first quarter of 2024, compared to the same period last year.
So now, naturally, the fashion brand is bringing its broadcast to the United States, United Kingdom, and its home base of Europe.
"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 to Reuters.
The live streams are expected to launch no earlier than August, but no later than October.
On Monday, June 3, 2024, Zara’s parent company Inditex’s stock continued its long-term climb, increasing by 1.19% today. The shares have seen an incline of 12.49% year-to-date, reflecting of the company’s post-pandemic rally. In the last five years, Inditex has seen an upswing of 75.64%.
