After China, Zara expands live shopping experiment to Europe and US
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 03 2024
0mins
Source: reuters
- Expansion of Live Shopping: Zara plans to expand its live shopping broadcasts to the UK, Europe, and the United States this year, following success in China.
- Format and Approach: The live shows feature models trying on Zara products, catwalk sequences, and a conversational style to engage viewers.
- Business Impact: Zara's live shopping in China led to increased brand awareness and sales growth, even as physical stores decreased.
- Differences in Western Markets: Zara aims to adapt its live shopping approach for Western audiences, focusing on shorter shows with a friendly and casual experience.
- Industry Trends: Other brands like Asos, L'Oréal, and Puma are also exploring live shopping through platforms like TikTok Shop, targeting new customers and enhancing engagement.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
