After China, Zara expands live shopping experiment to Europe and US
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Jun 03 2024
0mins
Should l Buy ?
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.
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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.
