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Making Phyllo Parcels with a Greek Yaya | SaltWire #halifaxnovascotia #greekfood #cookingLONDON - Zara will expand its live shopping broadcasts to the UK, Europe and the United States this year, testing a format that is already wildly popular in China but one with which Western shoppers are less familiar.
Shopping as entertainment isn't new - TV shopping channels where viewers phoned in to buy featured products were popular for decades - but social media and ecommerce have triggered a new era of livestreaming, led by China where influencers sell everything from cosmetics to snacks at a frenetic pace.Zara's show on Douyin features Chinese models wearing Zara dresses, trying on shoes and jewellery.
Zara sold out of most sizes in 50% more products in China in the first three months of this year than in the same period of 2023, according to EDITED data. The ad-hoc livestreams will highlight specific Zara Woman collections, and will be hosted by two"very well-known" fashion personalities, the brand said, without naming them.
But, she added, Inditex's investment in live shopping is an example of its momentum and ability to be at the forefront of experimenting with new formats. Asos said its first order came within 30 minutes of launching, and new shoppers account for 57% of those buying its products via TikTok Shop.
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