Zara, the global fast fashion retailer, has announced ambitious plans to expand its successful livestreaming e-commerce model to the US, UK, and European markets later this year. This strategic move aims to replicate the brand’s success in China, where livestreaming has become a significant driver of sales and customer engagement.
Since its launch last November on Douyin, China’s popular short video platform, Zara’s livestreaming sessions have proven to be a lucrative endeavor. The broadcasts, managed by a dedicated team of approximately 70 people, take place in a 1,000-square-meter venue in Shanghai. Utilizing seven cameras to capture different angles, these sessions attract an average of 800,000 unique viewers each, according to retail analytics company Edited.
The impact of these livestreams has been notable. Zara’s five-hour weekly sessions have significantly boosted the brand’s sales. The inaugural livestream alone attracted around 1.22 million views, generated over 250,000 RMB ($35,054) in revenue, and garnered positive feedback from Chinese internet users for its vibrant and engaging presentation. Features like digital catwalks, fitting room tours, and behind-the-scenes looks at the production process have captivated audiences, demonstrating the brand’s innovative approach to digital engagement.
Sophie Coulon, marketing expert and managing director at digital consultancy VO2 Asia Pacific, emphasized the importance of this approach. “It’s not just about having a digital presence but offering a seamless, omnichannel journey that mirrors the premiumness of a brand across all touchpoints,” Coulon told Jing Daily. In markets like China, where digital engagement through short videos and livestreams is deeply ingrained in daily life, the stakes are even higher.
Beyond its livestreaming efforts, Zara has also been pursuing a premiumization strategy in China. In late 2023, the retailer held a pop-up shop on Shanghai’s Wukang Road to showcase its latest collaboration with London-based Studio Nicholson. The event attracted significant attention, with Chinese Key Opinion Leaders (KOLs) attending in stylish wool coats, blazers, and trousers from the new collection, further solidifying Zara’s premium positioning in the market.
With the planned expansion of its livestreaming model, Zara aims to capture the attention of consumers in the US, UK, and Europe by leveraging the success and lessons learned from its Chinese operations. This move is expected to enhance the brand’s omnichannel presence and provide customers with a more interactive and engaging shopping experience.
As Zara continues to innovate and adapt to changing consumer behaviors, its foray into livestreaming e-commerce across new markets represents a significant step in its global strategy. The retailer’s ability to blend digital innovation with a premium shopping experience will likely set a new standard in the fast fashion industry.