Zara has announced plans to expand its livestreaming e-commerce model to the US, UK, and European markets later this year.
According to Zara, a team of approximately 70 people is responsible for the China-based live broadcasts, which take place in a 1,000-square-meter venue in Shanghai.
These broadcasts are filmed using seven cameras to switch between different angles, attracting an average of around 800,000 unique viewers per session. Retail analytics company Edited reported that since its launch last November, Zara’s five-hour weekly livestreaming sessions on Douyin have boosted the brand’s sales.
With digital catwalks, fitting room tours, and “behind-the-scenes” peeks at the camera crew and gear, Zara’s inaugural livestream on Douyin attracted approximately 1.22 million views, brought in over 250,000 RMB ($35,054) in revenue, and received positive feedback from Chinese internet users for its colorful presentation.
“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,” marketing expert and managing director at digital consultancy VO2 Asia Pacific Sophie Coulon told Jing Daily at the time. “In markets like China, where digital engagement, especially through short videos and livestreams, forms an integral part of daily life, the stakes are even higher.”
Beyond livestreaming, as we have reported, Zara has also been betting on a premiumization strategy in China. The fast fashion retailer held a pop-up shop on Shanghai's Wukang Road in late 2023 to introduce their most recent partnership with London-based Studio Nicholson. Chinese KOLs showed up to support the event, dressed in wool coats, blazers, and trousers from the collection.