After China, Zara expands live shopping experiment to Europe and US
The Chinese Success StoryZara's journey into live shopping began with a bold experiment on Douyin, China's version of TikTok, back in November 2023. Broadcasting weekly five-hour shows, the fast-fashion giant tapped into a format that has revolutionized retail in the region. These aren't your typical hard-sell streams; instead, Zara crafted a relaxed, presentation-style experience featuring models showcasing dresses, trying on shoes and jewellery, interspersed with catwalk footage and behind-the-scenes glimpses.