Zara today launches its live shopping model in Spain, called Zara Streamingand which will allow consumers to purchase items from the catalog directly. With this move, as the company announced a few weeks ago, it expands the scope of this commercial strategy after its successful launch in the Asian market.
So far the brand has shared few details about how the model works or what consumers can expect from the shoot. However, it has announced that the inaugural event, which will take place this Wednesday, September 25 at 9 p.m., can be seen through its website and application.
Zara inaugurates the strategy in Spain with “two fashion icons”
In addition, the broadcast will be directed by the filmmaker David Lowery and will have the presence of the models Cindy Crawford and Kaia Gerber -mother and daughter-, whom he defines as “two fashion icons” and of which he assures “represent the essence and legacy of the supermodel phenomenon“.
Likewise, the brand has explained that during the streaming a special collection of garments selected by stylist Carlyne Cerf de Dudzeele. which is a set of versatile garments for autumn. During the broadcast, viewers will be able to learn the details behind each garment as well as buy them in real time.
In the last few hours, Zara has been communicating the celebration of the event and creating anticipation to capture the attention of its community of followers. In addition, to give prominence to the broadcast on its website, it has offered the possibility of Schedule the appointment on digital calendars.
On the other hand, it has created a countdown through Instagram Stories. In one of the publications he has revealed the information related to the protagonists and in another he has shared a photograph of the preparations for the event.
The journey of Zara Streaming started in November 2023 in China, a market in which live shopping enjoys notable popularity and is practiced by other big brands such as Shein or Aliexpress. There, the broadcasts are carried out on the Chinese social network Douyin and are carried out from Shanghai.
The success in the Chinese market has led the flagship of the Inditex group to expand the scope of the strategy betting on western markets. Thus, in addition to launching it in Spain, it will also take it to the United States, France, Italy, Germany, the United Kingdom, Ireland, the Netherlands and Canada.