Zara sells clothes live
TV programs specializing in the sale of clothes on the air began to gain popularity several decades ago. Social networks and streaming platforms have given the trend a new lease of life. Now in China, thousands of famous personalities conduct online broadcasts every day, where any goods, from cosmetics to snacks, are sold at a furious pace.

Inspired by the success of bloggers, the Spanish brand Zara has been holding weekly five-hour shopping shows on Douyin, the Chinese subsidiary of TikTok, since November last year. Until recently, broadcasts were available only to Chinese customers, but now the brand plans to expand the practice of online streaming to Europe and the United States, and to conduct them not on social networks, but on its own resources – in the application and on the website. Celebrities are going to be involved in broadcasting.
"We want to extend this experience to Western countries, where live shopping broadcasts are not so popular. But we think: why not? From an entertainment point of view, it looks like an evolution," a Zara representative was quoted by Reuters as saying.

This decision was made by the management of Zara not by chance, as Reuters reports with reference to data from the analytical company EDITED, live sales have already helped mraka significantly increase sales. In the first three months of this year, Zara sold 50% more goods in China than in the same period last year.
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