Zara’s live shopping shows are a big hit in China. Can it do the same in the West?

Zara will expand its live shopping broadcasts to the UK, Europe and the United States this year, testing a format that is already wildly popular in China but one with which Western shoppers are less familiar. The fast-fashion brand, whose parent Inditex reports quarterly results on Wednesday, is investing in new ways to engage shoppers as analysts expect sales to grow less strongly after an extraordinary post-pandemic surge. Five-hour long live shopping shows in China, broadcast weekly on Douyin

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