Amancio Ortega, founder of Inditex, continues to demonstrate his ability to reinvent the fashion industry. In this instance, it is not a new store or a multimillion-dollar acquisition, but an innovative way to connect with consumers.
The textile giant has decided to bring to Spain a strategy that has already been hugely successful in China and promises to transform the shopping experience in the country. What is it all about? Let’s delve into it.
The revolution of live shopping arrives in Spain
Inditex has decided to embrace live shopping, a live sales model that combines the characteristics of a fashion show and an online store, offering a completely interactive shopping experience.
Until now, this modality was only in China, where Zara successfully implemented it through the Douyin platform, the Chinese version of TikTok. However, the company has decided to take it a step further and bring this innovative strategy to markets such as the United States, the United Kingdom, and finally, Spain.
Live shopping is not just a live stream, but a sophisticated presentation of collections and products that allows viewers to buy what they see directly from the platform. During these broadcasts, consumers can interact in real-time, inquire about details of the pieces, and make purchases instantly. In a context where social networks dominate how we consume content, this strategy emerges as one of Inditex’s major bets for the coming years.
How will live shopping adapt to the Spanish market?
The success of live shopping in China is undeniable, but replicating this model in Spain poses a challenge that goes beyond simply transferring a proven formula. Each market has its peculiarities, and in the Spanish case, Inditex must adapt to local consumption dynamics. Although the platforms where these live shopping events will take place have not been revealed yet, it is likely that the company will opt for a mix of social networks like Instagram or TikTok.
The challenge is not minor, but the expectations are high. Analysts at Jefferies have pointed out that live shopping could become one of the main growth drivers for Inditex. The key will be how the company manages to adapt audiovisual language and marketing strategies to capture the attention of the Spanish consumer.
The future of fashion: digital and interactive
With the arrival of live shopping in Spain, Inditex is exploring new ways to sell its products and defining the future of retail. This live selling modality not only offers a more personalized and dynamic shopping experience but also opens the door to new ways of interacting with brands.
Although the deployment of this strategy in Spain is expected for the fall, the potential impact it could have is already generating a lot of excitement. While it is true that replicating the Chinese success will not be easy, Inditex has the experience, resources, and innovation capabilities necessary to make this initiative a resounding success. What is clear is that Amancio Ortega and his team have decided not to settle for the status quo and are betting on change.