{"id":198109,"date":"2024-06-03T11:51:58","date_gmt":"2024-06-03T09:51:58","guid":{"rendered":"https:\/\/ipmark.com\/?p=198109"},"modified":"2024-06-03T17:44:22","modified_gmt":"2024-06-03T15:44:22","slug":"zara-activara-este-ano-el-live-shopping-en-europa-reino-unido-y-eeuu","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=198109","title":{"rendered":"Zara activar\u00e1 este a\u00f1o el ‘live shopping’ en Europa, Reino Unido y EEUU"},"content":{"rendered":"

La firma de moda de Inditex, Zara, llevar\u00e1 a lo largo de este a\u00f1o las experiencias de compras en vivo a Reino Unido, Europa y Estados Unidos, despu\u00e9s de probar este formato con \u00e9xito en China.\u00a0<\/b><\/p>\n

El live shopping se llevar\u00e1 a cabo a trav\u00e9s de su\u00a0propia aplicaci\u00f3n y sitio web<\/b>, en lugar de una plataforma de terceros, para garantizar el control sobre la est\u00e9tica, recoge Reuters. En China, Zara realiza semanalmente compras en vivo desde\u00a0Douyin<\/b>, la versi\u00f3n china de TikTok, desde el pasado noviembre. Esta iniciativa le ha permitido impulsar las ventas en el pa\u00eds as\u00edatico.<\/p>\n

A diferencia de China, donde el live shopping de la firma textil tiene una duraci\u00f3n de cinco horas, en los nuevos mercados el objetivo es que tenga una duraci\u00f3n de entre 45 minutos y una hora.\u00a0<\/b><\/p>\n

En Douyin, la activaci\u00f3n de Zara presenta modelos vistiendo ropa de la marca espa\u00f1ola, prob\u00e1ndose zapatos y joyas. Tambi\u00e9n incluye secuencias de pasarela y tomas de maquillaje. Un equipo de 70 personas trabajan en estos programas en vivo en China, en un espacio de unos 1.000 metros cuadrados en Shanghai. De media,\u00a0a<\/strong>trae estas experiencias a unas 800.000 espectadores \u00fanicos por programa.\u00a0<\/b><\/p>\n

\"\"
Imagen de un estudio de fotograf\u00eda de Inditex.<\/figcaption><\/figure>\n

En el caso de Reino Unido, Europa y EEUU, el live shopping resaltar\u00e1 las\u00a0colecciones de Zara Woman<\/b>\u00a0y ser\u00e1n guiados por \u201cpersonalidades de la moda muy conocidos\u201d, se\u00f1ala la firma textil, en un comunicado. Los espectadores tambi\u00e9n podr\u00e1n reaccionar en tiempo real, con preguntas, comentarios y emojis.<\/p>\n

Asos, L\u00b4Or\u00e9al y Puma<\/b>, entre otras marcas, han lanzado TikTok Shop en Reino Unido, mientras que Alibaba AliExpress ha lanzado un programa de live shopping en este mismo pa\u00eds, llamado \u2018It Girls\u2019.<\/p>\n","protected":false},"excerpt":{"rendered":"

Desde noviembre de 2023, la firma espa\u00f1ola realiza semanalmente compras en vivo en China, con alrededor de 800.000 espect\u00e1dores \u00fanicos por programa.<\/p>\n","protected":false},"author":30,"featured_media":198110,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2154],"class_list":["post-198109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ecommerce"],"acf":[],"yoast_head":"\nZara activar\u00e1 este a\u00f1o el 'live shopping' en Europa, Reino Unido y EEUU<\/title>\n<meta name=\"description\" content=\"Desde noviembre de 2023, la firma espa\u00f1ola realiza semanalmente compras en vivo en China, con alrededor de 800.000 espect\u00e1dores \u00fanicos por programa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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