Zara is to expand its live shopping broadcasts to the UK following a successful trial in China.

The initiative will also be rolled out to Europe and the United States between August and October this year, Reuters reported.

Owner Inditex said it was investing in new ways to engage shoppers following analyst expectations of a slowdown in sales growth.

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A Zara spokesperson said: “We want to take this to the Western countries, where livestream is not as popular…but we think why not – from an entertainment perspective this is like an evolution.”

The fashion brand has been streaming five-hour long live shopping shows on TikTok’s Chinese sister site Douyin since November, which has had a positive impact on sales in the region.

Zara’s shows feature Chinese models wearing different outfits, trying on shoes and jewellery. It also includes catwalk sequences and “backstage” make-up shots.

The fashion retailer launched on TikTok Shop in the UK last November, becoming the latest brand to allow users to purchase its clothing directly though the social network.

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