Zara, the Spanish fast fashion giant, has opened its first fashion store in Shanghai’s Central Business District. The fashion firm has joined hands with Alibaba’s e-commerce platform (Tmall) to help shoppers avail all digital services.
The shoppers can scan the bar codes of their favourite products through their mobile phones, which will eventually signal the shop attendants to bring the selected apparels to the fitting room.
Once the purchase is done, the customers can also make their payment digitally again using the same platform. The sales of Zara are expected to surge in the coming months following the collaboration.
After dismal earnings in 2017 and a disappointing first half of 2018, Zara is hoping to regain the lost glory by focusing on digitisation and O2O services. The firm will also be recruiting Chinese stars and celebrities to attract the local crowd.
Zara entered China back in 2006 and today has more than 180 retail stores in the country.
