When I heard Cindy Crawford and Kaia Gerber would be teaming up to host Zara's first-ever shopping broadcast on Sept. 25, I wasn't sure what to expect. Would it assume a QVC-esque, "show and tell" format where the hosts hold various products up to the camera and gush about how life-changing they are? Would it feel like a live recording of a mother and daughter going shopping together, heated arguments and all? Would the stream take place in a store, a closet, or a secret third place somewhere in the ether? And most importantly, would this new way of shopping—dubbed ZaraStreaming—even work?
Suffice it to say, I had my doubts as I sat before Zara's homepage, watching the countdown to the Wednesday afternoon stream tick closer to completion. When the show began, however, it quickly became clear that ZaraStreaming is not a true streaming platform in the Twitch sense of the word. It's a pre-recorded video broadcast with integrations for live chat and real-time shopping.
