Fast-fashion retailer Inditex has opened its first Zara China concept store, in Shanghai’s CBD.

The store features digital services provided in collaboration with Alibaba’s Tmall platform to allow customers to buy limited-edition items via their mobile phone. Visitors can scan product barcodes to signal an attendant to bring clothes to a fitting room, and then make a digital payment if they decide to purchase.

Following lacklustre earnings last year, Zara is refocusing on digitisation, O2O services and social influencers to reach its target demographic.

Zara China was launched in 2006 and now operates more than 180 stores. China is home to Inditex’s second largest retail network after its home territory of Spain.