Facebook helps Zara owner sell clothes using video games

After building the world’s biggest clothing empire without using TV and billboard ads, the owner of fashion brand Zara is trying another way to market its dresses, jeans and jackets — video games.

Spain’s Inditex SA is responding to the shift from physical stores to online sales by teaming up with Facebook and Instagram to develop “Pacific Game” to attract younger buyers to its Pull & Bear brand.

It’s not about clinching a direct sale but building a relationship with younger customers. E-commerce brought a third of Inditex’s revenue last year and a chunk of the $3 billion it’s earmarked for new investments will go to making sure the digital boom doesn’t run out of steam.