Why Are Luxury Brands So Invested in TikTok?
Tearsheet by Cheyney Chiddick.
Addison Rae, Wiggies, NYU quarantine meals, and to go back even further, Dalgona Coffee. Even if you’re not an avid TikTok user, you’ve surely heard of these topics tossed around in conversations among Generation Z and millennials. Amidst the pandemic and our current political climate, this generation’s youth has sought to use TikTok as a form of escapism. The short video app, which has amassed over 500 million active users worldwide, delivers digestible content in the span of 60 seconds or less.
@Gucci on Instagram
What makes TikTok so addictive is the fact that its AI algorithm and recommendation system curates personalized content for its users. Whether you’re interested in watching the latest dance trends or trying to learn more about the stock market, there is an endless array of content bound to suit your tastes. The ability for TikTok to create such strong, diversified communities has enabled a new fashion platform to emerge for small content creators and brands.
High-end fashion labels such as Prada, Louis Vuitton, Celine, Saint Laurent, and Alice + Olivia have jumped on the bandwagon and presented their Spring 2021 collection via TikTok.
Louis Vuitton
Tearsheet by Jacqueline Vu.
You’re probably wondering, why would these luxurious brands go to such great lengths to market themselves toward a majority who cannot afford their merchandise? According to Forbes, over 60% of TikTok’s userbase is dominated by Gen Z. Younger consumers tend to be heavily influenced by influencer culture and prefer the instant gratification of buying a trendy, inexpensive outfit. It is therefore understandable for fast fashion companies to take advantage of this opportunity and market themselves on the app. Brands such as Zara, Aritzia, and Amazon’s private labels have succeeded in this aspect by going viral for their affordable yet stylish pieces. As for luxury brands, what they can gain instead is the youth perceiving them as aspirational or “hype.”
When a certain luxury fashion item is “hyped,” there are bound to be knockoffs and counterfeits. Under the hashtag #designerdupes on TikTok, you’ll encounter users sharing tips on finding counterfeit goods like Prada Monolith Boots or Cartier bracelets from the Chinese e-commerce site DHGate. Even Amazon has taken part in knocking off existing designer goods. Replicas and look-alikes are definitely not a new phenomenon to luxury brands as you can see from a walk down Canal Street. Despite this, said brands can benefit from their merchandise going viral, which in turn creates a stronger sense of desire for the real product. It also reinforces the idea that the original product is far superior. Through this platform, luxury brands can further democratize access to their brand, leading to a stronger fan base and brand identity if done right.
Gen Z has a spending power of $143 billion and is projected to account for 40% of global consumers by the end of 2020. While the future of luxury fashion and TikTok is uncertain, there is no denying that this generation’s youth will continue to influence our current trends and retail sector.
Alice & Olivia
Tearsheet by Jacqueline Vu.
Louis Vuitton
Tearsheet by Jacqueline Vu.
Celine
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Prada
Tearsheet by Jacqueline Vu.
Saint Laurent
Tearsheet by Jacqueline Vu.
Article by Jacqueline Vu, Contributor, PhotoBook Magazine
