Luxury brands go all in on TikTok

Digiday 27 Feb 2020 05:00

This story first appeared on Glossy, Digiday’s sister publication covering fashion and beauty.

Historically luxury companies have been slower to adopt new trends, but they are increasingly game to bet on TikTok.

Dating back to late 2018, fashion brands started to add the platform to their social marketing mix, such as Calvin Klein and Ralph Lauren. Moving into 2020, a wave of brands are jumping onto TikTok like Prada, Alice + Olivia, Dolce & Gabbana, Tory Burch, Burberry and Missoni.

“Luxury brands used to sit back and watch everyone else jump on a trend, then would have to play catch up,” said Kristin Maverick, vp of social and influencer marketing at advertising agency 360i. “We are in a different time where smart marketers don’t want to be the last to move. These brands have seen the success from other platforms and know there is less risk after [being on] Snapchat, Twitter, Instagram and Facebook.”

An easy and transitional step for some companies has been working with influencers and content creators native to TikTok. During Milan Fashion Week, 15-year-old influencer Charli D’Amelio showed up at Prada’s show to capture content for her followers. She posted seven videos wearing Prada and tagged the brand in five of those posts. One video showcased D’Amelio with three models on the runway, while dancing to Avril Lavigne. Her best performing post for Prada totaled 5.7 million likes, 64,300 shares and 36.8 million views.

Continue reading original article...