TikTok marketing is all the rage in the fashion industry! It may become the next growth engine for fashion e-commerce

According to foreign media reports, TikTok is playing an important role in the fashion retail industry, with more and more fashion brands using the platform to identify the latest fashion trends and marketing promotions. TikTok pushes fashion brand-related content to users to achieve a viral effect.

Unlike the highly filtered and carefully curated content on Instagram, the fashion content on TikTok tends to be unfiltered and rough. This is mainly because most of the content is created by ordinary users, but its content also tends to be more universal and influential, which is the main reason why TikTok can produce a viral effect.

Many video contents on TikTok are created and shared spontaneously by ordinary users. Fashion brands launch advertising tag challenges on TikTok and invite users to participate in the challenge, turning them into spontaneous participants and co-creators of brand marketing activities, thereby helping brands gain maximum exposure and attention.

Take the 'Gucci Model Challenge' for example, an unofficial Gucci model selection campaign launched by Gucci, where users participate in the challenge through creative video content. Currently, the hashtag #Guccimodelchallenge has 261.5 million views, and the luxury brand itself has joined the trend to reach TikTok's Gen Z user base.

In fact, it’s this demographic (and their spending power) that’s driving much of the traction for fashion brands on TikTok. With over 60% of the platform’s users being Gen Z and their spending power exceeding $150 billion, brands are naturally eager to connect more with this target audience.

Industry insiders believe that TikTok's success is due to an algorithm that can accurately push content based on user preferences. According to a survey of 20 million Generation Z groups, 49% of respondents said their fashion purchasing behavior was influenced by the brands they saw on social media.

Another way brands are reaching young consumers on TikTok is by tying up major events and relevant celebrities. For example, Olympic sponsors are currently gaining exposure from influencers on TikTok, with Olympic gold medalist Tom Daley wearing clothing from his sponsor Adidas in TikTok videos posted throughout the Olympics.

In the past, brand sponsors typically gained exposure through television coverage and live audiences, but now, exposure through these channels is decreasing. Overall, more consumers are spending more time on social media, and TikTok has proven to be an effective marketing channel.

Editor ✎ Xiao Zhu/

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