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TikTok is fashionable and fashion is "TikTokable"

The app has turned into a real business opportunity

By Alessia Amorosini

TikTok depopulated more and more overwhelming even the most skeptical, earning the title of social most appreciated by the generation Z: from lip-sync to ballets for pure entertainment, the app has become a real business and marketing opportunity. This opportunity has been seized by the big fashion brands that, just like TikTok, launch new trends and ride the wave of novelty.

TikTok depopulated more and more overwhelming even the most skeptical, earning the title of social most appreciated by the generation Z: from lip-sync to ballets for pure entertainment, the app has become a real business and marketing opportunity. This opportunity has been seized by the big fashion brands that, just like TikTok, launch new trends and ride the wave of novelty.

@calvinklein

##advicetomyyoungerself by @giawoodsmusic. ##PROUDINMYCALVINS ##lgbtq ##pride ##showyourpride

♬ original sound - calvinklein

 

In the same year, Ralph Lauren also landed on the platform, with an ironic campaign for Polo Sport. Here, the young actress and model Diana Silvers, as a tennis player, has to rival herself.

@ralphlauren

Life is about winning. 🏆 Show us how you’re ##WinningRL and we’ll pick 3 champs

♬ Clap - TikTok アシスタント

The videos that Ralph Lauren dedicates to the various possible combinations for their garments or accessories are very coherent with the language of the app, a fresh strategy useful for showing, in a few seconds, a wide range of outfits.

@ralphlauren

One piece. Five ways to wear it. @lani.baker styles the Mini Bellport Bag with ##PoloRalphLauren’s newest collection. ##RalphLauren

♬ original sound - ralphlauren

Today we can find on this original communication platform: Prada, Furla, Dolce & Gabbana, Tory Burch, Burberry, Jacquemus and many other brands...

Charli D’Amelio, born in 2004, defined by The Face as "CEO of TikTok", currently boasts 74.2 million followers. He appears in the front row of the Prada fashion show of Milan Fashion Week 2020. Her talent? The dance and the fresh communication of an ordinary girl who casually becomes a celebrity. His collaboration with Prada, with content published on his account, has yielded 5.9 million likes, 64.300 shares and 37.3 million comments and 39.5 million views.

@charlidamelio

@prada ##prada dc @ya.girl.bri.bri97

♬ Cannibal by Kesha - rapidsongs

Furla, brand of bags made in Italy, celebrates its TikTok profile by collaborating with Elisa Maino, one of the most popular Italian influencers (currently has 5.3 million followers).

To promote the brand's iconic Metropolis bags, revisited in a more rounded version with bright colors, Furla has studied a real choreography, original music and the hashtag #furladancechallange.

Dolce & Gabbana also uses TikTok for promotional purposes, collaborating with Elisa Maino and other Italian influencers (and not only) made famous by this social network, including Marta Losito and Valerio Mazzei.

For example, the three appear in the "Are you #DGEnough?" Campaign.

@dolcegabbana

Are you ##DGEnough ? ##DGTiktok ##DolceGabbana @majno @valerio.mazzei @marta.losito

♬ DGENOUGH - Dolce&Gabbana

 

Another brand TikTok campaign is #DGFattoamano with which the stylists want to celebrate, through the gestures of the choreography and the sound, the exceptional workmanship of their garments.

@dolcegabbana

@cosette dances to the sound of ##DGFattoAMano

♬ DGFATTOAMANO - dolcegabbana

Tory Burch instead launches the #kickitwithToryBurch challenge with @cosette and @tayhage during New Work Fashion Week.

@toryburch

The ##kickitwithToryBurch challenge with @cosette during ##NYFW

♬ original sound - toryburch

Burberry has edited a personalized effect for TikTok with its new monogram, the latter also being the protagonist of the #TBChallenge, which invites you to form a T and a B with your hands.

@burberry

Learn how to participate in the ##TBChallenge

♬ Some Velvet Morning (feat. Kate Moss) - Primal Scream

Jacquemus also uses Tik Tok as a showcase for its accessories, from the Bob hat to its iconic mini-bags, strategically using some of the app's musical catchphrases.

@jacquemus

Size doesn’t matter ? ##jacquemus ##jacquemusbag

♬ AhiChallenge - elrodcontreras

 

It is clear that web users, who have an estimated attention threshold of around 8 seconds, appreciate this type of communication made of short videos with sincere and unfiltered content.

Sponsoring through challenges and hashtags that encourage users to respond personally to the video, also arouses a feeling of inclusion that rarely turns out to be so democratized in the luxury sphere.

TikTok certainly brings better brand appeal today, is this promising new strategy destined to develop an ever-increasing number of advertising functions or to turn out to be a straw?