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Brands take advantage of the multiple challenges of the platform. Decryption in this week's BLSTK Replay, luxury business intelligence content developed by the BalistikArt agency.
TikTok: a source of trends.
If luxury houses have the opportunity to boost consumer confidence by integrating TikTok into their marketing strategies, this social network has become not only a very popular platform, but also an authentic space, due to the organic nature of the content. Like it or not, TikTok is on top of the latest fashion trends.
By integrating them, brands can expose their content beyond their subscribers thanks to the platform's algorithm. They show that they understand them, and prove that they are creative enough to exploit them. This is also the case for Gucci and the #GucciModelChallenge, or even Coach and the #Pillowtabby.
While the trend is towards the democratization of luxury – with DIY or “unboxing” videos amassing millions of likes – brands are trying to walk the line between maintaining their value and engaging with a larger audience.
A passion for Coach.
The Coach house has seen a recent increase in the number of views on the social network thanks to the attention of fans of trendy brands recalling how iconic their products are. One of the brand's bags even received the qualification "bag of the year" by the TikTokeuse Trisha Smith, recording more than 500,000 views on the video. Indeed, the Coach Pillow Tabby bag, inspired by the year 2000 with the shape of a rectangular pillow in soft leather and completed with the “C” logo, has become a real it-bag.
As proof of its popularity, just look at the “Pillowtabby” hashtag, which has over 3.2M views and is embodied by numerous videos of users unboxing their new bag with some excitement. Coach also took advantage of this virality on TikTok to create an article showcasing his most popular bags on the platform. Enough to engage Generation Z in a fun way while refocusing Coach products in the digital brand strategy.
Women's freedom according to Burberry, the Gucci talk show, the denim trend… Discover the full BLSTK Replay of the week.
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