Historically speaking, luxury companies have either been shy to jump on the latest trends or have been a little slower to adopt new trends. Increasingly these days, they are betting their brand image on TikTok.
The brands like Prada, Alice+Olivia, Dolce & Gabbana, Tory Burch, Burberry, and Missoni are following the trend at the beginning of 2020. These brands have been promoting themselves on TikTok.
Earlier, luxury brands used to just sit back and would witness other brands jump on the latest trends, and would later come to play catch-up. But, we are in a different time now, where marketers are smart and do not want to make the last move. They know the importance of utilizing what is selling in the current date. Brands like these have shared their taste of success on other platforms like Facebook, Snapchat and Instagram and they know there is hardly any risk if the marketing strategy is good.
The transitional change for some companies has been to work with content creators and influencers that are native to TikTok. Brands are inviting creators on their fashion runaway and the creator, in turn, tags the brand on several of their posts. Both brand and creator have something in this deal and from a marketing perspective, it is a great way for a brand to reach its potential audience.
Luxury brands tend to pay more in product and access but the influencers are signed up with big agencies and now luxury brands are following the suite and creating a buzz for their image on TikTok and other popular social media platforms.