Brands are finding innovative ways to leverage the challenges posed by the TikTok platform. In this week’s BLSTK Replay, the strategic luxury watch developed by BalistikArt, we explore the phenomenon in more detail.
TikTok has become a source of trends, making it an ideal platform for luxury brands to connect with consumers and build trust. The organic content on TikTok has made it an authentic space and a hub for the latest fashion trends. By incorporating these trends into their marketing strategies, brands can reach a wider audience beyond their subscribers, thanks to TikTok’s algorithm. This allows brands to demonstrate their understanding of current trends and showcase their creativity in utilizing them. A prime example of this is seen in Gucci’s #GucciModelChallenge and Coach’s #Pillowtabby campaigns. As the trend towards luxury democratization grows, with DIY videos and unboxing content garnering millions of likes, brands are exploring how to strike a balance between maintaining their value and engaging with a larger audience.
Coach, in particular, has experienced a surge in views on TikTok as fashion enthusiasts highlight the iconic nature of their products. One of Coach’s bags, in particular, received acclaim as the “bag of the year” from TikToker Trisha Smith, earning over 500,000 views on the video. The Coach Pillow Tabby bag, inspired by the year 2000, has captured the attention of TikTok users with its rectangular pillow-like shape, soft leather, and the iconic “C” logo. The popularity of this bag is evident in the hashtag #Pillowtabby, which has garnered over 3.2 million views and features numerous user videos of excitedly unboxing their new bag. Coach has capitalised on this viral trend by creating an article showcasing its most popular bags on TikTok, effectively engaging Generation Z in a playful manner and incorporating Coach products into their digital brand strategy.
The full BLSTK Replay of the week covers other luxury and digital trends, including Burberry’s exploration of feminine freedom, Gucci’s innovative talk show concept, and the latest denim trends. This comprehensive review provides insights into the ever-evolving world of luxury and digital engagement.
(Useful links:
– BalistikArt: BalistikArt’s official website showcasing their strategic luxury watch and other innovative projects.
– TikTok: TikTok’s official website where users can explore the platform and discover viral trends and content.)
