According to Charles Levecque, Head of Luxury and Fashion at TikTok, shopping on social networks has become the logical next step in the fashion industry. TikTok has been actively involved in various fashion initiatives in recent years, from immersive fashion shows to online shopping and collaborations with luxury brands. During Paris Fashion Week, Levecque discussed TikTok’s strategies and vision for the future in the fashion industry.
One of the exclusive events organized by TikTok during Paris Fashion Week was with Off-White. This project allowed them to showcase new experiential tools for the TikTok community, offering them an immersive experience of fashion shows. Multiple cameras were positioned on the runway, creating a sense of total immersion. This was a step forward in elevating the fashion show experience on the platform. TikTok has previously hosted shows with other labels such as Dior and Balenciaga, allowing the community to register in advance and watch the shows on the platform.
Levecque also highlighted the types of content that are most appreciated by users in the luxury and fashion industry. Backstage and pre-show vlogging has gained popularity, providing a behind-the-scenes look and capturing the excitement surrounding the events. Content created before the shows featuring celebrities has also been well-received by the TikTok community.
When discussing successful fashion and luxury deals on TikTok, Levecque mentioned Gucci’s pre-show for Milan Fashion Week, which featured exclusive content with a popular creator named Francis Bourgeois. The offbeat content resonated with the TikTok audience, generating millions of views. Balmain’s collaboration with Doja Cat for a mini concert and fashion show also received a positive response. Levecque emphasized the influence of content creators like Khaby Lame, who recently became the face of Hugo Boss, on shaping the fashion of tomorrow. They can amplify brands and help make them more global and inclusive.
Levecque explained why fashion and luxury brands are attracted to TikTok compared to other social networks. TikTok provides the easiest gateway to reach a new generation of consumers and understand their codes and means of expression. Millennials and Generation Z, who will be the future consumers of luxury, are already a significant presence on TikTok. The platform also offers a perfect showcase for creativity, allowing brands to effectively tell their stories and express their creativity.
Contrary to the misconception that TikTok’s user base is predominantly young and unable to afford luxury products, Levecque revealed that 67% of TikTok’s audience is now over 25 years old. TikTok has grown beyond its initial image and is more accessible to a broader range of users.
Addressing the challenge of balancing the naturalness that works well on TikTok with the highly coded images of fashion and luxury brands, Levecque believes that this discussion will evolve as the platform matures and brands adapt to the TikTok environment.
Lastly, Levecque discussed TikTok’s plans for shopping on the platform. TikTok aims to help users take action, discover products, and potentially make purchases. They have already collaborated with brands like Make Up For Ever and the LVMH group with Dior, where TikTok creators presented beauty moments and promoted collections for purchase. TikTok is still exploring how to create more integrated shopping experiences on the platform while ensuring a seamless user journey.
In conclusion, TikTok continues to expand its involvement in the fashion industry through innovative initiatives and collaborations. The platform offers brands a unique opportunity to reach new audiences, express their creativity, and engage with consumers. As shopping on social networks becomes a key trend, TikTok intends to be at the forefront of this new market, providing users with a seamless shopping experience within the platform.
Useful links:
1. TikTok
2. Business of Fashion
