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It’s the turn of Saint Laurent to join the platform. Following Dior and Gucci, the luxury brand made its first steps on May 15 on Tik Tok.
The French brand which had already made use of the platform during Paris Fashion Week fall / winter 2020, opened on May 15 a dedicated account on the Chinese social network TikTok where it has already published three videos.
This social network, western form of Douyin developed by the tech giant ByteDance in Beijing, is on the rise. Playful content, short formats, the winning combination to make this social network the network of choice for young generations.
For its part, the Chinese counterpart of Tik Tok has a more mature audience with 40% of its users aged 24 to 30, closer to the Chinese GenZ coveted by luxury brands.
The luxury brands already seduced by Tik Tok therefore have every interest in betting on the parallel use of Douyin.
Another strong point of the application is its e-commerce functionality. By pursuing a retailtainment strategy, luxury brands are converting their audiences into consumers.
According to the latest ByteDance annual report, the number of downloads of the Tik Tok / Douyin duo during confinement has exploded, exceeding the two billion mark. A beautiful opening for luxury brands.
Read also > FACEBOOK EMPIRE PUSHES FURTHER INTO E-COMMERCE WITH LAUNCH OF ONLINE SHOPS
Featured photo : © Saint Laurent[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
It’s the turn of Saint Laurent to join the platform. Following Dior and Gucci, the luxury brand made its first steps on May 15 on Tik Tok.
The French brand which had already made use of the platform during Paris Fashion Week fall / winter 2020, opened on May 15 a dedicated account on the Chinese social network TikTok where it has already published three videos.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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[/vc_cta][vc_column_text]Featured photo : © Saint Laurent[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”customer”][vc_column][vc_column_text]
It’s the turn of Saint Laurent to join the platform. Following Dior and Gucci, the luxury brand made its first steps on May 15 on Tik Tok.
The French brand which had already made use of the platform during Paris Fashion Week fall / winter 2020, opened on May 15 a dedicated account on the Chinese social network TikTok where it has already published three videos.[/vc_column_text][vc_cta h2=”This article is for subscribers only.” h2_font_container=”font_size:16″ h2_use_theme_fonts=”yes” h4=”Subscribe now!” h4_font_container=”font_size:32|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE!” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Ftest2023.luxus-plus.com%2Fen%2Fabonnements-et-newsletter-2%2F|||”]Unlimited access to all the articles and live a new reading experience, preview contents, exclusive newsletters…
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[/vc_cta][vc_column_text]Featured photo : © Saint Laurent[/vc_column_text][/vc_column][/vc_row]
