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After launching its TikTok channel last September, French fashion house Louis Vuitton has already surpassed one million subscribers. How do luxury brands achieve such high visibility on TikTok?
On the Chinese social network TikTok, luxury brands are experiencing tremendous success. Gucci and Dior crossed the symbolic million subscribers mark in 2020, a community acquired through a constant flow of content posted on their channels. For each publication, the brands get millions of views and reactions from Internet users.
Let’s take Louis Vuitton as an example. The French house, which belongs to the luxury giant LVMH, has received at least one million views on its last fifteen publications. On July 6, Louis Vuitton‘s TikTok account published a video with the k-pop group BTS, which shook the network and generated more than 15 million views.
A trend specific to luxury
This phenomenon is specific to luxury brands and does not extend to more affordable brands such as Aeropostale, Gap, American Eagle or H&M, which only have between 5,000 and 300,000 followers. Fast-fashion platforms such as Shein and Fashion Nova, however, manage to attract a large community and have over a million followers.
To compensate for this delay compared to luxury brands, more affordable brands are trying to get more visibility with the help of influencers. This is the case of the Gap brand (5,000 followers), which managed to attract the attention of TikTok users last January, when influencer Barbara Kristoffersen (250,000 followers) posted a video of her wearing a sweater of the brand.
In September, it was actress Emma Chamberlain (12 million followers) who posted a similar video wearing a Gap hoodie. Both videos got more than two million views and the associated hashtag (#GapHoodie) was consulted more than 10 million times.
Cece Vu, head of fashion and beauty partnerships at TikTok, takes a close look at the appeal of luxury brands on TikTok. According to her, luxury houses avoid partnerships with influencers at all costs, fearing to tarnish their brand image.
“Luxury brands tend to be among the most successful on the platform,” Cece Vu said. “Recently, we’ve seen more fashion houses leveraging music and soundscapes, which resonates with our community“.
The ingredients for such success
Among the content published by luxury brands are mainly behind-the-scenes videos, beauty tutorials or even teasers for upcoming collections. Recently, the houses have started livestreaming, like Louis Vuitton and Saint Laurent who broadcast their shows live during the virtual Fashion Week.
After broadcasting the shows, the houses offered collections that could be bought immediately on TikTok. The Chinese social network did not want to communicate the total amount of these sales.
TikTok has nearly 100 million active users. If the social network offers more opportunities to luxury brands, it is because, unlike Instagram or Twitter, more than half of TikTok users are from generation Z. A young target audience, then, since 42% of TikTok users are between 18 and 24 years old, while only 22% of Instagram users are in this age range.
“TikTok is a game you win with engaging original content and consistency in posting,” said Annie Leal, head of content at digital media agency H Code. “Louis Vuitton knows how to connect with this young audience and capitalize on what is already popular to build brand awareness.”
Read also > GUCCI: MOST POPULAR LUXURY HOUSE AMONG GENERATION Z
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After launching its TikTok channel last September, French fashion house Louis Vuitton has already surpassed one million subscribers. How do luxury brands achieve such high visibility on TikTok ?
On the Chinese social network TikTok, luxury brands are experiencing tremendous success. Gucci and Dior crossed the symbolic million subscribers mark in 2020, a community acquired through a constant flow of content posted on their channels. For each publication, the brands get millions of views and reactions from Internet users.
Let’s take Louis Vuitton as an example. The French house, which belongs to the luxury giant LVMH, has received at least one million views on its last fifteen publications. On July 6, Louis Vuitton‘s TikTok account published a video with the k-pop group BTS, which shook the network and generated more than 15 million views.
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After launching its TikTok channel last September, French fashion house Louis Vuitton has already surpassed one million subscribers. How do luxury brands achieve such high visibility on TikTok ?
On the Chinese social network TikTok, luxury brands are experiencing tremendous success. Gucci and Dior crossed the symbolic million subscribers mark in 2020, a community acquired through a constant flow of content posted on their channels. For each publication, the brands get millions of views and reactions from Internet users.
Let’s take Louis Vuitton as an example. The French house, which belongs to the luxury giant LVMH, has received at least one million views on its last fifteen publications. On July 6, Louis Vuitton‘s TikTok account published a video with the k-pop group BTS, which shook the network and generated more than 15 million views.
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