Frasers Group just hired a TikTok creator as their new fashion consultant. Last year, 23-year-old Alexei Hamblin kicked off a TikTok series where he shared his ideas for revamping “dead” sports brands at Sports Direct, which quickly racked up hundreds of thousands of views and got the attention of the retailer’s owner. While he half-expected a cease-and-desist letter after calling some of the pieces “boring” and “tacky,” the retailer actually invited him to their office, and he left the meeting with a new consulting position for the legacy sports brand Slazenger. He’s been documenting the whole process on TikTok, from early sketches to mock-ups, while engaging with fans’ feedback, turning his followers into an invested audience (and hopefully, new customers). Brands are recognizing that young creators with loyal followings can help them reach audiences they might never have connected with before, and with their social media presence, make the brands feel more accessible, interactive, and yes, even fun. (BBC)
