Saks is officially on TikTok, tapping popular social stars to promote its wears. The luxury retailer has tapped actress Larsen Thompson (1.1M followers), Everett Williams (259K followers), Chanel McKinsie (60K followers), and Maddie White (2M followers) to create relevant content like #GRWM (get ready with me) videos and clips promoting loungewear, eveningwear, and cosmetics. Creators will also participate in a branded “shoe flip” challenge, showing viewers how they transition from daywear to going out clothes with the toss of a shoe. Brands from Kate Spade to E.l.f. Cosmetics to State Farm have been creating their own branded TikTok challenges since the app exploded, and as the platform grows even more among Gen Z and Millennials, more brands / retailers are cashing in on the TikTok trend engine. Since Saks split off from Saks Fifth Avenue, the retailer has experienced a boom in online sales, and its TikTok presence signals how it’s growing its digital presence to reach young people. (AList, Chain Store Age)
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