Gen Z fashion brand Adika is using TikTok influencers to sell clothes. When a TikTok user posted a video of herself wearing a pair of pink dragon-printed sweatpants, followers flooded it with comments begging to know where they came from. Enter Adika, who has over 500K followers on Instagram and previously relied on that platform for most of its sales. But when customers flocked to their site to buy their pants after the viral TikTok clip, they began to build a strategy to use the short-form video app. The fast fashion brand now sends their products to popular influencers on the app, but without pressuring them to post videos. So far, hashtags like #AdikaGirls and #AdikaStyle have garnered millions of views. (Glossy)
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