ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Luxury brands are getting on TikTok.

Luxury brands are getting on TikTok. While luxury companies are usually slower to adopt new trends, they’ve been jumping at the opportunity to get on the short-form video app that’s skyrocketed with Gen Z. In 2018, Calvin Klein and Ralph Lauren added the platform to their marketing. But this year, Dolce & Gabbana, Tory Burch, Burberry, and a wave of other brands that got on board. Some are partnering with and relying on influencers: Prada invited TikTok star Charli D’Amelio Milan’s Fashion Week, and her resulting post garnered over 36 million views. (Digiday)