Luxury fashion brands are joining TikTok to reach young shoppers, and playing catch up with popular retailers. Fast fashion brands like Fashion Nova, Pretty Little Things, and Shein have been active on TikTok and racking up millions of followers, views, and likes. Blush Mark, which has been working with influencers on the platform, reports that “the brand’s highest single-day sales coincided with an influencer post on TikTok going viral and reaching 3 million views.” Now, high-end designers like Louis Vuitton, Fendi, and Dior are flocking to the app to reach that audience especially as Fashion Week continues to get impacted by the pandemic. According to YPulse’s VP of Content MaryLeigh Bliss, the reason is clear: “The growth of TikTok among the next generation of shoppers has been enormous.” (Business Insider, Glossy)
