TikTok’s luxury fashion influence is growing. From Coach’s Y2K-inspired purse, to #CheapestThing, to #BamaRush, the style discourse on TikTok is real, and is having a direct impact on sales for luxury items. According to The RealReal’s 2021 Resale report, the best-selling luxury brands of the past two years include Gucci, Louis Vuitton, Chanel, Prada, and Dior. Gucci and Louis Vuitton are also the top luxury brands on TikTok with products like the iconic Gucci Jackie bag (#guccijackie1961) going viral with more than 21 million views and Louis Vuitton’s monogram Pochette bag (#lvpochette) generating over 1 million TikTok views (demand for the Gucci Jackie bag has grown 50% year-over-year and demand for Louis Vuitton’s Pochette bag has increased 47%). Content creators like Charles Gross (who has 500K followers) are spreading their knowledge of luxury fashion on the platform as well, while gaining popularity for making the industry feel more accessible for young consumers. YPulse’s luxury research found that 66% of young people say luxury items are back in style, and many are going to secondhand shops/platforms to discover products from luxury brands. (Refinery29, Fashionista)
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