Michael Kors is using TikTok Shop to reach Gen Z who barely knew the brand existed. Its TikTok Shop launch is running at almost four times initial expectations, according to an earnings call. The brand even admitted Gen Z consumers “almost didn’t know who we were” before since the brand’s hype kind of died off with suburban Millennial moms. With the launch, influencer buzz is driving demand for the $359 Hamilton Soft handbag, its strongest sell-through in years. The momentum matters because Michael Kors is also cutting promotional days by roughly 50% to sell more at full price. While quarterly revenue fell 8.6%, its customer database grew 8%, with Gen Z among the newest engagement. (Glossy)
👀 Read more from YPulse: Half of Gen Z is Using TikTok Shop in 2026
