How do you sell fashion in today’s world? TikTok may be a big part of the answer if this week’s activities are any indication. It wasn’t too long ago that if a fashion brand wanted to make a splash in the marketplace that they would have a great runway show, run print ads in key magazines and maybe produce a TV ad to run on the networks. Social media continues to alter the way to influence and ultimately sell products.
On Monday of this week, Taylor Swift officially joined TikTok and the “Swifties” came out in full force. Christian Allaire writes in Vogue, “The singer’s first-ever post on the app sees her lip-synching to Dave’s “Screwface Capital” while re-creating iconic fashion looks from some of her nine album releases. For her 2020 album Folklore, for instance, she sports a white, off-the-shoulder dress that totally fits into the cottagecore theme. For 2012’s Red? She wears a sleek black turtleneck and, yes, a bold red lip. But it’s her sunny yellow floral dress from Reformation, the “Joyce” dress, that harkens back to her 2008 Fearless days that currently has the Internet abuzz—in fact, it instantly sold out after she wore it.”
Soon after Swift wore the dress, which retails for $218, it swiftly sold out in all sizes. This isn’t the first time a fashion or beauty item has gone viral on TikTok, but with a megawatt star like Swift wearing it on top of that, the summery dress may just become the most hard-to-get item of the season.
So is this a Taylor Swift deal or can fashion create a stir on TikTok without a celebrity? If the Business of Fashion blog about this summer’s sorority rush videos at the University of Alabama is any indication, the answer is this is a social media phenomenon. The viral sensation that began with sorority rush videos and name-checked labels from LoveShackFancy to Kendra Scott offers a glimpse into fashion’s informal, subcultural future on the TikTok app. Of course it doesn’t hurt to have Taylor Swift wearing the item, but this TikTok trend, and let’s face it, social media of all kinds is what fashion marketers know and will take advantage of because it moves the needle.
Does this mean that traditional media, print, point of sale, etc. are no longer important? Definitely not, but TikTok and social media platforms can reach consumers in meaningful ways that can drive sales…or if done poorly, destroy marketing plans. As we have said numerous times in the past…tell a great story utilizing all the tools in the box, and they will come.
About AKCEL Partners: AKCEL Partners is a sales consultancy founded by three executives with strong bonds throughout the textile, apparel, brand and retail industries. AKCEL Partners offers strategic sales planning combined with experienced, highly networked sales professionals who give clients immediate access to targeted decision-makers. We are dedicated to meeting or exceeding our clients’ short- and long-term revenue goals. To learn more, go to www.AKCELPartners.com.
