TikTok and Fashion Marketing
Written by Trinity Duong
We’ve seen an emergence of a multitude of trends that have come directly from TikToks algorithm. Notable pieces of fashion pulled from this application are the strawberry dress, Vivianne Westwood pearl chokers, and Amazon leggings that do wonders for shapewear. There are endless examples of fashion pieces that TikTok has put on everyone’s shopping list. TikTok has even changed the fashion industry by creating new styles such as cottagecore or E-Girls. Because TikTok pulls so much weight for making these styles notable, many even reference trend names as “the TikTok ___”. There is so much power behind TikTok that it has revolutionized the inclusivity of fashion and has understood the ambiguity surrounding different aesthetics.
TikTok has also created many careers for its users. Although many creators are not taken seriously by a majority of the audience their content is respected depending on the perspective of their viewers and audience. This niche following has turned materialism into a market that resonates with a multitude of different international backgrounds.
However, as fast as these trends come, they leave, and it is up to us to determine the longevity of a product. Many fashion interests can seem to hold no value and TikTok can be churned out to be an application full of mindless themes surrounding all sorts of genres including fashion. Although TikTok continues to be discredited due to an older generation deeming it “a waste of time”, this social media has the strongest ability to get people to consume products.
Although many look down upon certain things such as music due to its popularization on TikTok it seems that there is a more positive connotation when it comes to their products especially if it is fashion-related. We can hear many people saying to turn a song off because it’s a “TikTok song” but we equally see people making YouTube videos reviewing TikTok clothing or products. This application is becoming a trendsetter and its algorithm constantly promotes the latest trend enabling consumers to watch a product over and over again to the point of purchase.
Even videos that aren’t fashion-related can quickly be turned into just that simply by having a creator wear a piece of clothing. When opening the comments you will see a flood of questions asking them where their outfit is from. Because of this, we can see a constant presence of the fashion industry engrained not only on our social media but in our lives.
As the success of trends relies on the success of the videos it is heavily dependent on luck and the algorithm that usually favors stereotypically attractive users. The app also relies on video format as it can showcase all different angles and details of your outfit. There is a more multidimensional representation of clothing that can be stitched with similar aesthetics to overview your message or artistic intention. With the option to Duet and react to videos, TikTok has also added an element that secures the opinion of other users in a promotional way.
It is undeniable that TikTok has created a new sector for fashion to be marketed to the public. Its virality and quick-paced algorithm push forward newer and newer trends that feed into consumption. By offering a glamorous insight and perspective into the fashion industry TikTok attracts user’s attention and helps influence their fashion choices.
If you want to learn more about fashion and how social media influences the industry make sure to read “How Social Media Is Changing The Fashion Industry”.
