Successful marketers know that they need to get their brand and products in front of their target demographic as often as possible. However, that depends greatly on knowing where their target audience is spending time. According to Google trends, global searches for the key phrase “TikTok fashion” are up by 195% since 2020. The presence of fashion content is steadily increasing on TikTok.
TikTok’s effect on fashion is described as disruptive. Trend forecaster on TikTok Mandy Lee says “The influence that has come from TikTok is larger than anything from Instagram ever was.” TikTok’s reach greatly increased during the COVID-19 lockdowns, and online shopping increased along with it. TikTok has helped capture national attention for fashion trends such as boho, cottage-core, night luxe, real, chill, glam and many more.
Given TikTok’s increasing importance to organizations’ marketing strategy and the fashion field, professionals in fashion must not neglect this growing platform. One of the most effective ways a fashion professional can become successful in fashion marketing is to earn a Bachelor of Science (B.S.) in Fashion Merchandising and Marketing online from Arkansas State University (A-State). This program equips students with the marketing knowledge to navigate fashion trends and apply them in their own roles.
Social Media Marketing for Fashion Brands
Social media platforms like TikTok, Instagram, Facebook, X (formerly Twitter) and Pinterest reflect current trends and are vehicles for launching new ideas and creating buzz for new products and brands. In an article examining the power of social media in fashion from the Journal of Interactive Advertising, writers discuss the influence of brand-related and social media-related experiences on future intention. They note that the sense of community in social media groups helps build favorable attitudes towards brands featured on influencers’ pages: “Social media platforms are now the primary source of information for consumers and one of the most powerful marketing tools for fashion businesses.”
Fashion and Luxury Brands Invest in TikTok Marketing
A global survey of marketing professionals in 2021 found that nearly 70% of fashion and luxury brands invested in TikTok marketing to engage with a new consumer group. The explosion of fashion topics and influencers on TikTok since that 2021 survey illustrates the effectiveness of that strategy.
Vox reported that by 2022, TikTok “absolutely dominates style trends and discussion around fashion.” The algorithm that quickly identifies and magnifies viral content helps spread content to millions of users within hours or days. This rapid distribution of content shapes what consumers consider stylish, which helps drive what they purchase.
Influencer marketing platform The Cirqle featured case studies of effective TikTok influencer campaigns for fashion brands. It notes: “Major fashion brands from Gucci to Calvin Klein and Secret Sales have turned to TikTok influencers to boost their brand visibility and engagement. Their campaigns have spanned from runway lives to behind-the-scenes exclusives, attracting more eyes on their offerings.”
How TikTok Became the Ultimate Fashion Influencer
A relative newcomer to the social media landscape, TikTok’s environment encourages creativity, authentic content and the ability to reach huge audiences quickly. The Cirque notes that a large portion of TikTok’s algorithm is geared towards personalized recommendations, which accounts for the rise of influencers. In fact, influencers partner with brands in more than a traditional endorsement deal. Influencers and brands work together to create content that will resonate with their audience. This drives engagement and brand visibility, which naturally results in higher conversions.
This type of influencer marketing is more relatable to consumers. In fact, WhatTheBigData notes that as of 2023, TikTok reached 150 million monthly users in the U.S., and most users are between 18 and 24 years old. It’s important for brands to tailor content for that specific demographic, although they have seen an increase in users of all generations. Matching influencers to audiences with content tailored to that audience is the winning strategy.
Another factor in their success as a marketing platform is that influencers from different parts of the world connect with their local cultures, helping to boost engagement and create trust. Engagement increases as brands work with influencers to tailor their content to local trends, interests and humor.
Fashion brands are using multiple ways to leverage TikTok marketing. Combining influencer marketing with paid ads helps boost visibility and sales. With the launch of TikTok Shop, the power for influencers to directly drive e-commerce is even more seamless. Also, as brands tap into popular trends like sustainability and capitalize on entertaining content, they can organically launch their TikTok content on other social media platforms. Graduates of A-State’s online B.S. in Fashion Merchandising and Marketing program gain the necessary knowledge and skills to utilize TikTok and influencers for effective marketing strategy.
Launch Your Fashion Merchandising and Marketing Career
Students pair knowledge of marketing, supply chain, communications and accounting with insights into fashion forecasting, market analysis and more through A-State’s online B.S. Fashion Merchandising and Marketing program. It offers creative courses as well as courses like Current Issues in the Global Fashion Industry and Fashion Market Analysis to prepare graduates for careers in fashion marketing like buyers, visual merchandisers, brand managers, merchandisers and fashion marketing managers.
Learn more about the A-State’s online Bachelor of Science in Fashion Merchandising and Marketing program.