The article discusses how luxury brands are strategically using TikTok to engage younger consumers while also leveraging shoppable features for immediate sales. Claire Adler emphasizes the dual approach: luxury brands like Chanel and Gucci focus on long-term relationships, while resale platforms opt for direct sales via TikTok Shop. The potential TikTok ban poses significant risks, disrupting established marketing strategies that have yielded impressive returns on investment. Brands dread the possibility of losing this platform, which has substantially influenced their marketing in recent years and created unique revenue opportunities.
"Losing TikTok is likely to significantly impact brand engagement and future growth."
"TikTok nimbly serves two very different goals: long-term relationship building and immediate sales."
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