TikTok: boosting fashion marketing

The giant TikTok has 12 million users in France, 41% of whom are between 16 and 24 years old. This is a major opportunity for fashion brands looking to expand their audience and connect with their future customers. We explain how TikTok is breaking the rules and barriers to become the playground for brands favored by fashion enthusiasts. 📱

🤫 Challenges for fashion brands

The lockdown changed the way we consume. The online fashion sector saw an 11% increase in sales, while physical stores lost 26% of their business. This has forced a rethink of how we buy, and more importantly, how we sell products. Clothing purchases remain heavily dependent on the budgets of French consumers, as they are not always considered a priority expense. 💸

Online fashion shopping primarily reaches millennials, who have significant purchasing power (they spend 19.5% of their total budget on this category, compared to only 10% for seniors). Another characteristic of this customer base is their more volatile behavior: they frequent about 7 different brands.

A target 🎯 increasingly sought after by industry players who are adopting communication and sales techniques primarily based on social media to appeal to this fully connected, trend-hungry audience.

2021 Study - of 50,000 young people aged 16 to 25

As for social networks, TikTok, the third favorite social network for 16-24 year olds (after Instagram and Snapchat), has clearly understood the strategic stakes involved. The social network gives them the illusion that anyone can easily become an influential figure. ⭐

With 90% of users visiting the app more than once a day, the monthly engagement rate is over 70%.

In terms of content, it is both original and highly targeted to users based on their interests, thanks to the recommendation algorithm. Hashtags go viral in no time, and there are endless trends on various topics (lifestyle, food, fashion, etc.), which generates significant awareness and visibility for brands.

💣 TikTok's innovative formats

TikTok should be considered more as a content creation platform than a social medium like Instagram or Facebook. The main mechanism for video distribution is an algorithm that analyzes each published video based on specific criteria and assigns it a greater or lesser degree of organic reach.

On the platform, you can find all types of video formats, such as hauls. The principle is simple: you buy clothes to show them off on camera. Already a trend on YouTube starting in 2010, the concept has been given a second wind thanks to TikTok. 👋

In this game, many brands are doing exceptionally well. On the platform, #shein has totaled nearly 15 billion views. The site therefore benefits from highly viral, free advertising that generates a flood of commercial results.

Need some advice? Contact us!

Beyond these trending formats, it is possible for a brand to get started on TikTok by running media campaigns. 👐🏻 These allow you to broadcast an advertising message via TikTok Ads and generate results in just a few days, as well as drive performance (conversions, downloads, etc.).

This app is a great way to broaden a brand's reach, as it allows you to connect with an exclusive audience! In fact, 43% of the network's users do not use Instagram, and 45% do not use Facebook.
Media campaigns can take the form of hashtags, stories, and more. All of this is particularly useful when a brand is looking for rapid, high-volume distribution, as it is possible to target by geolocation, gender, age, language, and interests in order to improve brand image and carry out a high-impact advertising campaign.

The hashtag challenge allows you to promote a hashtag for a set period of time. This format encourages users to use the chosen hashtag in their own TikTok videos!

🤳🏻 Content is king

Fashion brands can no longer afford to ignore the storefront that social media, and TikTok in particular, has become. It takes extra creativity to craft engaging content that perfectly targets their audience.

💡
Currently, 44% of marketing professionals believe that brands will increase their advertising spend on TikTok. Furthermore, consumers have ranked TikTok ads as more inspiring and enjoyable than ads on other platforms.
Many TikTok creators influence purchasing decisions through their content; nearly 60% of millennials have already bought at least one product via their smartphone📱 under the influence of ads. Among the products that have particularly captured attention, fashion items rank at the top (41%).

Moreover, the majority of users are "digital natives" who quickly spot conventional advertising. This is why it is essential to offer them well-targeted content that reflects the brand's image.

✍🏼 Final thoughts

Whether you want to conquer new markets, strengthen your brand image, or launch a targeted marketing campaign, leverage Klox's expertise in TikTok digital communication to attract a new audience.

TikTok continues to grow without tiring its users, with an organic algorithm and TikTok Ads that are constantly improving. It is therefore a platform worth turning to for brands, starting with test campaigns right now. Get in touch directly with the Klox team if you would like to learn more and create your TikTok advertising campaign.