It’s no secret that fast fashion brands have used the popularity of TikTok to market their products–specifically to a younger crowd. TikTok has proven to be a very powerful way to market products, with items being sold out all over the world after simply going viral on the social media platform. Brands like Shein, FashionNova, and Pretty Little Thing are immensely popular on the app, with people often participating in hauls from the online sites and various other trends.
It comes as no surprise that luxury brands may be eager to hop on the bandwagon. One of the most notable campaigns that have emerged is one by Moncler. Using the hashtag #MonclerBubbleUp, several creators participated in a trend in which they wrap themselves in an item such as bubble wrap or a blanket and use a TikTok transition to change into their Moncler coat. Moncler managed to get influencers such as Charli D’Amelio, Bella Poarch, Nava Rose, and many more to participate in the hashtag. While this marketing is pricey, as of December 18, Moncler’s hashtag had received more than 2 billion views!
Moncler isn’t the only luxury brand to hop on the Tik Tok wave, brands such as Louis Vuitton, Gucci, Balenciaga, Fendi, YSL, and more have all joined the popular app. The Gucci model trend was extremely popular in 2020. Users would use audio poking fun at the styling of Gucci runway models, having people ‘dress up as Gucci models’ themselves.
Luxury brands often gain their reputations because of their inherently ‘exclusive’ nature, however, TikTok is an app that strives off of being inclusive, with anyone being able to go viral or participate in a trend. Luxury brands are going to have to find a balance when it comes to marketing on TikTok and so far they’re doing a great job!