TikTok strategy for fashion brands in 2024

Did you know that 60% of TikTok users say that videos encourage them to buy products? This significant impact on buying decisions marks a revolution in the fashion industry. It is not only a question of trends, but a real transformation in consumer habits. TikTok is no longer just an entertainment app; it has become a powerful and indispensable marketing tool for fashion brands, offering a new way to engage, influence, and convert fashionistas.

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If you want to know everything about the TikTok trends to follow, it's on this guidebook.

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The influence of TikTok in the fashion industry

Fashion is constantly evolving, influenced by cultures, eras and, today, technology. TikTok, Gen-Z's favorite platform, quickly emerged as a major force in this evolution, turning simple looks into global trends almost overnight. This unique phenomenon has revolutionized the way fashion brands approach marketing and customer engagement.

With the emergence of powerful hashtags such as #TikTokMadeMeBuyIt, followed by several million users, the platform has reshaped the fashion landscape, making trend cycles shorter than ever. The clothing and accessories featured in these videos can go from obscurity to global fame in a matter of hours, requiring brands and designers to take a more dynamic and responsive approach to stay relevant.

But TikTok isn't just accelerating trends. It also serves as a springboard for new talent in the fashion industry. Hashtags like #FashionTikTok have created spaces where creators, whether newcomers or veterans, can present their unique visions, reaching a global audience of nearly 10 million users. This openness democratizes fashion, allowing diverse voices to be heard and shape the industry.

The #GetReadyWithMe and #Haul trends on TikTok, represented by over 16 million posts, reflect the growing craze for product discovery. Users share their latest fashion purchases, creating a direct feedback loop between brands and consumers and generating viral excitement. This direct and authentic interaction offers an unprecedented opportunity for brands to understand and engage their target audience.

This new dynamic on TikTok offers a unique opportunity for brands to create a viral craze around their products. Product discovery videos on the platform don't just show; they engage and invite interaction, turning each viewer into a potential consumer. This represents a direct and effective marketing strategy, where video content becomes a powerful conversion tool.

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If you want to get the best start, here is The guide to starting TikTok in 2024.

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Successful TikTok strategies for fashion brands

UGC (User Generated Content)

User Generated Content (UGC) is a gem on TikTok. Why? Because it's authentic, engaging, and incredibly powerful. UGC is created by the users themselves, whether it's videos, photos, or comments, and it provides a unique perspective on your brand. Here are some figures to illustrate its impact:

90% Internet users consume UGC regularly.

88% of companies say UGC improves consumer confidence.

79% of businesses say UGC increases their conversion rate.

The ROI UGC campaigns on TikTok is 2.5 times greater to that of other social platforms.

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The A complete guide to the 5 mistakes to avoid in UGC.

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Collaborations with influencers and content creators

Influencers and content creators are the rockstars of TikTok. Their ability to influence opinions and behaviors is invaluable. By collaborating with these influential figures, you can reach a wider audience and gain credibility.

Here are the Top 5 French fashion influencers in 2024 you should definitely follow:

• @leaelui (18.1 million followers)
• @AnneLaureMais (104,900 followers)
• @Emmanuelpcr (620,800 followers)
• @Stationv (669,500 followers)
• @Carlaginola (255,700 followers)

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Do you want to know more about Here are the influencers to follow in 2024 in France.

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Organization of competitions and challenges

Contests and challenges are like magnets for engagement on TikTok. By launching creative challenges or contests with attractive prizes, you encourage your community to create original content and interact with your brand. Here are some inspiring examples of contests and challenges on TikTok:

#Fundizfair by Undiz:

For the launch of its new carnival-themed collection, Undiz imagined an influencer marketing campaign on TikTok. The brand called on content creators like Léa Elui to participate in a challenge with a brand outfit.

With the #FUNDIZFAIR, TikTokers were invited to make the “UZ” sign with their hands and go from a classic outfit to an Undiz jumpsuit. To date, this fashion challenge on TikTok has more than 113 million views.

“This first Undiz campaign on TikTok is a real success since we are well beyond the benchmarks on this type of project”, welcomes Mélanie Da Silva Francisco, social media & influence manager.

#DiorMicLadyChallenge by Dior:

The aim was to promote the Lady Dior bag. Participants had to create videos with the Lady Dior bag using the hashtag #DiorMicLadyChallenge. The challenge generated 5 billion views and a significant increase in awareness of the bag.

#DojaCatChallenge by Shein:

Shein launched this challenge to generate buzz around a new collection in collaboration with Doja Cat. Participants had to choreograph to the song “Kiss Me More” by Doja Cat while wearing clothes from the collection. Result: 1 billion views and a strong increase in sales of the collection.

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Participation in cultural events and trends

TikTok is much more than just an entertainment platform. It is a real cultural phenomenon where the most fashionable trends are born and spread. By participating in fashion events such as Fashion Weeks or by surfing on current viral trends, your brand can be part of this cultural dynamic. It's an opportunity to show your audience that your brand is up to date with the latest fashion trends on TikTok and is ready to evolve with them. By partnering with cultural events and trends, you create an authentic connection with your audience and reinforce your brand image as a modern and innovative player in the fashion industry.

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Do you want to break through on TikTok? Here it is The guide that gives you 8 tips to break through in 2024.

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Use of relevant and popular hashtags

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On TikTok, hashtags are much more than just a label. They are the common thread that guides users to your content. By using relevant and popular hashtags, you increase the visibility of your videos and attract the attention of a wider audience. It is an effective way to introduce your brand to new followers and strengthen your presence on the platform.

Popular fashion hashtags on TikTok are like doorways to your fashion lover universe. Here are a few examples:

• #fashion: 53.9M publications
• #fashionblogger: 1.2M publications
• #shopping: 8.6M publications
• #outfit: 14.1M publications
• #dress: 6.3M publications
• #fashionista: 1.2M publications

These numbers reflect the massive commitment of the TikTok community in the fashion industry. But don't overlook niche hashtags that can help you target specific audiences and highlight your brand values, whether they're sustainability, inclusiveness, or creativity. By choosing the right hashtags, you can maximize the reach and impact of your content on TikTok.

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Don't miss out: The ULTIMATE guide, which gives you the keys to getting more views on TikTok.

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Use paid advertising for fashion brands on TikTok

Paid advertising on TikTok offers fashion brands a unique opportunity to reach a specific audience and increase their visibility on the platform. There are various types of advertising on TikTok, each offering specific benefits:

Sponsored and advertising challenges:

These sponsored challenges allow brands to launch viral fashion campaigns in collaboration with TikTok. They encourage users to create content using a dedicated hashtag, thus offering massive visibility to the brand.

In-Feed ads:

These sponsored videos appear in users' “For You” feed, providing instant visibility for the brand. They are perfect for promoting specific products or events.

TopView:

TopView ads are full-screen videos that are shown when the application is launched. They immediately capture the user's attention and offer maximum visibility to the brand.

Among these options, In-Feed ads are particularly relevant for fashion brands, as they allow products to be visually presented in the user content feed.

As for the prerequisites, it is recommended that you have a professional account to access all of TikTok's advertising features. This allows the brand to access advanced targeting tools and to monitor the performance of its campaigns in more detail.

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We explain everything about how to analyze your performance on TikTok, on this guidebook.

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Fashion brand case studies on TikTok

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Here is an overview of some fashion brands that excel on TikTok:

• Calvin Klein

With 2.5M followers, Calvin Klein launched a popular #MyCalvins campaign on the platform last year. By collaborating with celebrities such as Shawn Mendes, Noah Centineo, Noah Centineo, Kendall Jenner, and A$AP Rocky, the brand quickly garnered attention.

The campaign highlighted both clothing and lingerie, adopting a “coming-of-age” concept. It quickly became Calvin Klein's most-viewed digital campaign within 24 hours of its launch, receiving over ten times its campaign engagement with Justin Bieber in 2015.

• Crocs

With 2.1M followers, Crocs had instant success with their #ThousandDollarCrocs challenge in 2019. The shoe brand was one of the first to jump onto the TikTok platform, inviting users to personalize their Crocs and share videos.

The campaign generated over 2.5 billion views and contributed to a 20% increase in the brand's annual sales. This year, Crocs used TikTok to promote the launch of its KFC x Crocs and Chinatown Market x Grateful Dead x Crocs collaborations.

• ASOS

With 2.1M followers, ASOS launched a personalized hashtag campaign featuring a bespoke music track and a strong contingent of influential creators from the UK and the US. Inviting its community to participate in the challenge, ASOS created a three-week campaign, #AySauce, with over 25 content creators. Currently, the tag has 3.3 million video views.

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Here is the A guide to understanding how to use TikTok for marketing.

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Conclusion

TikTok has shaken up the fashion world, offering brands a huge canvas to express themselves and captivate consumers. In seconds, a video can go viral, propelling a product to the top of global trends. UGC, collaborations with fashion influencers on TikTok, creative challenges, and paid advertising are all weapons available for daring brands. If you want your brand to be at the heart of the conversation, TikTok is the place to be. So when is your next video?