Brands like Calvin Klein and Ralph Lauren have had the platform in their social marketing mix since 2018.
Though luxury businesses are historically slow in adapting new trends, they have been increasingly investing in TikTok campaigns. Brands like Prada, Missoni and Dolce & Gabbana are among the brands that have added TikTok in their marketing mix this year.
VP of social and influencer marketing at 360i, Kristin Maverick, said these brands have already seen success from other platforms. The companies feel that the strategy of working with influencers and content creators native to TikTok is working.
The article states that while some brands have been actively working towards reaching consumers through TikTok, others tend to be passive. But the pricing process for influencers is mostly opaque, and luxury brands tend to pay by gifting products and enabling access rather than cash payments.
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