How to Keep Up With TikTok’s Lightning-Fast Trend Cycle
Fashion aesthetics such as “coastal grandma” and “coconut girl” can rise and fall in a matter of weeks on the social media platform. Brands looking to be a part of the next big trend must move quickly, but carefully.
TikTok has given rise to a number of niche fashion trends, such as "coastal grandma" and "cottagecore" that can rise and fall at a quick pace.
Searches for linen pants increased 66 percent in May on Poshmark, thanks to “coastal grandma,” while searches for pleather bodysuits spiked 83 percent on Google during late March, just as videos featuring “fetishcore,” flooded TikTok.
Brands should evaluate which trends already work with their own DNA and incorporate them into the faster-moving parts of their business, like social media marketing.
At the BoF Professional Summit, viral TikTok creators Nic Kauffman and Wisdom Kaye explained what drives success on the platform, while communications executive Christopher Bugg and talent agent Pranav Mandavia discussed the critical elements of a compelling TikTok strategy for brands.
Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.