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.
Building emotional, even inspirational, connections to a product is more critical than ever in fashion and beauty. In today’s hyper-competitive, crowded environment, marketing strategies that make brands stand out and stay culturally relevant need a mix of old and new tactics.
Thanks to the viral “Tabi Swiper,” Maison Margiela’s iconic split-toe shoe shot to the centre of online conversation. But, the style has been on the rise for years, and may see more mainstreaming in the months to come.