The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The partnership will begin by testing TikTok Shopping with a group of Shopify merchants in the US, UK and Canada in the coming weeks. It marks the first time users will be able to shop directly in the Gen-Z favourite short video app, which has already proven itself a powerful tool for driving brand exposure and sales. TikTok joins other social media platforms Facebook and Instagram in ramping up in-app shopping capabilities.
”TikTok is uniquely placed at the center of content and commerce,” Blake Chandlee, president of global business solutions at TikTok, said in a statement. “And these new solutions make it even easier for businesses of all sizes to create engaging content that drives consumers directly to the digital point of purchase.
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Selling Fashion on Instagram: Expectation vs. Reality
The social media platform says that by selling products directly on their feeds, brands can meet customers where they spend time and reduce the clicks required to convert ad impressions into sales. But brands and consumers aren’t fully sold on the idea yet.
The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.
Nordstrom, Tod’s and L’Occitane are all pushing for privatisation. Ultimately, their fate will not be determined by whether they are under the scrutiny of public investors.
The company is in talks with potential investors after filing for insolvency in Europe and closing its US stores. Insiders say efforts to restore the brand to its 1980s heyday clashed with its owners’ desire to quickly juice sales in order to attract a buyer.
The humble trainer, once the reserve of football fans, Britpop kids and the odd skateboarder, has become as ubiquitous as battered Converse All Stars in the 00s indie sleaze years.