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.
Learn more:
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.
After years of flat sales, the VF Corp.-owned shoemaker is looking to clarify its sometimes muddled image with consumers. On deck: product innovation, buzzy collaborations and more apparel.
BoF Careers provides essential sector insights for fashion professionals in retail this month, to help you decode fashion’s retail landscape.
Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.
Small stores can remain competitive by scaling their private labels, testing new store concepts, and offering brands consumers can’t find on Farfetch or in Selfridges.