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.
Antitrust enforcers said Tapestry’s acquisition of Capri would raise prices on handbags and accessories in the affordable luxury sector, harming consumers.
As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.
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.