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.
TikTok will soon roll out e-commerce in the US market, pitting the app, owned by Chinese tech giant ByteDance, head-to-head with Facebook, according to a report in the Financial Times.
The short-video app has reportedly briefed advertisers on a number of new features for 2021, including a tool that lets its most popular users share links to products and automatically earn commission on any sales as well as the ability for brands to showcase catalogues of their products on the platform.
TikTok will also launch “livestreamed” shopping, where users can buy goods with a few taps after seeing them showcased by TikTok stars, a popular function on the mainland Chinese version of the app, Douyin.
TikTok declined to comment.
Brands are using them for design tasks, in their marketing, on their e-commerce sites and in augmented-reality experiences such as virtual try-on, with more applications still emerging.
Brands including LVMH’s Fred, TAG Heuer and Prada, whose lab-grown diamond supplier Snow speaks for the first time, have all unveiled products with man-made stones as they look to technology for new creative possibilities.
Social networks are being blamed for the worrying decline in young people’s mental health. Brands may not think about the matter much, but they’re part of the content stream that keeps them hooked.
After the bag initially proved popular with Gen-Z consumers, the brand used a mix of hard numbers and qualitative data – including “shopalongs” with young customers – to make the most of its accessory’s viral moment.