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.
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Four years ago, when the Trump administration threatened to ban TikTok in the US, its Chinese parent company ByteDance Ltd. worked out a preliminary deal to sell the short video app’s business. Not this time.
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.