Luxury brands appreciate TikTok’s accessibility to Gen Z. Dior says the app offers access to a more engaged Gen Z audience than any other platform. The brand, which joined the app in November and started posting in July, used it to promote digital fashion shows, post videos, including footage from his Puglia Cruise 2021 show, Travis Scott wearing the new Dior Air Jordans and influencers like Chiara Ferragni reflecting on Covid-19. A video showing the creation of the new Dior Bobby flap bag, for Fall / Winter 2020, has collected 2.3 million views. There is still a long way to go for luxury, and the luxury and fashion brands TikTok as a whole still have a lower presence and less impact on TikTok than other platforms. However, its audience is growing and the account is seeing strong organic reach, recruitment and follower engagement, for the brand. Famous fashion influencer Leonie Hanne joined the platform in March of this year and works with luxury brands like Dior, Prada, Givenchy and Fendi. Prada asked Hanne to create TikTok content to support their SS21 digital show and gave her total creative freedom.
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