Monday, March 1, 2021

Fashion brands arrive at the videogame and TikTok

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High brands fashion What Louis Vuitton, Prada e Gucci, in which simple knit shirts cost no less than four digits, are extrapolating the previously elitist catwalks and marking their presence on platforms whose largest audience is young people who have just left their teens, who do not even have a credit card.

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The presence of brands on Instagram accounts, videogames and videos from TikTok it is getting more common than the cards of the guests in the disputed lines of the parades of the fashion weeks – the current season of womenswear, by the way, started last week in New York, is currently in London and ends on March 9 in Paris.

Most of the parades of last year’s seasons and this one have now taken place without the presence of the public, only with online transmission. While the live performances are emptied, the clothes of the big brands appear strongly in the pixels and algorithms of the digital platforms – largely for a new audience, it is worth reinforcing.

What is the strategy of these brands? We will try to explain below.

Challenges in TikTok

The debate between brands and the public has always happened through parades during fashion weeks, with the coverage of specialized vehicles. Things have changed with the arrival of social networks. Mobile applications have expanded the communication channel with the younger audience.

“It is important to have a strong presence on social networks because more and more young people are heard at home when making a purchase decision. Parents want to hear from their children what is cool today ”, says the Brazilian executive of an Italian brand, who is not authorized by the matrix to give interviews.

Instagram was the main channel for brands to leave the catwalks installed on the nave of the Grand Palais de Paris or the pages of Vogue. All the big brands created their accounts there. An exception was Bottega Veneta, which deleted its Instagram, Facebook and Twitter accounts earlier this year.

The brand did not comment and it is not known if the strategy is to try to rescue the aura of exclusivity that has always guided this market. But the fact is that his presence on social media continued through his influencers, like Kylie Jenner. Only one celebrity post with a branded dress for Christmas earned more than 9 million likes.

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Fashion brands arrive at the videogame and TikTok