TikTok is Changing the Fashion World, Here’s How:

 By Lizzie Schneider

 
For as long as it has been around, technology has been known to have the ability to change the world. Through connections across the globe, access to new and exciting software that can improve passions and even create new markets, one app has been able to rise above the rest. TikTok is where fashion designers can post snippets of their work as they go, achieve virality leading to sold-out inventories, and even collaborate with designers and consumers worldwide. TikTok has revolutionized creator content and marketing in the fashion world, making it easier to connect with both influencers and networks. Fast fashion brands like Princess Polly and Abercrombie have capitalized on public relations opportunities created by the app through sending influencers packages of free clothing in exchange for posting, creating their own sounds for creators to use, and introducing hashtags that generate virality.

In terms of the fashion industry, TikTok has become an outlet for both business and self-promotion, allowing for creators to reach an audience with a much more diverse age range. The average TikTok user is between 16 and 24, while the average Instagram user is between 25 and 34 years old. Many Instagram influencers or aspiring influencers have already established a career path, while the TikTok demographic is for those starting out on their career journey. As there is no set formula for going viral, the quality of the content brands and bloggers put out on the app becomes that much more important. Influencers hoping to make a career out of living their life on camera can broadcast to users and consumers who may never have come across their other social media due to a lack of knowledge of existence. The fashion industry needs these influencers to act as free, or nearly free, marketing which allows for higher profit margins and reaches audiences who may not pick up traditional advertising mediums. When a piece goes viral and sells out, it becomes even more desirable than it already may have been after being modeled by someone on social media. This allows for more sales and a continuation of trends which is important as the trend cycle continually gains momentum and fast fashion becomes more prevalent.

Small business owners hoping to make a name for themselves can find success in a night should their promotion video “blow up.” Burgeoning designer, Cameron Hughes, based out of New York, has amassed 312.2k followers for his innovative designs powered by hydraulics. From a color-changing spin bubble dress to a dress with feather applique that self flaps up and down, innovation in his field has earned him the attention of numerous fashion publications worldwide. Through posting creations suggested by his followers, he has built a dedicated fan base. Similarly, Mirror Palais’ “The Dress,” – delicate glittering nude mini dress with diamonds on the bust and straps – blew up on the internet, leading to a complete sell-out of all inventory. Since, iterations in other colors like black and cream have come out however there is a waiting list and it is still incredibly difficult for the average user to get their hands on one. Delving more into the cosmetics field, Lip Gloss by Claudia is a small lipgloss business run by a young girl out of her own home. Her account blew up on TikTok because she filmed herself mixing and packaging her products. Ironically, most of the comments on her original videos were negative and accused her of dropshipping products, however, she has since proved the haters wrong and sold $3463 worth of lipgloss in a week; Her numbers are still growing. Another example is DBL Jewelry which makes wire name necklaces and other trendy gold jewelry pieces. The founder films herself bending the wires into custom name necklaces for her customers and shows aesthetically pleasing videos displaying the other gold necklaces, rings, bracelets, and earrings. Aesthetics are extremely important to the value of a brand’s content. The more shared and copied a video is the larger the potential for virality and global reach. Designers have to be sure to have the eye for what audiences want to see in their own closets and understand how the aesthetic eye of the public shifts especially based on different demographics. The DBL Jewelry account has since racked up 1.3 million TikTok followers and its Instagram has reached 83.8K. Another example is the Vintage Stock Reserve account. Now, with a whopping 1.7 million followers, this upcycled fashion TikTok account and business gained notoriety through its videos of insane promotions (think $1.50 fill-a-bag, where shoppers can fill an entire shopping bag with vintage clothing for a low price of $1.50), and its displays of rare vintage pieces they have in stock. Their collection is updated weekly and despite starting small, has gained notoriety through their fun videos of unique and rare pieces within the vintage fashion world. What sets them apart from others is the way social media has allowed them to expand and share their love of vintage with every community under the sun, not only growing their business but also connecting all walks of life.

Prior to TikTok, the main social media avenue for growing your brand or business was Instagram. Unfortunately, growing an Instagram following can take a very long time and due to the norm of photo editing, the app promotes unrealistic standards for an “ideal” feed, body, or lifestyle. To combat this, TikTok bans filters that alter body shapes, and only have silly, cool effects, or fun makeup filters. The secret behind TikTok’s power is genuine creativity, talent, and behind-the-scenes videos. While the explore page algorithm on Instagram pushes a display of highly liked and commented-on pictures from well-known accounts, TikTok’s “for you” page allows anyone to be a star because it shows videos tailored to the user’s interests from accounts that have fewer views. The algorithm itself pushes a posted video out to a small group of people and then, should it be well received, the video is pushed to an audience 20% bigger. This process continues through multiple rounds until the TikTok goes viral. Instagram has recently released “Reels” which is essentially short videos users can add to their page similar to TikTok. However, Instagram’s algorithm is still different and creators cannot blow up on Reels the same way they would be able to on TikTok.

These short, one-minute maximum videos set to catchy music with stimulating visuals seem to make dream career pathways accessible in ways they weren’t before. They give hope (something quarantined users certainly could use) and provide a plethora of inspiration and candid relatableness not often found within the world of Social Media. According to TikTok, anyone can be a star, and your dream career is out there for the taking. An industry that used to be reserved for the upper echelons of society and inaccessible to many hoping to break in is now for everyone, which seems to paint a future in fashion that is bright.