Social Tourist's TikTok Fashion Show Was Made by Gen Z for Gen Z
Laura McQuarrie — June 16, 2021 — Life-Stages
References: fashionunited.uk
Social Tourist, the new brand co-created by social media stars Charli and Dixie D’Amelio and Hollister Co., launched a first-of-its-kind TikTok fashion show by Gen Z for Gen Z. The second drop from the brand is set to kick off with a TikTok Live event on Charli’s TikTok channel, which has 117.8 million followers.
Rather than going the route of a traditional fashion show, Social Tourist is leaning into the power of social media and featuring the familiar faces of more creators on the platform. The livestreamed event will include exclusive commentary from the D’Amelio sisters and fans will get insight into the pieces imagined and inspired by Charli and Dixie’s experiences. Fans will not only get to watch but shop for looks in real-time and ask the sisters questions.
Rather than going the route of a traditional fashion show, Social Tourist is leaning into the power of social media and featuring the familiar faces of more creators on the platform. The livestreamed event will include exclusive commentary from the D’Amelio sisters and fans will get insight into the pieces imagined and inspired by Charli and Dixie’s experiences. Fans will not only get to watch but shop for looks in real-time and ask the sisters questions.
Trend Themes
1. Livestreamed Runway Shows - There is an opportunity for fashion brands to leverage social media and influencers to host livestreamed runway shows that offer real-time shopping and engagement with fans.
2. Influencer Co-created Fashion Brands - There is a trend towards fashion brands collaborating with popular social media influencers to co-create new and unique clothing lines, providing an opportunity for the development of disruptive ecommerce platforms that can leverage influencer's audiences.
3. Real-time Shoppable Fashion Events - There is an opportunity for digital platforms to develop tools for real-time shopping during fashion events, allowing viewers to easily purchase items as they are being shown off, and even interact with the creators.
Industry Implications
1. Fashion - The fashion industry can benefit from leveraging social media and influencer co-creations to evolve their business models to better leverage the power of digital media.
2. Ecommerce - Ecommerce companies can benefit from investing in and developing new shopping technology that allows for real-time engagement and purchases during livestreamed events.
3. Advertising - Digital advertising companies can benefit from collaborating with social media influencers to deliver new and innovative brand experiences that engage with younger audiences on their preferred platforms.
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