Brands like Marc Jacobs, Loewe, and Alexander Wang are finding varying degrees of success on TikTok.
During the golden era of social media, receiving a comment on your post from a ubiquitous national brand was a pure, unadulterated dopamine hit. Nowadays, however, people have grown weary of overly familiar behavior, and brands are struggling to adjust their tone. When it comes to brand identity on social media, the luxury market in particular has their work cut out for them.
“Marc Jacobs already has Heaven, so the idea of doing something young doesn’t strike me as anachronistic,” Alioto says, comparing it to Coach’s circular economy venture, Coachtopia. Loewe has taken a similar approach to capturing virality. While the label may lack the audacity of Marc Jacobs’s social strategy, it has harnessed the niche corners of the internet for its own gain.
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