Where does the success of luxury brands come from on TikTok ?

 

After launching its TikTok channel last September, French fashion house Louis Vuitton has already surpassed one million subscribers. How do luxury brands achieve such high visibility on TikTok ?

 

On the Chinese social network TikTok, luxury brands are experiencing tremendous success. Gucci and Dior crossed the symbolic million subscribers mark in 2020, a community acquired through a constant flow of content posted on their channels. For each publication, the brands get millions of views and reactions from Internet users.

 

Let’s take Louis Vuitton as an example. The French house, which belongs to the luxury giant LVMH, has received at least one million views on its last fifteen publications. On July 6, Louis Vuitton‘s TikTok account published a video with the k-pop group BTS, which shook the network and generated more than 15 million views.

 

[…]

This article is reserved for subscribers.

Subscribe now !

Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…

Already have an account ? Please log in.

Featured photo : © Press

Tags

The editorial team
The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Unlimited access to luxury news.

Discovery offer 1€ for 1 month!

Luxus Plus Newsletter