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Following its introduction in the United States<\/strong><\/b> six months ago, TikTok Shop<\/strong><\/b>, the marketplace of the famous social network adored by young people, is launching a second-hand luxury category in the UK<\/strong><\/b>.<\/p>\n <\/p>\n The social network’s stated aim is to enable “the community to browse andbuy authentic luxury fashion without ever having to leave TikTok<\/strong><\/b> ” and “learn more about luxury fashion, find style inspiration and buy must-have pieces” announces the social network owned by Chinese company ByteDanse<\/strong><\/b>.<\/p>\n <\/p>\n While the hashtag “pre-loved-fashion”<\/strong><\/b> has already generated over 62,000 creations on TikTok<\/strong><\/b>, “this launch will enable second-hand fashion brands to reach a whole new audience, as the TikTok community looks for more sustainable and accessible ways to embrace luxury fashion” assures Jan Wilk, Head of Operations at TikTok Shop UK<\/strong><\/b>.<\/p>\n <\/p>\n For this UK start-up, it will be possible to buy luxury clothing, handbags and other accessories online, with access, for now, to just five UK resale companies approved<\/strong><\/b> by Tik Tok Shop, namely Sellier, Luxe Collective, Sign of the Times, HardlyEverWornIt and Break Archive<\/strong><\/b>.<\/p>\n <\/p>\n These are logical entry points, as they have “already met with great success on TikTok<\/strong><\/b>“. Sign of the Times<\/strong><\/b> has over 2.7 million “likes<\/strong><\/b>” on the Chinese social network, while Luxe Collective has 1.6 million followers<\/strong><\/b>.<\/p>\n <\/p>\n <img class=paid src=\/paid.png><\/p>\n These British platforms are also already well established in their markets, often with a phygital profile<\/strong><\/b>. Sign of the Times opened its store in Chelsea back in 1976, before launching online. Sellier,<\/strong><\/b> known for its demanding curation, with brands such as Chanel, Dior and Herm\u00e8s,<\/strong><\/b> is expanding rapidly, with physical stores in London and Monaco, as well as a website and app.<\/p>\n <\/p>\n Hardly Ever Worn It(HEWI<\/strong><\/b> ), on the other hand, is an online pure-player<\/strong><\/b>.<\/p>\n <\/p>\n “We’ve built up a loyal customer base on TikTok, with hundreds of thousands of followers, so it seemed natural to enter the second-hand category. We’ve just launched our Sellier Selected marketplace, and this partnership with TikTok Shop allows us to pursue our mission: to make luxury fashion more accessible<\/strong><\/b> to everyone,” said Hanushka Toni, Sellier’s co-founder and CEO<\/strong><\/b>.<\/p>\n <\/p>\n Since its launch in 2022, TikTok Shop has sold over a billion dollars’ worth of products<\/strong><\/b>. But it is criticized as likely to damage the image of the historic app, by helping the circulation of low-quality or even counterfeit products<\/strong><\/b>.<\/p>\n <\/p>\n <\/p>\n Aware of the fact that counterfeit goods are flourishing on the online market, even on well-known platforms<\/strong><\/b> such as Amazon, Tik Tok Shop is seeking to reassure its future users and the brands that will be exposed.<\/p>\n <\/p>\n In the United States<\/strong><\/b>, every second-hand brand featured on TikTok Shop must provide certificates from third-party authenticators<\/strong><\/b>. TikTok Shop works with services such asEntrupy and Real Authentication<\/strong><\/b> for the designer handbags it displays.<\/p>\n <\/p>\n And in the UK<\/strong><\/b>, the five platforms present on TikTok Shop have their own authentication procedures<\/strong><\/b>, assures a spokesperson. According to Bloomberg, TikTok Shop has also joined forces with LVMH, the world’s number one luxury goods company,<\/strong><\/b> to develop a common approach to counterfeiting.<\/p>\n <\/p>\n Finally, if, despite these precautions, a buyer has acquired a counterfeit product on its marketplace, the social network guarantees a full refund.<\/p>\n <\/p>\n <\/p>\n Tik Tok continues to seduce its users with ever more services.<\/p>\n <\/p>\n The younger generation’s taste for fashion, luxury and the circular economy, as well as their more limited means than their elders, make this latest initiative relevant<\/strong><\/b>.<\/p>\n <\/p>\n The value of the second-hand luxury<\/strong><\/b> market is estimated at $49.3 billion (45 billion euros) in 2023<\/strong><\/b>. TikTok is already well positioned, with over 144,000 posts using the hashtag #secondhandfashion, resulting in around 1.2 billion views. However, TikTok Shop’s move into the luxury second-hand market means it faces competition from established players<\/strong><\/b> such as The RealReal, Vestiaire Collective, Depop, Poshmark and Mercari<\/strong><\/b>.<\/p>\n <\/p>\n <\/p>\n The aim is for the social network to make itself ever more addictive for its users. And this at a time when it is in the crosshairs of many governments,<\/strong><\/b> which are wary of this Chinese application, likely to use its users’ data for espionage purposes<\/strong><\/b>.<\/p>\n <\/p>\n Most European Union<\/strong><\/b> authorities have banned employees from using the application<\/strong><\/b> on their professional (but not private…) cell phones.<\/p>\n <\/p>\n Many European countries<\/strong><\/b> (France, Belgium, Netherlands, Denmark, Norway, etc.), as well as the UK, USA, Canada, Taiwan and New Zealand,<\/strong><\/b> have also imposed such a ban on their civil servants<\/strong><\/b>. At a time when it is battling China in the Himalayas, India has banned the social network completely from its population<\/strong><\/b>.<\/p>\n <\/p>\n A similar threat looms on the other side of the Atlantic. Last Saturday, the House of Representatives passed a law requiring ByteDance, TikTok’s Chinese parent company, to sell the application within a few months.<\/strong><\/b> This measure still has to be passed by the Senate and signed into law by Joe Biden, who is in favor of it.<\/p>\n [\/arm_restrict_content]Logical entry points<\/h2>\n
Reassuring users<\/h2>\n
Ever more services.<\/h2>\n
Suspicion of espionage<\/h2>\n
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