Thanks to the phenomenon of influencers, combined with the enormous reach of TikTok, fashion retailers are seeing their products catapulted to internet fame faster than ever. Now the question is how to harness the powerful combination of screen-time and spending power known as Generation Z. Instead of window-shopping, these young shoppers are consulting social media in general and influencers in particular for fashion advice. It is an exciting opportunity for apparel retailers, but one still filled with question marks.
“TikTok has the ability to make something go viral much quicker than anything we see on Instagram,” said Jessica Ramirez, retail research analyst at Jane Hali & Associates. “For retailers, that is a huge advantage.”