Merchandising/Marketing/Retailing: Branding

What Makes Luxury Brands Win the Hearts of Gen Z on TikTok? An Exploratory Study

Authors: Yanbo Zhang (Louisiana State University) , Chuanlan Liu (Louisiana State University) , Chunmin Lang (Louisiana State University)

Abstract

TikTok has made incontestable successes, and the cohort of Gen Z accounts for the dominant users of TikTok. It is critical for luxury fashion brands to leverage TikTok to attract and engage with Gen Z consumers. Thus, this study is to explore what effective strategies might assist luxury brands to win over Gen Z consumers and differentiate themselves using a multiple case study approach and content analysis method. Data were collected from the official brand accounts of the four selected luxury brands (Louis Vuitton, Ralph Lauren, Gucci, and Burberry) on TikTok. The major findings revealed that branded content delivering functional, hedonic, and relational benefits could engage Gen Z consumers. Also, the four luxury brands employ different combinations of content and campaign strategies to balance between controlling exclusivity and increasing accessibility on TikTok.

Keywords: luxury brand, consumer engagement, Gen Z, TikTok

How to Cite: Zhang, Y. , Liu, C. & Lang, C. (2022) “What Makes Luxury Brands Win the Hearts of Gen Z on TikTok? An Exploratory Study”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.15836