TikTok is an app for creating and sharing short videos. The platform "lives" not only thanks to the content published by brands but also (mostly) due to original clips and video challenges taken on by ordinary users. Thanks to them, you can gain many followers in a short time. The appearance of Dior on this channel was only a matter of time.
Clothing is an exceptionally grateful and "sexy" topic, which practically creates its own marketing – especially in the case of major brands like Dior. Dior's TikTok brand is a successful experiment aimed at rejuvenating the brand. The brand's account is full of short, light-hearted videos intended for younger social media users. TikTok users represent Generation Z. According to Statista.com, as much as 25% of users from the United States are aged 10-19, while 22% are between 20-29. Although most of them do not buy the brand's clothes and accessories yet, they will eventually. Growing up with the youngest fans of Dior, first jobs, money, and learning independence is a great and long enough time to engrave the brand in their memories and strengthen the association that Dior is synonymous with the luxury desired by everyone, including the youngest fashionistas.
It seems that Dior is gaining a "new look" in a rejuvenated and refreshed version 2.0. Dior's TikTok has been around for just over a year (since June 2020) and already has 1.3 million followers looking for inspiration. Christian Dior, the famous fashion revolutionary of the 1950s, would be proud! What does Dior's TikTok offer and why should you follow it? Join us on a short journey into the brand's virtual world on TikTok. Fashion, once "high" and unattainable (high fashion), is now at your fingertips!
Dior’s TikTok: Making the Extraordinary Ordinary
Dior launched its TikTok in the midst of the pandemic when most of us had far more important things on our minds than fashion. The brand joined the platform, stepping down from its "high" position and abandoning seriousness, which does not fit with Generation Z. Gen Z expects fashion brands to speak their language and offer relaxation and entertainment. Dior obliges on TikTok.
Luxury clothes and accessories are shown here in a "casual" setting. After all, why not make yourself tea or scrambled eggs in Dior pajamas or a bathrobe? A Dior-tagged pajama doesn't have to mean you always get breakfast in your hotel bed. Greater luxury seems to be time spent with loved ones and small pleasures that bring joy. The brand has been communicating in this way for some time now (since the first campaigns with Natalie Portman).
@dior
Turn staying at home into an exercise in supreme style with the #DiorChezMoi capsule from #DiorAW21 by #MariaGraziaChiuri.
♬ original sound - Dior
In the course of such an unconventional approach to luxury, in the #ladydilite series on Dior's TikTok, you can also peek into the Dior bags of many celebrities, including Lily Allen and Gillian Anderson, to the Lady Dior model, once loved by Lady Di. It is currently experiencing its second youth thanks to the premiere of The Crown season with the Queen of Hearts and the biographical film about Diana Spencer with Kristen Stewart in the lead role.
@dior
Away from your sound studio? Make your own kind of music on the go just like @lilyallen with her Large #LadyDLite by #MariaGraziaChiuri!
♬ original sound - Dior
TikTok: Fashion from the Kitchen
What else does Dior have up its sleeve? The brand's TikTok is full of short videos from the #DiorASMR series showing the process of designing and making bags, other accessories, and selected Dior clothing from A to Z. All stages of the creation of a given item, including the stage of manual, artisanal work, are condensed into a few dozen second videos. Thanks to this, we can see for ourselves what we really pay for and what hides behind the tag or plate with the brand's logo beaten out.
@dior
#DiorASMR: with every #DiorSavoirFaire stamp and stitch, the #DiorMicroBag version of the #LadyDior by #MariaGraziaChiuri comes closer to perfection!
♬ original sound - Dior
On Dior's TikTok, you can also quickly check out short, dynamic videos from shows, audiences full of celebrities, and behind-the-scenes work during preparations for the show. Thanks to such short "clippings", you can save time, which is especially important for Zetas on the go. For the curious, there is always a "full-length" show on YouTube or Instagram.
@dior
That’s your #DiorSummer22 wardrobe sorted as creative collaborators #KimJones and #TravisScott wrap up the #CactusJackDior show!
♬ original sound - Dior
Dior, like Balenciaga, Chanel, and other "classic" brands with serious pedigree, have found their place on TikTok - a platform that concentrates the message to an essential, easy and easy-to-digest for "consumption" minimum. You can find more about the Balenciaga fashion house in the article "Demna Gvasalia: The Georgian genius Balenciaga owes millions to". And what fashion brands and profiles do you follow on TikTok? If you're not there yet, it's time to catch up on social media!
