Express to impress: TikTok’s role in reconnecting luxury with shoppers

In today’s world, where visibility is easier than ever, standing out is rare.

People know that what truly sets them apart is the authenticity that comes from within. Not just showcasing their appearance, but making their true inner emotions resonate. This shift profoundly influences how consumers choose and buy brands, and luxury is no exception.

We wanted to dive deeper

Understanding this behavioural shift among luxury consumers was the primary aim of our research. Conducted using both internal data and an AYTM survey of nearly 4,000 luxury buyers and potential buyers - including both TikTok non-users/users - across four key markets (US, Italy, France, and the UK), our goal was clear: as strategic partners to the world’s leading luxury brands, we sought to provide our partners with a fresh perspective on engaging consumers, reconnecting with them, and driving continued growth powered by TikTok’s cultural momentum.

But first, let’s take a step back. What does the research tell us?

Welcome to the "echo over ego" era

• 47% say, “To me, luxury means expressing identity.”

• 59% admit, “I buy luxury simply to reward myself."

Luxury today? It’s less about showing off, more about showing who you are.

It’s emotional, personal, and tied to identity. Heritage still counts, but real impact comes from brands that make people feel something. This trend resonates strongly with numerous TikTok-born movements, from #mecore to #Iprobablyneedahug, all focused on helping people express their emotions first and foremost. It's all about feeling, before flaunting. The luxury world has always evolved in tune with society and human needs. Now, it must discover a new way to connect with potential customers. How to succeed?

Dig deep to stay on top

Understand the world of consumers, speak their language, and meet them where they really are. It’s not about reinventing everything but evolving alongside culture.

Be savvy, don’t miss the moments and places where the most engaging conversations happen. And guess where people love to talk, live, and shop luxury?

Interest in luxury content on TikTok is more vibrant than ever, with engagement numbers continuing to soar. But it’s not just about engagement, it’s about converting aspiration into real-time sales. Consider this:

• 58% of users save luxury content after searching for it on TikTok;

• 43% visit a brand’s website after watching luxury content;

• 53% of TikTok users have purchased a luxury item in the past four months, compared to 45% of non-TikTok users.

Recently in Italy, Ferragamo showcased its omnichannel strategy on TikTok, successfully driving sales both online and in-store. Meanwhile, Versace achieved a significant ROAS increase (9x) through a full-funnel, always-on strategy powered by Smart+ Catalog and Search Ads.

The platform flips the funnel into an infinite flywheel of connection and conversion, fueling a momentum-based funnel where discovery, desire and action often happen in quick succession.

This success stems from a diverse audience, including a growing mature segment with significant spending power: 70% of TikTok’s luxury audience have spent £/$/€1,000 or more on a single luxury fashion purchase, and, even more importantly, 26% more than 5k in a single purchase.

TikTok is also establishing itself as a strategic partner in building trust: 89% agree, “Seeing real people review luxury items on TikTok makes me trust certain brands more.”

And brands are never alone in this journey because creators act as bridges between them and consumers:

• 1 in 3 users discover luxury through creator content first

• 26% of TikTok users wait for creator reviews before making a purchase

So, through new data, we’ve seen the platform’s potential to connect brands and people. Now, let’s move to the practical side: how can we concretely win the creative challenge in such a delicate moment of our relationship with them?

Belonging is growth

Whether it’s a place, a relationship or even a brand, when people feel seen, when they truly feel they belong to something, they stay and grow up with you.

Showing up isn’t enough. We need to show up with intention, to be present, to create spaces where people feel included, represented, and truly connected.

That sense of belonging? It’s powerful. And often, it starts right within the community, something people identify with, something they feel is theirs. That’s where brands can integrate seamlessly, not as guests, but as meaningful contributors.

So what does this mean for brands? It’s time to move from being cultural bystanders to becoming co-creators. Listen to real voices. Take bold creative risks. Let’s not just follow trends — let’s set them.

TikTok developed a framework to help brands do exactly that, a navigational guide to move through this ever-changing space with clarity, confidence, and care.

We call it The 4Ls of Luxury.

1. LISTEN

Be part of real-time conversations. TikTok is a rich, living library of subtle language and emerging ideas. The real magic? It’s in the remix, not just the obvious trend. The trend is the surface, the remix reveals deeper cultural shifts. Pay close attention to how heritage products are being uniquely reinterpreted by a new generation. Identify which creators, with their authentic voices, are shaping style stories in fresh, unexpected ways.

2. LURE

Lead with curiosity. What hooks people isn’t noise, it’s intrigue. Spark questions, not just answers. Be magnetic, not loud. Even discovering new sides of your identity, that's where incredible things happen.

3. LOOP

Keep the story alive. On TikTok, posting is just the beginning. Great ideas loop, they evolve, get reinterpreted, and live through engagement. Being on the platform, consistently and meaningfully, is how relationships — and trust — are built.

4. LIFT

Turn that loyalty into conversions. Emotional connection isn’t a bonus, it’s the engine of growth. The more people feel understood and supported by your brand, have fun with a trend you’ve jumped on, trust a creator you’ve partnered with, and believe in the quality of the products you’ve shown, the more likely they are to buy.

Luxury should make choices. Should challenge biases. Should do what it has always done best: go beyond. Understanding people in a culture that moves this fast isn’t easy, unless you have a partner who doesn’t just follow culture, but helps shape it, from the inside out.