SMB Fashion & Retail: Your recipe for Success

Picture this: you've spent months getting ready to launch your summer clothing collection, and the time has finally come to share your products with potential customers. You imagine your pieces being worn and shown off at the biggest music festivals, chill summer get-togethers, and key social events of 2024. Maybe you feel a little nervous about hitting your all-important sales goals, but you're confident that if you can just find the right customers, your products are sure to be the talk of the summer.

Or maybe you're a retail brand dreaming of people lounging in garden chairs, sipping bottled drinks and reading the latest bestseller book; all of which they bought in your store. No matter what your goal is this summer, TikTok can help your small/medium fashion or retail brand to make your business dreams a reality.

It's no secret that our users love to shop, and with holidays abroad, the European leg of Taylor Swift's Eras tour, AND summer barbecues to get ready for, fashion and retail are sure to be some of the hottest verticals this summer. Check out our 2024 fashion and retail playbook now to see how you can reach new customers, inspire consideration, and ultimately make more sales through TikTok advertising.

Keep reading to see what ingredients you can combine to make your campaigns sizzle this summer!

Foster consideration with reviews and recommendations

From #getreadywithme to #ootd and more, authentic reviews are key for discovery and consideration of fashion products for TikTok users. Fashion brands should proudly spotlight the unique nuances of their business to resonate with our diverse audience.

Encourage your users to interact with your brand by responding to comments, asking questions and commenting on other videos. To get started, explore our creative center ‒ you can utilize our keyword insight tool and review top ads or organic videos to gain inspiration and understand what resonates in the fashion or retail community. What's something specific you wish more consumers knew about your brand?

Spotlight your brand with a brandformance approach

For fashion & retail businesses planning campaigns with both brand and performance goals, TikTok is a game-changer. We've found that advertisers who adopt a brandformance approach on TikTok, combining brand and performance objectives into single campaigns, see improved campaign performance compared to isolated single-objective campaigns [1].

We've also found that new product launches overperform on TikTok, surpassing the benchmarks of established product campaigns. When launching new products, using more than two branding products boosts results even further, advertisers have seen:

● 10% higher ad recall (vs benchmark)

● 75% higher awareness (vs benchmark)

● 140% higher brand association (vs benchmark)

● 57% higher purchase intent (vs established product campaigns) [2].

Advertisers can then turn this brand equity into action by leveraging the power of Video Shopping Ads (VSA), our innovative catalog-based solution that supercharges product sales.

See how Irish retail brand Party World used Video Shopping Ads to drive a 30%+ increase in web conversions! And be sure to check out Italian leisure-wear brand, Gioselin's success story with using Spark Ads and Video Shopping Ads to see a 60% add-to-cart rate on their campaign!

Lean into authentic and entertaining messaging

Entertaining ads on TikTok help to guide users down the funnel; high entertainment ads* are rated 25% higher for brand love, 15% higher for purchase intent and 17% higher for likelihood to recommend [3].

To create content worth saving, check out our creative ideation blog or work with creative production experts using the TikTok Creative Exchange (TTCX), our one-stop solution that enables fast, scalable high-performing video production for TikTok.

Use the tips and insights in the SMB fashion and retail playbook

Ready to dive into more top tips and advice for small and medium fashion & retail brands? Click below to access our most up to date SMB fashion & retail playbook!

Sources:

1. Enhanced Learning for Brandformance, internal TikTok study

2. Internal Meta-Analysis on 11 new product launches in Italy for CPG & Beauty categories from 2022 to 2023, compared to BLS norms in Italy or EU5 for CPG & Beauty 2023.

3. TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast