Brittany Xavier

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Fashion and lifestyle creator Brittany Xavier was one of the earliest adopters of TikTok among Instagram-native influencers when she joined last November.

“I originally got on TikTok … because of my daughter’s screen time,” Xavier told Business Insider. “And she actually got in trouble for this, but she had such high screen time on TikTok and no other social-media apps that I was actually confused.”

“I realized that there was no fashion on there, from what she was showing me,” Xavier continued. “And afterward, my husband and I were like, okay, we need to brainstorm this.”

Xavier saw the potential audience growth and the opportunity to reach Gen Z. She now has 3 million followers on TikTok compared to 1.6 million on Instagram.

And Xavier isn’t alone in the luxury and fashion space in turning to TikTok to reach new audiences.

In September, TikTok took its first major stride toward becoming a new destination for fashion brands by hosting fashion month events and campaigns on the app, including with Louis Vuitton and Saint Laurent. And brands like Gucci and JW Anderson have seen organic success on TikTok with trends like the “Gucci model challenge.”

In fact, while luxury fashion …read more

Source:: Businessinsider – Tech


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