Here’s What Goes Viral on TikTok, According to Kate Spade and Hollister

What started as a simple influencer partnership for Hollister and Charli and Dixie D’Amelio quickly turned into an entirely new brand launch for the company, according to Jacee Scoular, senior director of brand marketing at Hollister Co., who spoke today on a panel during the NRF Retail Converge conference. That’s the power of TikTok. Scoular noted that what goes viral on TikTok comes down to one word: distinction. Take the D’Amelio sisters, for example. They have a combined following of more than 170 million TikTok followers and are the co-founders behind the Social Tourist lifestyle brand, which launched last month. Social Tourist is housed within the Abercrombie & Fitch Co. portfolio and is sold exclusively through Hollister stores globally. But unlike many brands, TikTok is setting the standards for the brand’s success. For example, the D’Amelios showcased their latest product drop last week with a live fashion show on Charli’s TikTok channel. Models included other TikTok stars: Avani Gregg, Madi Monroe, Markell Washington, Curtis Newbill, Caroline Ricke and Phoebe Hines. @hollisterco TONIGHT is the world premiere of the @socialtourist TikTok Fashion Show! Tune in on @charlidamelio ’s TikTok tonight at 9PM EST // 6PM PST ♬ original sound – Hollister

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