What we learnt on the Vogue Enterprise and TikTok Expertise Discussion board
Fashion is elsewhere a year after the pandemic began, and technology has played an important role in shaping the industry’s survival strategies and future plans.
At the Vogue Business and TikTok Technology Forum on March 18, industry executives came together to discuss hot topics, including the latest playbook for new ways to work with influencers, omnichannel retail, new business models that resonate with customers find and the importance of fashion technology teams.
What’s next for influencer tech?
During the forum, speakers from TikTok, Livescale, CeraVe from L’Oréal and EM Cosmetics discussed with Vogue Business Retail and Marketing Editor Kati Chitrakorn how brands and influencers can be more creative than using new digital tools that enable live streaming Ever before and are shoppable feeds for closer relationships in private spaces like Clubhouse or Reddit.
Younger consumers are engrossed in “entertaining content,” and “shorthand can be very lively,” notes Arnaud Cabanis, TikTok’s managing director for global business solutions. It’s never been easier for developers to produce content, but brands need to find the right tone and find a way to “stay loyal [their] Audience and get them talking, ”advises Virgile Ollivier, Co-Founder and CEO of Livescale.
New platforms have led to the rise of a new generation of influencer experts who also work increasingly selectively with brands that match their values, emphasizes Penelope Giraud, General Manager of CeraVe. Brands recognize “the power of superfans who feel part of a private club, and that’s why brands and creators jump onto platforms like Discord where they can build on that intimacy with their followers,” says beauty influencer and EM Cosmetics founder Michelle Phan.
Further sessions of Vogue Business and the TikTok Technology Forum can be found here.
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