Fashion forecasting by using TikTok?

Fashion Forecasting - the complex process in the fashion industry.

I recall when I used to browse fashion magazines like Cosmopolitan, Harper Bazaar, Marie Claire, etc to spot a fashion trend and use it in our marketing campaigns. Those were the days in 2005 -2010.

Till recently, Instagram was a go-to place to spot trending fashion garments and accessories but now that space is occupied by Tiktok.

In its end-of-year style report, styling service Stitch Fix reported that clients are referencing TikTok as inspiration and guidance for trends and styles had increased by 85% in the last two years. At the same time, references to Instagram had decreased.

Tiktok has over 1 billion active users who express themselves in a casual manner and thus turn anything they are doing into a “Vibe” or a “swag” (if you may allow me to recall a famous Bollywood song).

SPARC Group —?the group that owns the Aeropostle brand?— credited TikTok with helping revitalize one of SPARC’s owned brands, Aeropostale.?

When women’s denim began to move away from skinny jeans and toward a looser fit on TikTok in 2021, Aeropostale’s “mom jeans” went viral on the platform, leading to a spike in denim sales and a shift in Aeropostale’s denim strategy.?

Loose denim made up only 7% of Aeropostale's denim sales in 2020, but it’s now 40%.?

The brand’s profits grew by about?15% this year.

To learn more about fashion forecasting, please read my article which I penned down a few years back and is still very relevant.

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