A structural shift is being seen in the luxury sector, pushed along by online discovery and social platforms, according to the newly released findings of research from TikTok and AYTM. 

More than 3,000 consumers of high-end offerings were quizzed for the study, with participants across the UK, US, France, and Italy. 

It was discovered through this process that TikTok had become one of the quickest-growing channels for discovery, decision-making, and direct buying in luxury apparel. 

This finding fits in with broader patterns across the industry. About two thirds of those surveyed said that social media, instead of traditional offline media, was their entry point into the category. 

A noticeable shift from visiting physical shopfronts to scrolling through social feeds 

It is, of course, emphatically not the case that high-street luxury shopping has become a thing of the past. Nonetheless, this latest study from the short-form online video platform does paint a picture of a world in which, for many first-time luxury buyers, it is social media that serves as an initial point of reference. 

The research revealed that TikTok users were likelier to discover prestige brands via social user-generated content (38%) and creator videos (32%). 

TikTok drew attention to the role the platform’s creators played in helping fashion admirers to make sense of such aspects as craftsmanship, pricing, styling, and fit. As a result, these consumers were able to make their way around the luxury sphere with enhanced clarity and confidence. 

Indeed, about a quarter (26%) of TikTok luxury shoppers said they waited for creator reviews prior to buying. Meanwhile, approximately a third (32%) of such respondents were indebted to creators for their discovery of brands. 

Online comment sections also appear to be playing a major part in the experiences of luxury consumers, as they seek out authenticity checks, sizing advice, and recommendations from peers. 

On this topic, TikTok said there had been a 113% year-on-year increase in comments on luxury fashion content. This, according to the platform, underscored how community discussion was becoming a crucial component in the making of decisions.  

New consumer behaviours are apparently emerging due to TikTok

The video-sharing service also stated that 2023 had seen a 2% decline in the worldwide sales of personal-luxury goods, but that in Europe, a rise of 3% had been recorded – to an estimated €110 billion. 

Such growth, the company observed, had been partly driven by younger shoppers who were getting acquainted with luxury through digital-first channels. 

According to TikTok, 70% of people making up the luxury audience on the platform have spent more than £1,000 on a single fashion item, frequently after watching peer-led content. 

The social media service claimed it was helping to bring about new behaviours among shoppers. Reportedly, some 15% of users have bought a high-end fashion item directly after seeing it on the platform. Meanwhile, great numbers more people save content, revisit it, and return with a readiness to purchase. 

It has been claimed, too, that one in four luxury consumers now buy second-hand items inspired by trends on TikTok, as well as that one in three act on personalised recommendations surfaced via creator content. 

Make moves now to boost your luxury brand’s impact on social platforms 

Whether it is specifically TikTok through which you are expecting your brand to reach out to and engage with consumers, or you have other platforms in mind, you don’t need to look anywhere else for a reputable luxury social media agency. 

Yes, that’s right; we’re referring to our innovative, forward-thinking, and proven team here at Skywire London. Contact our creative, strategic, and digital professionals today for an in-depth conversation about how we can help further your brand’s goals during 2025 and beyond. 

Photo by Solen Feyissa on Unsplash