TikTok has become a pivotal platform for discovering trends in the luxury sector, with a structural shift being driven by discovery commerce. Content creators play a significant role in generating excitement around luxury items, offering insights into craftsmanship and styling that surpass traditional marketing. A significant portion of users, specifically 38%, find brands via user-generated content while 32% rely on creator videos for brand research. The impact of TikTok is increasing, especially with Gen Z and Millennials expected to account for 60% of luxury spending by 2026.
According to a new UK-based study, TikTok has released new research revealing that the luxury sector is undergoing a structural shift driven by discovery commerce.
The research found that discovery is no longer confined to glossy campaigns or high-end storefronts, but in relatable, creator-led content on users' feeds.
38% of users discover brands through social user-generated content, and 32% are doing their research through creator videos.
With Gen Z and Millennials projected to control 60% of luxury spend by 2026, TikTok's influence is only getting stronger.
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