Advertising
“This is the result of various converging factors. Restoring tourism after a pandemic, attractive exchange courses and the growing importance of emotional consumptionThe European luxury field has become more affordable, ”says Rafal Vereyitski, director of Tiktok for Central Europe, in an interview with Euronews.
In his opinion, the change of generations plays a decisive role. Young consumers of luxury no longer buy for prestige. They buy for themselves.
This is confirmed by the popularity of the hashtag #SELFGIFTING, which he noted Increase 110% In Tiktok only recently.
‘We see an explosion of content in which users celebrate their own achievements – Buying a gift for yourself. This is not a demonstration of status, but pleasure, satisfaction, self -esteem, ”Drzewiecki adds.
Polish luxury defeats the world
In this context, Poland is impressive. In the domestic market, luxury increased by 24% per year in 2023 – much higher than the average in European. The fastest growing areas are beauty, fashion and accessories.
These are not only world brands that have won the wave of interest in luxury, but also Polish character brands. Tiktok did not play a small role in this. Example? INGLOT is a well -known cosmetic brand from Przemyśl, which acquired a new audience thanks to its presence on the platform.
‘Brands such as Inglot and Chylak show that a well -known story and authenticity reach an international audience. In Tiktok today communities are building around values, aesthetics and daily rituals, ”commented Drzewiecki.
In the content of users – from seminars to “be ready with me”, Inglot products appear on smartphones in Seoul. Aesthetics has become a natural environment for luxury.
Luxury without shine
The new generation is waiting for more than perfect pictures. The authenticity is important. Premium trade campaigns are gaining popularity when they are true, amazing daily, for example, a clip Burberry with the actors of the crown making tea.
“It works because it is a person. The consumer does not want advertising today – wants a relationship‘ ; Says Drzewiecki.
It is also obvious in the data. 89% of users say that they trust the opinion of influential people more than classical advertising. Every fourth avoids A market Until the product sees its beloved creator.
Against, 60% of the Polish Tiktok users admit that they bought something under the influence of the content of the platform.
Tiktok made me buy him
Trend #Tiktokmademebuyit This has already collected more than 18.5 million videos. This is not a joke, but a way of treatment. Today, luxury is not the result of a marketing strategy – this feeling, moment, aesthetics.
‘If the product looks good, tells the story and coordinates the identity of the viewer, the decision to buy is made almost immediately. “Notes Drzewiecki.
Tomorrow’s luxury is a brand listening
Does luxury have a future? Only if he becomes closer, more emotionally and ready to speak.
‘The young generation expects authenticity, not perfection from brands. He wants relations, social commitment, common values. The luxury today begins with a world that is not like a list, ”concludes Drzewiecki.
In a world where the image dominates, and the user’s voice is as important as the brand’s narration, the luxury is no longer an exceptional privilege. This becomes a personal choice – is faced with emotions, experience and aesthetics. It all starts with scrolling.