The Resurgence of Retro Brands on TikTok

Tokyo Shopping and Vienna Comparison we all know that Millennials are fueling the throwback economy (high-rise jeans, mini-skirts and the like), what’s less known is how their nostalgic taste has spread to their older counterparts, thanks to TikTok. The platform’s algorithm makes it easy for trends to resurface, and quickly go viral. That’s why it’s no surprise that several fashion stalwarts—from Chanel to Gucci to Emilio Pucci—are experiencing a second life on TikTok.

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What we can learn from this is that TikTok’s influencers and brands are able to adapt their content to fit the platform’s unique format. For example, the eponymous luxury fashion label Sezane has adapted their style to appeal to a young audience, focusing on sustainability and community, as well as showcasing archival collections. Their videos feel both authentic and uplifting, and have been essential in reviving the current trend of “Quiet Luxury,” a movement among Gen Z shoppers who prefer to shop at high-end retailers for pieces that will last a lifetime and are ethically produced.

Meanwhile, smaller creators are also adapting their styles to suit the app’s format. For example, Bruce Graybill of Sider’s Woodcrafting, a small-business maker, started posting videos of his work on TikTok in 2020 to help him gain awareness and drive sales. He’s since found that his videos on the platform are 90% more effective than other social channels at reaching his target audience. And for smaller stores like his, which was hit hard by the COVID-19 lockdowns, TikTok has been a lifesaver.