Social Media

Saks is finally on TikTok

The retailer debuted the account this week to hop on viral trends.
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Francis Scialabba

· less than 3 min read

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Until this week, Saks had been pulling an elder millennial and refusing to learn the dances for TikTok. But now, it’s whipping out the old iPhone and downloading the app. Saks debuted its @saks account and announced its first content series on the app on Tuesday.

For the channel, Saks will be enlisting influencers, celebs, and fashion insiders to promote its wares. Its first videos show creators embracing popular TikTok trends—like the shoe flip transition challenge and #GRWM (“get ready with me”)—to model loungewear, eveningwear, and cosmetics.

Kids these days: It doesn’t matter if you’re a fast-casual chain like Chipotle or a luxury fashion house like Gucci, if you want to reach younger consumers, you’re on TikTok.

  • According to a 2021 Adweek-Morning Consult survey, 15% of all adults and 36% of Gen Z have made purchases based on the app.

“Gen Z is looking for inspiration. Focusing on product, product, product is not going to be enough. And if you want to go after this generation, you absolutely have to be [on TikTok],” Hana Ben-Shabat, founder of research firm Gen Z Planet, previously told Retail Brew.

Trending: In other online moves, Saks recently introduced an online Wellness Shop and expanded its livestream virtual-events platform over the holiday season. TikTok, it appears, is its next e-frontier.—JG

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