At Barnes & Noble, tables display signs with #BookTok, a book recommendation hashtag on TikTok that has pushed paperbacks up the bestseller list. Amazon has a section of its site it calls “Internet Famous”, with lists of products that anyone who has spent time on TikTok would recognize.
“It was a little bit of a head scratcher at first,” said Jenny Campbell, the chief marketing officer of Kate Spade, remembering when searches for “heart” spiked on Kate Spade’s website earlier this year. Kate Spade sent Covarrubias free items in exchange for posting another TikTok when the bag was back in stores. It turned what was supposed to be a limited Valentine’s Day purse into one sold year round in different colours and fabrics, such as faux fur.
Channah Myers, a 21-year-old barista from Goodyear, Arizona, bought a pair of US$50 Aerie leggings after seeing several TikTok videos of women saying the cross-banding on the waist gave them a more hourglass-like figure. “It’s funny, I shop religiously at Aerie and I had no idea they existed until I saw them on TikTok,” Myers said.
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