How has TikTok changed fashion retail?

Written by Alfie Driver.

TikTok’s Rise In Fashion Culture. 

TikTok, Fashion, Sustainability? If you are interested in any of those things, then you are in the right place. TikTok has made a massive impact on the fashion industry; with many trends skyrocketing purely due to the publicity that the app has brought them. Influencers and creators alike have dedicated their online profiles to the latest clothing crazes, providing tips on how to make sure your wardrobe coincides with the newest fads.

The video-sharing platform has been around since 2017. In recent years, following the pandemic, its popularity has reached an all-time high as 144 countries have adopted the platform. Previously known as musical.ly, the demographic for the app has drastically changed. When the network was originally invented, it was predominately used by young females aged 13-24. As of 2022, a mass of 1 billion people all over the world tap into the app each month, vastly widening its audience.

Hashtags are a commonly used function that allows a user’s content to connect with larger groups. Usage of these tags is a great way to title your video, making sure that your content reaches the right crowd. #FashionTikTok has obtained over 7 billion views and is continuing to grow daily, as #Fashion has amassed 120 billion total plays. The popularity of fashion is justified through these extortionate numbers.

Monge stated, “…you learn that this is something that happens to smaller designers and, unfortunately, is super common”. She made the video in hopes to spread awareness of her situation and making people conscious of companies stealing ideas from smaller creators. After going viral on various platforms, it was picked up by ‘Diet Prada’ on Instagram. The fashion watchdog contributed to the publicity of the story by producing a post, stating how the enterprise cheated Monge out of her artwork. Everyone was talking about it and eventually, Converse got wind of the accusations causing them to issue a declaration on the ‘false’ claims. “…this concept and design was completed before we received an application from the candidate”.

The resemblance between the designs was uncanny, causing disbelief amongst customers. While the whole circumstance could just be a coincidence, it highlights to other designers how difficult it can be to protect yourself legally in the fashion world. Funnily enough, this isn’t the only instance of design-thieving allegations that have occurred on the app.

WeWoreWhat, a previously up-and-coming brand, was under fire after micro-entrepreneurs affirmed that Danielle Bernstein was shamelessly replicating their clothing lines. Tension was built on the teen-flooded platform, as controversial criticism was plastered over numerous comment sections. Like Converse, the popular Instagram watchdog ‘Diet Prada’ called out Bernstein’s behaviour, ultimately resulting in the pieces being removed from the collection by retailers. This was one of many incidents. This has become normalised within the industry which damages smaller businesses while handing over profit to well-known brands. In the taste of the crowd, I hope that we can reach a point where these creators are able to defend their products and that these organisations receive the appropriate backlash. The power that these brands hold within the industry is ridiculous, they can lie and pay their way out of their actions making it impossible to escape these cases, creating a huge disadvantage for affected brands. However, any publicity is good publicity. Many creators and companies have this mindset and, it will often work in their favour. I’ve seen it happen and I can’t imagine it changing anytime soon.

Thrifting.

Thrifting has become a widely known approach to replenish your attire. Whether it’s your local charity shop or second-hand clothing from sellers online, you’re guaranteed to please your bank account and balance your carbon footprint. This ordeal had been looked down upon for many years, but it’s now up to the minute. You can express yourself, unleashing your creativity to stand out from the rest. Many people find joy in this activity, as they are regularly looking for elements to spice up their ensemble.

Let’s talk statistics. Studies have found that the UK is the fourth-largest producer of textile waste in Europe. The average Brit throws away 1.7 kilograms of clothing yearly. There is a revolutionary solution to lowering these numbers, that of which is reselling your wardrobe contents. Why dump your garments when you can repurpose them? Sell them. Recycle them. It’s a get-rich-quick method and will keep your pockets filled. You will find that the longer an item lasts outside of a landfill, the more durable and reliable it is. Vintage is the rage right now.

Upcycling is the perfect way to upgrade your thrifted items. If you just need to repair or want to add your own personal touch to your used clothing, this could be your latest hobby. There are countless videos that have been published by creators which involve upcycling second-hand products. Watching the transformation of old t-shirts, jeans, shoes, and jackets is mesmerising.

Try it out. Support your local charity. You can’t go wrong.

Streetwear.

With all this combined, we have accustomed to ‘streetwear’. The new-fangled fashion culture that everyone is obsessed with. 2000s skaters had a monumental influence on pop culture which birthed the idea of streetwear. Ever since its appearance, it has made its journey through mainstream brands and customers’ closets. Source: HIGHXTAR

This used to be the go-to style for young males and skaters alike, which has made a complete U-turn in the past decade. The exclusivity of this style isn’t so exclusive anymore as people from various backgrounds have endorsed the idea of incorporating these items into their everyday dress. Models and influencers are regularly seen ‘repping’ streetwear brands and clothing. Famous brands such as Adidas and Nike, notorious for their sportswear, have dipped into streetwear design. It is recognised by all fashion counterparts, making its way up to high fashion, such as Vogue.

Kanye West is a prime example for promoting such high-class fashion. He is no stranger to brands like Supreme, who have been in the streetwear phase for much longer than most other franchises. Celebrities and influencers are the leading blueprints of emerging trends such as these, as they are only deemed to be in fashion or cool if worn by big names. I don’t see designer streetwear dying out anytime soon. If anything, it has just started. From the information we are fed from these outlets, there is still so much in store and I’m excited to see the future of streetwear.

The future of streetwear will be determined by prospective small businesses. We, as customers, have the responsibility to make sure that our favourite brands are taking the correct steps to ensure sustainability. Investing in micro brands is the correct path for us to take, especially those that are taking the right ethical and environmental considerations. Without the help of this generation, big brands will continue to throw off the industry leaving an imbalance for newcomers.

My experience with microbrands has been just as positive as it would be with any other, without the guilt of destroying the environment. Having a sense of balance in fashion retail is important. The market is being controlled by favoured labels and there are several alternatives to them, at a much smaller cost.

Trademarks such as boohoo and SHEIN are dominating the market whilst simultaneously wrecking it, and it’s all down to money-making. Fast fashion is a bane to the industry and it’s taking over.

What’s the solution?

The solution is sustainable fashion. Sustainability in the fashion industry is the way forward. It is a movement that considers the idea of fostering change to products, considering who is producing them and their lifespan. Fashion can still be fashionable without the detrimental side effects. This mindset is expanding throughout, as more individuals are being more cautious of their carbon footprint. With this, we are beginning to combat greenhouse gas emissions, water pollution, climate change and air pollution. Eventually, we could possibly prevent many thousands of deaths of eco-systems, animals and humans in the next decade. Quality of clothing is a big factor in whether I’d add a product to my own wardrobe. No one wants fabric fraying on their jacket or the soles falling off their shoes. Reviews are a fantastic way to find out more about a company or specific attire. They are made by customers, for customers which gives us upmost responsibility for continuation of brands. You should receive what you are being sold, not underlying faults being hidden from you.