How can sustainable clothing brands effectively leverage Tik Tok as a marketing platform to enhance brand awareness

Abstract

The purpose of this study was to examine the opportunities the platform Tik Tok offers for brands as a marketing tool, when considering sustainable brands and how they can incorporate their brand values in their content and raise awareness on the growing platform. In addition, examining the features and gathering information on how Tik Tok operates to understand the process in which different brands have taken advantage of the potential the platform was necessary. The commissioning company for this thesis is Studio Lamea which is a sustainable clothing brand that works in the fashion industry to make sustainability exciting. The aim of this thesis is to gather reliable data for the commissioning company which allows them to make well-informed, guided decisions when joining Tik Tok. Consumer behavior theories have been investigated to provide in-depth analysis on the factors and types that influence the buying behavior of consumers. A qualitative research method was conducted to gather data using interviews, with the aim of depicting an analysis for a brand’s marketing strategies on the platform. The interview questions were prepared with the aim to yield comprehensive findings that provide a beneficial outcome for Studio Lamea to join Tik Tok. The research results showed evidence of positive attitudes from marketing representatives of the brands interviewed on joining Tik Tok which allowed increased brand awareness and unique content to be produced by brands to attract core audience groups. The growing platform has provided the space for various brands to show creativity and flexibility as a marketing channel for brands to expand their vision and values to a greater audience pool.