The question everyone currently in luxury is asking can gen z afford luxury? But Loewe doesn’t care. They have gone all in on TikTok, yes TikTok? Gen-z’s playground. Not luxuries traditional territory. Luxury marketing believes in clinging to their traditional territories of exclusivity and polish, with boomers as their target audience and the mindset follow the money, follow the bommers but Loewe’s CMO Charlie Smith is a visionary with a different playbook, a strategy that’s turning heads and raising eyebrows. His strategy? Connect with tomorrow’s luxury consumers today. It’s bold, it’s playful, and, most importantly, it’s working.
@loewe #LOEWE #NewBag #Style #Fashion #GenZ ♬ original sound – LOEWE
TIKTOK TACTICS 101: LOEWE’S GENIUS GAME PLAN
What sets Loewe apart? It’s not just selling the products..its vibing with Gen Z in their native playground TikTok. On TikTok, Loewe ditches perfection for authenticity, Remember the viral Puzzle bag campaign? Loewe made it a sensation by serving meme-ready, chaotic, and fun content. They promoted the bag with unconventional visuals like models turned human sculptures or playful POV videos..it’s as if Loewe sat down with TikTok itself and said, “Let’s collaborate!” the result it made this generation want to share
@loewe POV: it's 5mins before the show and you can't find the other shoe #LOEWE ♬ original sound – LOEWE
WHY LOEWE’S STRATEGY WORKS
TikTok’s massive reach, with over 1 billion monthly active users, provides an unparalleled platform for brands to connect with younger audiences. While a Loewe handbag might cost more than a semester’s tuition fee, but its TikTok campaigns make ownership feel within reach. By interacting in a space where dreams are born, Loewe builds a bridge between aspiration and accessibility.
Its building bonds, Not Just Sales
Here’s the secret sauce.. Loewe isn’t just selling products; it’s fostering connections.By fostering community through exclusive drops, interactive TikTok challenges, and influencer collaborations, luxury brands are making ownership about more than the product… it’s about participating in a cultural moment. Gen Z may not afford luxury today, but the relationships Loewe nurtures on TikTok ensure they’ll think of the brand when they can. Every like, comment, and share isn’t just engagement—it’s the foundation of future loyalty.
REDEFINING LUXURY, ONE TIKTOK AT A TIME
In a world where exclusivity once defined luxury, Loewe flips the script. It’s not about selling to the few, it’s about including the many. By making Gen Z feel seen, entertained, and valued, Loewe ensures it’s not just relevant now but legendary tomorrow. So, can Gen Z afford luxury? Not yet. But Loewe is betting they’ll aspire to it and when the time comes, Loewe will be their first choice. That’s the power of playing the long game. In Loewe’s world, every TikTok is more than content; it’s a stepping stone to the future of luxury. Brilliant? Absolutely.
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