From Scroll to Style: How TikTok is Reshaping Fashion
By: Sabrina Kizer
Since its boom in 2020, millions of Americans have turned to TikTok for inspiration, feedback, and to ask “is this too much for a little bar in New Jersey?” TikTok has become crucial in shaping cultural phenomena, where one viral video can spark a trend that transcends borders in seconds. Though once dismissed as a playful platform for dance challenges and comedic skits, TikTok has recently become a powerful force in the fashion industry. By combining relatability with creativity, influencers can transform themselves into a lifestyle brand that resonates with audiences worldwide.
TikTok stands at the forefront of a digital revolution, proving that fashion is no longer confined to runways or glossy magazines, but lies in the hands of creators who make it their own. TikTok has revolutionized the fashion industry by enabling influencers to create personal lifestyle brands that seamlessly blend entertainment, identity, and commerce, reshaping how fashion is marketed and consumed.
The Rise of TikTok as a Fashion Platform
TikTok has captivated users with its unique short-form, engaging content. With a progressively fleeting attention span, Gen Z found a safe place within the app, fueling its growth early on. TikTok’s unique algorithm gives all creators an equal chance of having content reach the “For You Page” (FYP), providing individuals of all interest areas the ability to express themselves. The algorithm works to create a personalized FYP for all users based on previous content liked, accounts followed, and ideas searched up so that each user receives tailored content. Overall, the algorithm emphasizes content relevance over creator popularity, meaning even the newest of users' content can obtain significant visibility, that is if other users resonate with the content.
The use of hashtags is a powerful tool to increase visibility on TikTok, as it categorizes content, making it discoverable to a broader audience with specific interests. Hashtags played a pivotal role in propelling content like “Get Ready With Me” (GRWM) and “Outfit of the Day” (OOTD) to viral status. As more creators used the hashtags, TikTok’s algorithm recognized these videos as widely accepted, pushing the content to even more users’ FYP for even greater exposure. As these videos rose in popularity, they formed a strong foundation for the rise of fashion on TikTok. With these styles, TikTok videos transitioned into personal storytelling, allowing users to depict their unique personalities and interests authentically. Creators identified this storytelling format as the ideal space to post their fashion content, emulating their relatability, creativity, and individuality.
@scandivv what I wore this week did not disappoint #outfitinspo #recentfits #goldjewelry #wishlist #outfitinspiration #ootd #coolgirl ♬ Rich Baby Daddy - Drake
The idea of “fashion” has long been tied to elite, luxurious brands, exclusive to runways or luxury campaigns. As creators began showcasing their style and engaging in trends, the perception that fashion was “exclusive” shattered. Now, ordinary people, in addition to celebrities, can share their daily routines and style choices, promoting fashion equity. If anything, TikTok gives light to the “regular people”, making them the new tastemakers, influencing audiences by showcasing personal aesthetics. Watching strangers confidently showcase their outfits inspired viewers to step outside their comfort zones and try new things, giving the push to explore personal fashion in a way that feels approachable.
Quickly, brands identified TikTok’s unique ability to influence different subsets of the population, and they had the numbers to prove it. TikTok’s Data-Driven Success Model provides immense analytics for understanding audience engagement and targeting niche markets. Upon changing account settings to a business account, creators have access to a vast supply of analytical metrics including age, gender, geography, and active times of their viewers, helping them better understand audience retention.
TikTok's untapped potential to expand the fashion industry quickly became apparent between the platform’s unique format that prioritizes personal storytelling, an algorithm that emphasizes personalization, and a data-driven success model.
From Scroll to Sale: TikTok’s Fashion Economy Revolution
With a platform perfectly suited for fashion content, the transition into sales was inevitable. Creators on TikTok began utilizing shoppable links to connect followers directly to featured products, seamlessly integrating commerce with content. The system allows influencers to become self-employed brand ambassadors by showcasing products with authentic, lifestyle-driven content while receiving a percentage of all sales made with their affiliate links to external websites, such as Amazon.
Earning commissions through affiliate marketing or brand partnerships allows influencers to monetize their content effectively, earning an income for simply sharing products they use in their daily lives. In 2023 alone, affiliate links accounted for over 2 billion dollars in TikTok-driven sales globally, with top creators earning tens of thousands monthly. Shoppable links have also been attributed to the rise of underground products. All creators can share their go-to products, giving way for the introduction of new brands. Products featured by top influencers often sell out within hours, as their previously established rapport with followers fosters an environment of trust.
The success behind shoppable links also taps into the psychology of impulse buying, as the purchasing process is faster and simplified. TikTok eliminates friction in the shopping journey, by embedding purchase links directly into videos, captions, or creator profiles– users no longer have to search for products manually and can complete a purchase in seconds. Paired with the fast-paced, engaging nature of TikTok, it creates a sense of urgency and desire for featured products. With trends constantly in flux, users feel the need to stay on-trend, urging them to act quickly to avoid “missing out,” further encouraging spontaneous buying behavior.
@lily.mags Amazon 2024 favorite clothing purchases haul! All my favorite trendy fashion finds this year 🩷❄️🪩🌲🍉 #amazonfavs #amazonfavorites #clothinghauls #2024favorites #trendyclothingg #amazonhauls #haultok✨ #amazonclothes ♬ original sound - Lily 🧚🏼♀️
In September of 2023, a new retail frontier entered the app; TikTok shop allows users to purchase products directly within the app, making shopping easier than ever for over a billion users. Within a singular tab of the TikTok app, users can scroll and search through thousands of diverse products, ranging from beauty and fashion to utilities and food. Creators can tag a TikTok shop product within their videos so that viewers can be directed straight to the featured product. Initially dominant in Southeast Asia, TikTok shop has expanded its presence in the U.S. and U.K., reaching over $2.5 billion in sales globally by the end of 2023. In 2024, the beauty and personal care segment of the TikTok shop dominated sales, with more than 370 million items sold.
TikTok Shop has revolutionized e-commerce by providing small businesses with an accessible and highly engaging platform to sell their products. Unlike traditional retail models, where emerging brands have struggled to gain visibility, TikTok shop allows small businesses to leverage viral content for direct-to-consumer sales. In 2023, small and medium-sized businesses (SMBs) utilizing TikTok contributed approximately $24.2 billion in gross domestic product (GDP) to the U.S. economy. The study also found that 40 percent of SMBs say TikTok is critical to their businesses' existence. Research by Oxford Economics also found that over 224,000 jobs were supported by SMBs' use of TikTok as a business platform. Though the future of TikTok is still unclear, its tremendous positive impact on millions globally is clear as day.
As we look ahead, one thing is certain: TikTok is not just a fleeting trend in fashion—it is the new norm. Its impact will continue to drive innovation, empowering creators and consumers alike. Whether it be the next viral aesthetic, a breakthrough independent designer, or an entirely new way to shop, TikTok ensures that fashion remains dynamic, accessible, and deeply personal. The future of fashion is here, and it is being shaped, one scroll at a time.
