TikTok Has Changed the Way People Buy Luxury Fashion
Something interesting has been happening in the luxury fashion world. The designer handbags that were once confined to magazine covers and high-end shopping malls are now constantly shown in TikTok unboxings, GRWM videos and live shopping events. A Chanel flap bag or Hermès Birkin is no longer merely just for status; it’s content. As these pieces flood the audience’s social media feeds, the way people would consider buying them has subtly changed, too.
Social Media Has Rewritten the Luxury Norms
Suddenly, the aesthetics one reserved for an exclusive group of consumers has become aspirational for a wider audience. The “quiet luxury” movement, which emphasized understated, timeless pieces, became popular partly because of how naturally it translates on screen. An intentionally designed Chanel bag or a classic Hermès silhouette photographs beautifully, ages well and shows taste without ever being too flashy. However, exposure and access are separate. Boutique prices for top designer handbags have steadily climbed over the years, making the gap between wanting and owning one feel greater than ever.
Authenticated Resale Platforms
Younger customers, in particular, have been turning to authenticated luxury resale platforms to access the coveted pieces they see on their feeds. Often, these goods are at more accessible price points, and sometimes there are rare vintage items that aren’t currently available at retail.
Vintage Chanel bags and classic Hermès styles have proven to be particularly appealing. Perhaps it’s the exclusivity or one-of-a-kind feel. Maybe it’s because that look is trending on social media, so the item may hold its value better than others.
Livestream Shopping Brings the Boutique to Your Smartphone
On platforms like TikTok and Whatnot, viewers can watch creators show designer pieces in real time, ask questions about their condition and authenticity and even purchase items during the stream.
Authenticated luxury resale platform myGemma has leaned into this trend. Specializing in luxury handbags, jewelry and accessories, the platform has built a strong following through its resale marketplace and growing presence in livestreaming.
“Since 2023, myGemma has not only aired its own livestream shopping shows on TikTok, Whatnot and other channels, but it has also cultivated a number of relationships with creators and resellers,” says Andrew Brown, CEO of myGemma. “Providing them with studio space and designer handbags and jewelry, myGemma enables them to sell luxury items directly to their audiences. They pay for whatever they sell, and myGemma dropships the items to the end customer.”
According to Brown, livestream commerce has accounted for approximately 15 to 20 percent of myGemma’s revenue over the past three years, demonstrating just how quickly social shopping has become a part of the luxury market.
A More Personal Online Shopping Experience
The luxury market has always been heavily influenced by culture, and right now, culture is being shaped on social media. As livestream shopping continues to grow, the lines between entertainment and sales are blurring. For shoppers who want access to beautiful, quality pieces without always paying full retailer prices, this is an exciting change of pace. For platforms like myGemma that have helped create trust in the space through authentication and accessibility, this is their time to really shine.