Marketing
August 20, 2019
Burberry campaign on TikTok. Image credit: Burberry
By Sarah Jones
Short video application TikTok has amassed a strong user base particularly among younger consumers, but it has yet to significantly catch on with luxury marketers.
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JpzQ3fWTYVV5K9yOv3w9Mp+Q914FsuiBXuhDMHG+4NMXCCL15HJyuCDpPWdAQlSEJ1x4OL8sGSuOtQssE0bZQeF+tH2OnXT9gkRGNrtIbcpu4LJ1ohz1+oyOlTcVUOiCDONasE5vbevz\/l8\/RGe+aDjHzS3NVr\/kTL1o2hLnn+o5j8KHwMSYZNxXdU7YY+lO6hSkCa2ZLH9Ests0vnjee6sh5y1e12+W6AVydcw+bLLX93LL7yz72mwdcmW2Kz+jsIyNnb13Vouza41QH9uY1k+FgzY6hlxO0pV1haB73SoOF+Ovi17G+vX8Km5CgUs5OLvmeSlpxuiQf2f0DYPbsRiAyc1YbKAlfAXimGM8K\/LRwzf6\/3dc0fIWfrrhKHLYQV\/Zw6p4vMoSofjvfdY3diVPIpQ7e6lutT8HnTgyviJg1xG7d28UTYkDJeUaCCKye+FAwDRc2vlme756x8gKOTddwvPMHkcui8eWndczXAkljmD3LSBVw4ps5oC92xzvmyKJeEnuByOjIpyNCGp5ZxZq6s7q9+oqPEyVbupu0MeJiRvhvUB86s7N\/Wq8+XZmmczGKCuSq97TDvorwxojtcdx52mnbNUZrQEjzcIznCmjDaz4l2Cs2Lu6A790DwdNLAOdefqRu07bHg6ZJaeBOWLOLJIkaJmruzfS0M3LZ56C5+D0d0NMuKVS7YzoAAb1anGvfmF+YTOs7rzdnvDzBOxIxLsGPIkfdiW3jX3zxN0xeeHxjK1NEfFxnsP7BsEQ4LV8TZSTUEGUk7T1gu3YEBCOKSGqKKgAauGf1F73ayl5tKFP8sg9YG0jZTJ6kEMjUWxCdnzwy0o8xHwcOeZAT40odOk9H7byJ1BT8B84bYOqCudQBVmZY0SEYqYMK7kDoLQt9x2XD\/kqiEMuzKtL73UrdcRuREJ1nk\/n4\/7l1NydqRowAGxsnummJW2xASNupZuo2ZeGAURccBZn47pdammmY3zSHlBzF4YwHaeeBx8xsHiyXQjkwLWHsBsQKN5z5\/fyiiPSMyU6fVYVeWVdC9n9LAM2RrblfeyTGC0i2RIunWTCM0Fn2bbdPLuoobRQQuFf4auML+cK+29s1TOTNwAvw\/gnKDOlAiZWoxs7jGZuJ+DiXWrmW7kMawVFMl3uoO9Q9LCpIxeGN9iBpfSxJ0frDDG7G5BXSD3x0vFc2w3LiWSSOJ+A2pFZBQV6xqyEiyeuYwWihENUny7YQq18nlE5k0VSQ24lPaQ6kdFneMJD+UrpAaZyZlXaKq0P01EOlJHzQaAxnGqQrQ3ZBWEQgVqKex9dTw9zyrCc48jhCIAGpTQEUJ2i9F9oXS1nFZFUGTq4s2SE3IfShvteMFMmHMD\/ZQTzze955fLTj4eYxoy4RyWjM7hhqLzNW9POJXh8BqaONSu27H8hAmQcco1g3UVQPvqr3UejVCOa6wMgR5lgzdydXUenemBTEbzC8r\/tvu6S+p1Wa7A5VLn1RYn+HVVrRJvIwZGT6M3VvFfB7aIAfXuipzNhKMTp2oUmG25+Km+w\/CdQyiUukUDoyEK4xcxSdny29RG7TP0GKzX00oUQxkRPioMdmX05hnZFDtRdyQ55d4P4rhnGsiL5DmdQADyYIVYUUiAcmlfV44vc7RIEqIbjp4p5+mCemJo6Zu1e217axy0mKZqAegk26ydRza+Xd+G5rT1+Yg79XpsJn4sv5lMLuqzmkZXr+Suhwg\/HSGnM\/r5iBwcAt\/gcUuhl+shjQxq9GK95k6Zcadvu7pO+4qCdQPFnaGpkyuCEuVNyxx6kkXQ\/xGVnDarVVbxFBEOrcTstnfVpIyXTCCUsgknJ4xQQahvM7ospb4ivdOpbLkbWHNIFllN7Qk+tXagQyQnDu\/tjWip64PYY6HW+7Q7ctCRt\/H8x4eZnWCcrRNGADVkxxwrEtVGHK9vl7FedGTM53h+XIoeQ5XS0VwPqhC4FNLXsldkzrNNV4VuoSKQNn\/OI4q6xM7MTqLPSgpi7uHRqDrQwyKyP\/PlW\/OXq1HchKeXqf60CXMqVNlikHtNm6g8lAp7iOlW6LLKweYZE+jBgLDOb\/WNbnXK6PjmvqffxqxOCFbh1gsZGD6LdmbEX\/OuSGF82rYji2sbFg4bhJCPCsminYvLWzmZ5U23OjmLIKwMU2Qwsr0f57Xx7znPFBLmvmljiws2VMfGW3JTfdTiXWBuODnT3wivRn1rubz0uA3H4ycFy1aBAKIzseappbC+SV99GTLxGOdUKfrl3jwS3iFn+AP3rBrw7uwusaB+qCEJMvAThpE4jmCDihYAk8Z8qWbfgojgidi+njhg7utyWNhapUQ\/bjuW0wrzyP43yphkYmaR54ugEoJbMTKBonQ3yQ5BKcH7XDWiRrxUmSUQ6CviwvXtpCLF5oEaP7fTPCLCeBb\/aA7KaXIDaS9SPeNnKI0vZvl9AqESNWUkl1+1gMwhH+x0qtb6DkkxwVF1pyF\/7B7OmMNrJYj8MgCxi+OPp6x3cOxprq7uvHRvCdgII3+ohVvydHy3h4zICtpig\/H0WeM08VUPWBksoPayBJO24SoUoIt2xE9y9IFVUQXi1f0Tb1W32Hc72KXQ8sPaukBYoETD96H67eEGW8UhPcBC7VY3JgZBVwDaYWDHXVz\/i0ctrR0OehNslVarPVrXz61Em2s1t+bS3NSZ+GY\/cRrxDypRFdHKkzfGnXzi82xOruDTimucXqJlXrcn+RTqNaLy8ebja22mIsEZi7XYFsC9CmJDUBBk0uUx8mPsu+ntH35FKh2M\/tGRA6Ge4qwgPKzEJpaidG\/ccK2jEIXQAlqoZqbTBEskd\/dkHePLQTVKjwtrXFeY15wn1PG3GEyCpTqZMxIa2ebi6AKl9e\/Q1+hytYQQyarT0eye7Qc\/rOI50r5WDyismvZa8BiuON+VBzcncDzLzDZYKx\/3GKCYvsCrQ5TuVlDqIRbkt9jg68JYY8rsuI+EDICVZunS5gDKzPsW+nfH+rnMh85rCxAhwopGkkkegQIvQUdtSsz0n\/1+SkZMKRdW90gjbheSQ4EyO8Mt1eU8Ifin2EtuXqEiBcMKh\/S0qTjFX1RLO\/tPeBmIFkjAMZxAukgIaVZQ6rKDpgHTLfkUm42Fg+1fNBTeA1W0Z33hjXBvSMjwj2bJGuHlPO1u1blm9nJLynFiqpvkUQM3vjx9BAoK61JzGB+mba+iIQ2CG60C5tlIfnSoCsiCr5nRW\/M91+80kZ7Wy1lUNSTgi9P+\/lAG3pcWLIllOdUQrcG4M6xm4WZbKqDSUI3e5ReLNP9vD093xuTAD4EatNsQe\/X7lUei153GTn+KVUQJeWZtcjMufT64gN1qJV6UaTNaia2snMUA2ZhBNCO8tWiA39B4Rx0DMCRYWQ\/S3f19rHNQ0H\/uEBZi0uUtA09+EHpwimObcuLRTfcxiZWKeOGbwXGQVlig0EopjpCaQxvcc8964B7SBPQqeshDOrWKn\/0xDo+X98b+fD96x4dqTluyoMV2oadfzv7CpeugVeiS1wb1tZ5tWF1pave+YNlcikl6lXH1Ij\/hYDwBxt2JQ\/yBd0gsosDTFejf9I6bSF9vJXGzLZlk3gpkZGKbMeld5oxK5Nfd0QMyA4Ky0oi4m4aIw3mDGFHPFQtjrmc0Z2UqqCqagMme77hAdvToqFadbvkb1lVRRZGfKJHWvSr++TNf5WldA3O5lfG24j9BKFVcQwIJKqM\/E+pKM\/+2N9MtHTrRzAVgWFKlX9gkKwrRwiU7G5E+0LvvaIIsXqZ5BRmipBgTvivUDYFlHW93WOvLP7atXSjbZspTGtdAmCJqejka5TwCunGRHpyLRJ8logRC+dwG4l63\/q1jTMyVqkUeU4QCgEo3Le3zQV2M0nSeHZBxStFg+1SHQT\/kXnT17onuJazT8tNsoG7CbuPcA2nHdSgCAr8r9PVD\/ZAAeTgwwyTwqdl8jEz+pMdxr5I+T\/mbNx5qlAlCUOSGbBaghMwWLafAlVkNaAaSqyXW+0ECHWlaTyMF6dImybRlOHRg7eJn8v08jy3CqhoQ\/4+loIEzL+ta03idc2iCTj3qBiEGAc68CORuwv\/uQPwxJ8EVU8mGmRhu2CIfKY3IKZszhovKRMMUKML4a1+A9hC7BxieNISQJJRpXK\/SSFKadEufh9q89dGAYk6+WEwd3c4\/hjLDHxQcNa5mH4K0q5sEZv6ksQgx0L9bJHUPO8OncYr9rhcNzeTZiboDhLvHT9t4lFfqP9sGNPrq\/qI4p7P3QIrlC3Q8RLgqKufFwfsbzCQt9siRTeA8ejT\/rS+9b\/nUXgBnwqPeMXL1RVbUoBxk49+xgK5i5RD3QTFv2wWl2M6+mqmjgvEZlohgsymMhj7M1xsDbkg4nPL\/BDGqyH16S6SBfYjh7y9liEgxfZ1fz7O1ClgotdCnsqNappEQxsMTFtd3SO\/fJPxFu4+h1Ul18xvaJWrQi8ERiUgmIltbvAMPucOzjuW6aj2bT1jIyzkB9w+nnd9Y5oqmABtzySxSFQv6QAcuLUStCvPZi4OIO0ZYAgubmFMhdOWtuXY2Ue+nAjb75XUXZn4bfTHMDD\/OiHdY27EoZEf3y9C4iGHWqfLzkL+F5vchqtywGKrwvP\/Nv2s5Mo\/rRJ39MlVUI123vNN82IF2DzEcF9OLcE75oelsKzFxWd\/cJ\/tirUy1YVdDH\/LMEAyDghdk7vOFeaG46yRMvgvcCJK4S6OlFK2zqayzatJX82KDOasNTzL7D1066Qrq8LBCpSPSWYKSU5AhCGHbuVHMKFKP+ypN6LLRcz3Dcx+ZMLJOeLUw79yKdp3eMRSO6jRxDKpehchLvyr6z7aEtOP5rNVPE8z61\/ScrlS4RU4jniOIFsjVfMp9HyUNVbnSqq1+AX7Cup80x1DaJciVtEv9qENekxzXdmS7s\/dOjptEvMvXZip8QEo76ySrwQIi+roGYrzQfcmqxj2J7byEDfsZy0NVZAjWJT0aGkVJvRYipjlyG1\/2Jr+Q+9YJRSyqZ8Jp5Mbiyr18lpfPCvbiXZ8t3Zop\/TYhCQw\/oQouCCN5UGeFs7AjCB92vIRwD8eMcOKjIDGv54Ks9SQMsBwYCIHn+NlVeI1mpbyuUlUEppdEh2mUpOdfCsdTi2iDN9JDXI+5YMZfCF1H59Tma2vzvelcwCdKdxTzy1I2fcnnWkUXmymi8eYIXimQPjf3IoGh0BSfCOWIrIuIYZUu7JusHnwfOn3H0Emzf1L+puo0lqoveu3BTjyph0n2ojTf8\/mQxC6Jc9+XLQgh1qO1oIx8F7ekvKT+2bCTjR8kRuezUwhlCgGvpuLDuDpb4tbQyigNdzSJWPUTeEArEHtZ2WeOzGil9nbfIrsat\/qtdqvWkkEpJ0KnncTZl7DBLMsJ\/rRGG9hZeQv5Cdi6yVmMLP3Bz2TtN95j3O5NuCFGyyYbbxI70+dYDznWQ9Hy6fNiqFAg5Ao+jiO5f+Fb8YBYkyG5LDkwJqSNKsLFNxo5Q9gVUfbjnLEX59u40DP0B6U8gdZbHlBLXfhOxTY6GaqhkLpb0pTgopBtSoLP7gVuGkDNKZh0C52gpJXiDlpsNJiHXt3hfOv3zgWPPp5B+PO\/lydh85oQQwrE\/PVQffyPvkHpHv+B25J1MHTyDi+pKaRVbAsNXzOrhTVIEk9daxMLcqptAXv+Qlk\/pJCrnQcc8PnofjLUAgSuVJAYgQG6AHIj1HSwlQAr0XMZ0nF+EfHIZWOZj7StbmTvSy1eDaEAl0Bj6vMtUeZaRDRAcSf4\/fRwbVNbTgZBvot71423cMXzqlJevF306Aott6RV89hnfArdGl2gUPtez7mA42LQ7skgv\/JJPc3R+cFkUqCiPm31DAHi+WKwBD3zTVAC23VldVVku2e08+w0c11kffCppVCQwCpyou25kfFNOMjhb3MwAvi6RG4XMX4E7xM7wDPM2h++JqUNRfDsAUb0DCGfe+nUnj+4PNGwOOW546gH3iMa0jHXjCa0Bz\/v6UZodzlrWIk0B2YtFaBOaa97vbz29uQp0iiGSUBMyqe\/Oko13ke2qM7nJt\/tXtDK8w1qXm25zmDdqTaJcxIii7E\/M1nEVTrwocfV0vZnTFqyBTp0v4IdWcTZNJsMteNJh8C479Rpgmy4PAABnPBSpvYZfL5Fxk8J76l4a\/j\/WqHY5sl3hhiPIi192eBhU3\/yF+aaQyzs8g6QeWiWvjmqqZpyZ\/vZlkEM6hu6UyYdavWSJcNo36QbKucVfx8eQKc9w+8Tqa8cRyIPzm7QILi8BYQPIy1iT3ayyYAwuyBrKVaryQ5j4\/i2q7mVkBzv+LhNyZpgUG2eLNf2121YnLDwLZt3oobIydC3PzYWEGBUUjQ6FULjHBhqsq6UCvEH5tGC9au59836HI2aIdQX3tvdgOeYU7TZNf6OSbMQqmAqjB7X4vEDxQSb3axWYbSVZxDLk0r3sHmEzw3tzSz+u3Xib+9kbCvZDSTWHsYdVicVooxpt2eSQgESw1\/LqUvZ05ziVW699NLbaDyuPS+B0j9VlbLmWEPzJV6dG8gBmTOi4E2rkenzN9r9MKWYcJtmQb67Mhq8S7Cn3+iNt+V1SlKfqpA7DzD8435P2yhEGePK1LOkKe4G2w+bODKHtvN2eGDk4PTlGQ+jphs8lPGYN2O53Gxd+EyF4XrPuOiyoEdGbxyb\/ZZ9ZUh6CQH4uLIri2KA6aZrmxOd1fytf\/fDw0s3QfsrvprDljzThGCDkfWE9M0CDORtpSALY3PvvJQqpkEpZqWoAi0A2EX96nmoTAkdWKaKtEpq18SR4AvTSrnKix0nhB2uaILIFsjIIMHt9C2tETh4ImtjCUqFsgrblxKYphsPm50AOrQhNyLp9dcDjo99u0IwPR\/yN79VBSJL\/dXoXULLJ8ZgNpHCzW8oYxFRrRG6oF3jKCbLMe08NfQ9k7Y\/vt3AJ25AX2Jw5PyjcBtX5eKavoNzeRe77sIBVnm8mCuUgzsboKHzx1OPLKjKELUvJ3ZgRi0NlC3Sc37cd+vTs8n\/GE5UU81PG6A3O8dZslSfXnTwqc8gM+EVFnBYKg9\/uGXuzZ4iIuaHlWl+uLT7Gqg67kEcbNIbmZ\/sPVmHFf1jHwQdDzRmKYUzK52p0EC61bvTFJJQKhdDlXTqrFh\/xl9+55h4JbwXpeHk93td52vuiXmarQVc5I\/DLl37g9UDsdhjDJ92Y\/Fwzbqh09Ts+ihTtNgfkFz85Pmrs9aMmAuSDWoKxxf7dLif1pnJS8baVYIrZ8v\/Xbs\/A8EmwqKhpN5RsCcbGdrLMPOrnyk+6JO5v\/\/bDQF7iIP8QN\/7ITKw5T6\/q6rqP6ps2QbCVk\/GOBOiptKSCtDcmssXM+2n7yB+QXSokrCMdKvb2vRgZqJSRpWlF7z6TnS8\/+9qg7DEgHm5cv8lQ6cl6Jw6QR+ZIouDCIl7Q5N32i0F\/bK96X0iBVQ5vIAnI=","iv":"c3f560f5c3f7e2c37bd61d5934314ada","s":"139620b7a6f47a9d"}
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