As young consumers increasingly discover and buy products through social media, gaining traction on TikTok has become increasingly crucial for brands in what will undoubtedly be a more digital future.
Abercrombie & Fitch Co. is betting big on influencers. While countless brands have recruited young TikTok or YouTube stars to promote loungewear or model products, the company is going a step further. To solidify loyalty from young consumers, it is launching a new brand in partnership with TikTok stars Charli and Dixie D’Amelio.
The brand, dubbed Social Tourist, is born out of a multi-year brand partnership with the D’Amelio sisters. Co.’s Gen Z-focused brand. Social Tourist is the next step in that relationship. The new brand has been imagined and inspired by Charli and Dixie’s experiences at the epicenter of social media. It reflects Gen Z’s unique lens of living in a digitally native environment. Hollister has leveraged its pool of talent, resources, and global reach, as well as its connection to the global teen customer, to bring Charli and Dixie’s vision to life. The family has a strong background in the apparel industry. Their father, Marc D’Amelio, has over 30 years of experience in sales and design. Marc will serve as a consultant for Social Tourist.
The D’Amelio sisters appear in the brand’s marketing, wearing logo-covered athleisure, but were also involved in the brand’s creation. Dixie said the two really were a part of the entire design process, “From early ideas to being sent fabric swatches to then trying on samples to ensure we made every change we wanted.”
Social Tourist will have four distinct apparel lines: gender-inclusive items, trend pieces such as dresses and skirts, everyday essentials featuring premium basics, and swim. Each collection will include limited-edition items, with new products dropping approximately every month.
Charli and Dixie are the quintessential examples of what it’s like to grow up in the digital world. We’ve always believed they authentically represent our teen customers’ mindset both online and in real life. We’re thrilled to unlock new opportunities for all of us beyond our co-created products, which strongly resonated with our global customers. “Given the high demand, we knew we could take our relationship further,” said Kristin Scott, Global Brand President at Abercrombie & Fitch Co. .”Creating a new brand was virtually no small feat. but the excitement and energy of the D’Amelio family, combined with the talent and experience of the Hollister family, has allowed us to push boundaries and make this a reality.”
Abercrombie isn’t alone: more and more traditional retailers, including competitors like American Eagle, are pushing further into influencer partnerships, ramping up digital-first offerings, and launching exclusive drops to hold the attention of young consumers. It’s a tried-and-true strategy: partnerships with young influencers typically generate significant social media traction for brands, particularly on TikTok. Fellow TikTok star Addison Rae’s collaboration with American Eagle, for instance, generated roughly $4.2 million in media impact value over six months, according to Launch Metrics.
A successful partnership must have staying power beyond the names behind it. The challenge for Social Tourist going forward will be to grow beyond its association with the sisters. A product that can stand on its own as the brand evolves and consumer interests change.
Words by Rhea Gupta.
Graphic by Shreya Dhar.