TikTok is helping fashion brands tap into Generation Z audiences by using sample sales to clear excess stock and build communities.
Content creators on the platform, such as stylist and content creator Seun Ogunsola, have helped to popularise sample sales by sharing DIY hacks, thrifting tips and sample sale experiences.
The trend has reached beyond its original fashion insider audience, with over 80 million views linked to sample sales on TikTok. The Box, a sample sale platform in London, has seen uplift in younger consumers, including people aged 20 to 25. Brands such as Max Mara and Shrimps have invited influencers to attend their sample sales and share content on social media. Sample sales are also providing useful insights for brands, such as understanding more about customers and identifying which pieces attract younger audiences.