Fashion creators are working across multiple platforms and none less so than on Amazon where TikTok fashion star Anisha Gurung (nissheegg on TikTok) recently hosted a sell out Drop.
Working across both TikTok (716.1K followers) and Instagram (295k followers), London based Anisha epitomises the new wave of fashionistas who are using the power of social commerce to bring fashion houses and consumers together.
Anisha’s Amazon Drop sold out, so it’s lucky it was a limited time sale in the first place. Such is the draw of the TikTok star, that although her Drop was on Amazon UK, she was not only deluged with comments from eager buyers who had missed out on the Drop, but she had a stream of buyers in the US desperately looking for her Drop on the US Amazon.com store.
Describing her style as from ‘casual to chic to Boujee’, Anisha’s Amazon Drop timing was a secret with only those following her able to get SMS notification of when the drop went live. Such is the power of social commerce coupled with influencer creators that it still sold out before some managed to log into their Amazon accounts.
Amazon is by no means the only brand that Anisha has worked with, looking at her TikTok fashion videos, Pandora, PrettyLittleThing, Missguided and Converse all appear, although it’s not immediately clear which are paid promotions and which are simply her favourites. One thing we do know is that when she revealed her ‘#boujeeonabudget’, ‘Best Zara purchase ever’ black dress, it attracted some 3.3million plays and Zara ran out of online stock.
TikTok fashion creators are too important to ignore, and all brands need to be thinking about their strategy and partnering with influencers who’s following matches their customer profiles. Expect to see more exclusive drops as the Autumn Winter ranges hit the market and follower your favourite creators to get first dibs when the Drops take place.