Alex Consani, the TikTok Rizz party, Teletubbies and Sylvanian Drama – what do these have to do with luxury fashion brand Marc Jacobs? The answer lies in the brands on-the-pulse social media marketing.
In 2018, the New York Times claimed that Marc Jacobs had fallen ‘out of fashion’ and ‘no longer understood what customers want’. Now in 2024, the brand is being credited for appealing to younger demographics. To understand how this shift in trajectory took place, let’s dissect. Marc Jacobs released the subversive and gender-blurring line, Heaven, aimed at a younger audience in September of 2020. Heaven was a hit, with the campaign featuring rising stars such as beabadoobee and Iris Law. These emerging figures represented a nod to audiences of being ‘in the know’ from Marc Jacobs, a strategy that I believe is driving the success of their TikTok content and strong connection with audiences.
On TikTok, Marc Jacobs has featured popular influencers doing comedic skits while wearing Marc Jacobs pieces, including the The Tote Bag and the new Sack Bag. While the Instagram and ad campaign for The Sack Bag features notable figures including Sabrina Carpenter, Charli XCX and renowned models Irina Shayk, Anok Yai and Gabbriette, Marc Jacobs’ TikTok is a different story.
Different TikTok post from the brand feature USG (user-generated content) from viral influencers like Hugo Hilaire, Raymonte, Alex Consani and more, take a look:
This approach has resulted in high engagement, with the brand’s last three TikTok posts all reaching over 3 million views. Unlike many brands, Marc Jacobs shares influencer-created videos on its own account, boosting views and maintaining influencers’ authenticity. In addition, the videos featuring the influencers are all done in their usual style and make use of their ‘thing’ or schtick, further connecting with what audiences already appreciate about these influencers.
In an article with Inc, social media consultant Chloe Sappern attributes this success to Marc Jacobs’ ability to integrate into cultural conversations and signal its awareness of what’s “cool.” This method is ideal for TikTok and contrasts with platforms like Instagram, where polished, highly produced content is more effective.
Marc Jacobs’ TikTok strategy and the launch of Heaven reflects a ‘branding renewal’ phenomenon in fashion seen prominently in recent years. Brands including Gucci, Balenciaga, Bottega Veneta and Diesel have all undertaken rebrands, with their social media campaigns reflecting a similar shift. In addition, Marc Jacob’s success on TikTok shows how brands must quickly adapt to fast-changing trends on social media to stay relevant, especially as the True-Luxury Global Consumer Insight 2023 report from BCG and The Altagamma Foundation speculates that by 2026, Millennials and Generation Z are expected to account for 75% of luxury goods buyers.
If this article reads like another language to you, it may be time to consider getting into the know for the sake of your brand and social media strategy. Consider subscribing to Studio Melina to get regular updates in your mailbox and if you would like to work with me, get in touch here.
Marketing by Melina 
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