TikTok and Salvatore Ferragamo: Marketing Strategy Analysis

This essay examines the potential of TikTok as a marketing platform for Salvatore Ferragamo, a luxury brand. It begins with an introduction to TikTok and its features, highlighting its large user base and potential reach. The essay argues that Salvatore Ferragamo can leverage TikTok to promote its products, engage with customers, and build brand awareness, particularly among a younger demographic. Several advantages of using TikTok are discussed, including the ability to share engaging video content, target specific audiences, and leverage the platform's social sharing capabilities. However, the essay also acknowledges the disadvantages, such as the lack of high-resolution photo sharing, short video durations, and content control issues. The essay concludes that while TikTok offers significant opportunities for Salvatore Ferragamo, the company must carefully consider its limitations and develop a strategic approach to maximize its effectiveness. The essay also includes a separate analysis of Justice, another retail company and its potential use of TikTok, and discusses the advantages and disadvantages of the same.

Running Head: Tik Tok and Salvatore Ferragamo
Tik-Tok and Salvatore Ferragamo
Essay
System04104
9/24/2019

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Introduction
Tik Tok is a social media app that was launched in 2016. Formally, it was known as
musical.ly. Tik Tok provides a platform for the creating short videos and sharing the video to
the large number of people who are connected with Tik Tok. Users generally create short
videos (15 seconds) with the help of animation and other visual artefacts available on Tik
Tok (Kropfl, 2019). Apart from this, people can also share pre-recorded video with this app
among the large number of social media users. Tik Tok provides a variety of editing facilities
to the users, so they can make more videos that are attractive for mass media users
(Emekobum, 2019). Apart from this, a reaction feature also added in the app that allows the
friends to react on the posts of people or any user who are attached with Tik Tok. However,
Tik Tok has currently more than 500 million active users globally, and more than 30 million
active users in USA (Flynn, 2018). It means Tik Tok can provide a huge market to a
company like Salvatore Ferragamo, which is an Italian company that operates its business
globally. The company is also operating its business in USA and facing strong competition
from various luxury brands company like Sole Society, Everlane, Shop Justice, and Lifestyle
etc. Salvatore Ferragamo is known for its fancy footwear, menswear, and men’s cloths and
other fashionable and luxury brands (Salvatore Ferragamo, 2019). The company can make a
huge impact on its customer and can target millions of customers by using Tik Tok app that
can provide a platform of advertising to this company.
Salvatore Ferragamo can take some great advantages of Tik Tok app and can reach a
huge number of potention customers who have no idea about this Italian brand. Some of the
major advantage of using Tik Tok for Salvatore Ferragamo has been discussed below while
some disadvantages are also considered for the company while using Tik Tok for the
advertising and promotion of the Salvatore Ferragamo products.
Advantages
Tik Tok is an emerging social media app through which millions of users sharing their
views and watching the videos of others. Salvatore Ferragamo can share videos of its new
launching products like shoes, cloths, and other fashionable brands and can engage a huge
numbers of audiences with the specific hashtags and messages (Kropfl, 2019). For example,
people who buy the cloth from the stores of Salvatore Ferragamo can make a video with that
cloth in front of the store. Salvatore Ferragamo can also take the views of their young

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customers about ant specific products and can publish it on the Tik Tok. It will attract a huge
numbers of customers. The thirds great advantage of using Tik Tok app by the company is
that it can target the young generation in USA and spread its brand awareness all over the
world with creating buzz and with some attractive hashtags (Emekobum, 2019). The
company can also record the visitor’s activities that how they served and provided
information by the store manager about the new products like jewellery or watches or shoes.
The company can also use the Tik Tok videos by adding some people in the video who are
describing about the new locations of stores or new openings of the stores with some fantastic
musical beats or American pop songs. However, the major advantage of this app is that the
Tik Tok videos can be shared on Facebook and Instagram through which the company can
target a large numbers of audiences (Kropfl, 2019). However, it can be said that Tik Tok
videos can be shared with multiple of platforms that allows the Salvatore Ferragamo to target
most number of audience and most appropriate potential customers.
Disadvantages
The major disadvantage of the Tik-Tok videos is that there is no option of sharing
pictures like Instgram or Facebook. Salvatore Ferragamo has large numbers of product
portfolios that can create its own image in the mind of audience by high-resolution
photographic contents. The fashionable items of Salvatore Ferragamo’s products can be
viewed in a better way in photographs rather than a 15-second video (Liqian, 2018). The
customers can watch the colour, mixture, or shining of the product through photos and that
has a great impact in the mind of customers. However, the short-term duration of Tik Tok
videos cannot allow the Salvatore Ferragamo to post a long interview of customers about the
features of a new product. However, the content control issues for minor and using explicit
language in the Tik Tok platform is serious concern that can destroy the image of the
company. However, a company like Salvatore Ferragamo that is trying to establish in the
USA fashion and luxury market products generally avoid such type of conflicts on the social
media (Liqian, 2018).
Conclusion
In conclusion, Tik Tok provides a global platform for the Salvatore Ferragamo to
target huge number of potential customers. The accessibility to a large numbers of customers
and its manageability features by sharing the Tik Tok videos with other social media platform

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makes it more beneficial for the company. However, the major disadvantage of the Tik Tok is
that it does not allow to share pictures of the products. However, the company must have a
monitoring team that would control the content related to children on this app.

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References
Emekobum, E. 2019. TikTok For Brand Marketing: 4 Creative Ways to Promote Your
Business. Retrieved from : https://www.onaplatterofgold.com/tiktok-for-brand-
marketing/#.XYnO6CgzbIU
Emekobum, E. 2019. TikTok for Brand Marketing and Promotion? How to Easily Market
Your Business with TikTok. Retrieved from: https://www.onaplatterofgold.com/tiktok-
for-brand-marketing/#.XI6uRvZFxyw
Flynn, K. 2018. Ahead of ad products, TikTok is the hot new app that ad agencies are eyeing.
Retrieved from: https://digiday.com/marketing/tiktok-hot-new-app-ad-agencies-
eyeing/
Kropfl, C. 2019. TikTok Marketing – This Video Platform Could Be the Next Big Thing.
Retrieved from: https://swat.io/learn/tiktok-marketing/
Liqian, H. 2018. Study on the perceived popularity of TikTok. Retrieved from:
http://dspace.bu.ac.th/bitstream/123456789/3649/1/Hou%20Liqian.pdf
Salvatore Ferragamo. 2019. About us. Retrieved from:
https://www.ferragamo.com/shop/us/en