Luxury Brand Ads On TikTok: A Study Of Fashion And Narrative Strategies

Abstract

The representation of luxury consumption in digital media has undergone a significant transformation, particularly with the advent of social media platforms. Traditionally associated with material privilege and flashy displays, luxury has begun to be redefined through aesthetic preferences, cultural capital, and identity construction in digital environments with high user engagement with the rise of digital platforms. This study examines the content production strategies of luxury fashion brands Gucci, Dior, Balmain, Moncler, and Louis Vuitton on an interaction-based platform like TikTok. The aim is to reveal how these brands' digital representations are shaped by user interaction within a multilayered narrative framework. Fifteen TikTok videos were evaluated using descriptive content analysis. The visual composition, musical preferences, narrative styles, and user comments in the videos were examined separately. It was determined that some brands tend to adapt to the fast-paced consumption cycle with striking short narratives, while others developed strategies to deepen their aesthetic narratives with historical references. Furthermore, it was observed that user comments play a significant role in shaping the content's meaning. TikTok is no longer just a platform for content consumption; it's transforming into a cultural space where meaning is co-constructed through user participation. In this context, it's concluded that luxury in the digital environment is not merely a visual indicator of status; it's become a multilayered narrative intertwining identity, aesthetic experience, and cultural belonging.