In federal trial, Michael Kors says it’s harder to sell handbags in TikTok and Taylor Swift era

Fashion designer Michael Kors, during a federal trial, has expressed concerns regarding the selling conditions for luxury handbags in the current cultural atmosphere, referring specifically to the rise of TikTok and the prevalence of pop star Taylor Swift.

Kors’s comment suggests a shift in consumer trends, where typical high-end brands are struggling to compete with fast fashion and celebrity-endorsed products, trends which are largely driven by social media platforms like TikTok and influential figures like Swift.

Exactly how these specifically make it harder for Kors to sell handbags isn’t explicitly stated. However, one possibility might be that younger customers on platforms like TikTok are more interested in cheaper, more readily accessible trends. They may be more interested in Taylor Swift’s endorsement of a product than a high-end name like Michael Kors.

Moreover, TikTok’s algorithm, which caters to user preference and is known for promoting low-cost DIY and fashion hacks, could also be pushing consumers away from traditional luxury brands.

However, it’s essential to remember that different global markets may react differently to these trends. For example, in markets where ‘luxury’ is still linked with exclusivity and high prices, such as certain parts of Asia, traditional luxury brands like Michael Kors might still hold significant appeal.