Much like the viral Harry Styles JW Anderson cardigan during the pandemic, sometimes TikTok product trends are sparked by an organic celebrity moment. Arguably, the 874 trend can be traced back to when music artist and social media star Madison Beer posted a photo of her wearing the trousers on Instagram in April 2021. Dickies said it did not seed the item. But the post inspired a raft of replicas. Australian TikTok fashion creator Emma Zhuang, who’s based in Texas, says she was inspired by Beer’s post: “So many trends start with you seeing them on celebrities, they popularize certain products or ways of wearing stuff. I wanted to try them for myself.”
TikTok’s Harrison says replication is common on TikTok. “People enjoy seeing something and jumping on it. There’s that excitement of feeling involved.”
Dickies’s broad distribution on Amazon also added to the appeal for full-time creators like Zhuang, as they bring in revenue via affiliate links to retailers like Amazon. She linked the TikTok to her personal Amazon storefront, featuring the 874s among other products, driving “hundreds” of conversions. “Amazon finds are so popular on TikTok as well. I think a lot of people were really, really interested in that type of content,” she says.
An appropriate response
Dickies did not send Bear the trousers. However, they do respond to and work with talents like Beer, who post about the brand, Bruce says. Following Beer’s post, Dickies gifted her product “as a thank you for being a fan”, the company says. “Our approach over the years has stayed consistent — we’re making workwear, and if someone comes into our space and adopts it, like a skater or a music artist, that really loves the product and embraces it and speaks to it in an authentic way, we should listen to them, hear what they have to say and respond where it makes sense.”
Dickies has embarked on a series of collaborations and influencer partnerships in recent years to reach a new Gen Z audience, including a bag collection with musician Halsey, ongoing collaborations with Supreme and skate collaborations with members of the Dickies skateboarding team. “We’re careful to control our own destiny and proactively shape how we approach the new customer,” says Bruce. “We strategically collaborate with other brands and influencers who align with Dickies’ values.”
If there’s a subculture you’ve clearly connected with, it’s important to get next to that content on TikTok, adds Harrison. Brands can use spark ads, which promote organic videos from creators that have done really well, to further boost the reach. Or TikTok offers hashtag targeting. “If there is a specific hashtag that’s really done well, like sustainable fashion, for example, given Dickies lends itself to that, we’d definitely say to think about more relevant targeting of fashion audiences.”
“What’s exciting today [is] Anyone can start a trend,” concludes Harrison. “The Dickies trend speaks to TikTok’s inclusivity. It’s accessible to all, and people really feel they can connect with that Dickies story. That can create hype and virality.”
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