On April 19, the “Shop” function became available for TikTok users, allowing them to purchase used vintage items from luxury brands such as Louis Vuitton, Bottega Veneta and Chanel.

The main target audience of resellers is young representatives of the Gen Z. TikTok Shop generation allows them to make purchases from £4,000, while motivating content makers to create different price categories for greater coverage of luxury lovers.

Until now, luxury brands have been dubious about such a niche. But recently, TikTok's sales function has proven itself positively, confirming its potential as a luxury goods shopping channel.

"We know that the TikTok community is increasingly looking for more sustainable and affordable ways to invest in luxury, and the launch of this category means that used luxury items can now be easily found and bought from the comfort of your home," says Flavia De Pfeiffer, head of fashion at TikTok Shop. "TikTok already has an appetite for pre–owned luxury items."

At the moment, the service is available in the UK and the USA and is carried out by five luxury resale channels: Luxe Collective, Seller Knightsbridge, Sign of the Times, Hardly Ever Worn It and Break Archive.

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