TikTok's Influence on Gen Z Product Research and Luxury Brand Adaptation

On Vogue Business’s Future of Shopping podcast, presented by Worldpay, senior trends editor Lucy Maguire investigates Gen Z’s purchase journey and the future of TikTok Shop. For the first half of the episode, Lucy is joined by executive European editor Kirsty McGregor to delve into Gen Z’s shopping habits before being joined by haircare brand K18’s Michelle Miller, who shares how she shaped the brand’s successful TikTok strategy.

Use the code PODCAST20 to save 20 per cent when you purchase a Vogue Business membership for full access to the Future of Shopping series, as well as exclusive industry insights that will give you the edge in this competitive dynamic landscape.

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