The Art of the Brand 132: TV Is Over. TikTok Is the Store. Brands Need to Adapt Fast
Dec 23, 2025
Explore the seismic shift in branding as TikTok Shop surges past traditional retailers like Sephora and Ulta. Discover why Lululemon is losing its cultural relevance and how celebrity CEOs might be sabotaging brands. Learn about the collapse of traditional TV and the rise of short-form content. The allure of gorp-core luxury is examined, along with influencers gaining equity stakes. Plus, insights into how loyalty over mass appeal is becoming vital for brands today.
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TikTok Shop Is Eating Retail
- TikTok Shop has collapsed discovery, content, and purchase into one high-performing funnel that outgrows legacy retailers.
- Camille Moore notes TikTok Shop did $66B versus Sephora+Ulta $21B, showing platform commerce dominance.
Exploit The Swarm Affiliate Model
- Use affiliate swarm strategies to scale content and sales without heavy ad spends.
- Camille recommends incentivizing affiliates via sales thresholds and built-in TikTok subscription features.
TV Loses To Second-Screen Short Clips
- Short-form social on TV (Instagram for TV) rewrites what we watch and how we discover shows.
- Phillip Millar argues viewers prefer bite-sized highlights over full-length episodes for discoverability.