How TikTok is helping Long Island boutiques boost sales
TikTok has become the of-the-moment social media platform, but it’s much more than a place to upload videos of yourself dancing to top-trending songs. It’s also being used by businesses — including Long Island boutiques — as a marketing tool to directly reach (and broaden) clientele.
One such example is Ivory & Main, Long Island’s first plus size bridal shop, located in Sayville. Store owner Curinne Polizzi started the boutique’s TikTok account before the pandemic, later realizing that “this would be a fantastic way to keep in contact with our customers,” she says. The account now has just under 100,000 followers and nearly a million video "likes," or favorited interactions.
When it comes to posting TikTok content, Polizzi makes sure to include “different types of bridal gowns on different bodies, races, etc., so all women can relate.” And the boutique’s demographic isn’t limited to Long Island — approximately half of their customers come from out of state. “We attribute this to being able to reach a broader audience” on social media, Polizzi explains. Brides have even called the boutique to inquire about sample gowns that were posted to Ivory & Main’s TikTok.
Jordan Krauss, who owns Love and Honey clothing boutique in East Meadow, echoes these sentiments.
The store’s first viral video currently has 3.7 million views, with the items shown in that particular video selling out in mere minutes. The boutique's account has more than 20,000 followers and half a million likes.
Given its ability to showcase merchandise in video form, customers can get a better look at items rather than just looking at still photos. Because of this, Krauss makes sure that Love and Honey’s TikTok content features outfits “on a physical body, as sometimes merchandise looks different in person compared to on the hanger.” Additionally, she makes sure to include further details, such as “ways to purchase the items, in the caption.”
Any Love and Honey employee is welcome to post on the boutique’s TikTok account, using an in-store “content phone,” with all posts approved by Krauss. Select influencers and creators are also invited to come into the boutique and create videos.
Much like Ivory & Main, Love and Honey’s TikTok demographic is nearly identical to its in-store clientele, but the social media platform allows its clientele to grow in ways that seemingly would not be possible without the internet.
Krauss makes sure she and her team incorporate “trending sounds, targeted hashtags, and informative captions” in their TikToks, as this will bring in more views — and, hopefully, more customers. She adds, “recreating viral videos that become a trend is a huge way to generate views, as these are the videos TikTok pushes to the For You page.” The For You page is a main feed where popular videos are shared to all users, regardless of their location.
One of Love and Honey’s customers, DeDreanna Annino, 20, says that TikTok videos allow her “to see what the clothing actually looks like on and how it’s styled.” She also says it helps her find outfit inspiration and “an idea of what to wear at any occasion.”
Whitney Glass, an assistant professor in the Marketing/Fashion Department at Nassau Community College, says that her Fashion Promotion and Advertising students at NCC “often reference TikTok when speaking of trends and the fashion cycle.”
TikTok has "sped up the phases in the fashion cycle due to influencers and rapid introduction of new trends. For example, TikTok was responsible during the pandemic for bringing tie-dye back in style — both DIY and store-bought," she adds.
Glass’ own students, who primarily range in age from 18 to 24 years old, “look to TikTok to see what’s new and 'in.' ” Unsurprisingly, “they are more likely to wear a new trend if an influencer is wearing it versus a model in a traditional advertisement.”
Ultimately, “social media makes promotion accessible to everyone,” explains Glass. “It is no longer the big name brands that are only able to advertise, although, many of these brands — such as Gucci — joined the TikTok craze in 2020 during the pandemic.”
Because TikTok is meant to be interactive, just about anyone can “comment, post reviews, share and like,” making for what Glass calls an “instantaneous” form of “two-way communication” — which is the ultimate marketing tool.
TikTok has become the of-the-moment social media platform, but it’s much more than a place to upload videos of yourself dancing to top-trending songs. It’s also being used by businesses — including Long Island boutiques — as a marketing tool to directly reach (and broaden) clientele.
One such example is Ivory & Main, Long Island’s first plus size bridal shop, located in Sayville. Store owner Curinne Polizzi started the boutique’s TikTok account before the pandemic, later realizing that “this would be a fantastic way to keep in contact with our customers,” she says. The account now has just under 100,000 followers and nearly a million video "likes," or favorited interactions.
When it comes to posting TikTok content, Polizzi makes sure to include “different types of bridal gowns on different bodies, races, etc., so all women can relate.” And the boutique’s demographic isn’t limited to Long Island — approximately half of their customers come from out of state. “We attribute this to being able to reach a broader audience” on social media, Polizzi explains. Brides have even called the boutique to inquire about sample gowns that were posted to Ivory & Main’s TikTok.
Jordan Krauss, who owns Love and Honey clothing boutique in East Meadow, echoes these sentiments.
“When we post a video, you can expect that item to sell out in about one week.”
— Jordan Krauss, Love and Honey owner
The store’s first viral video currently has 3.7 million views, with the items shown in that particular video selling out in mere minutes. The boutique's account has more than 20,000 followers and half a million likes.
What is the appeal of TikTok, anyway?
Given its ability to showcase merchandise in video form, customers can get a better look at items rather than just looking at still photos. Because of this, Krauss makes sure that Love and Honey’s TikTok content features outfits “on a physical body, as sometimes merchandise looks different in person compared to on the hanger.” Additionally, she makes sure to include further details, such as “ways to purchase the items, in the caption.”
The TikTok video account at Ivory & Main in Sayville helps attract shoppers from all over the country. Credit: Newsday/Steve Pfost
Any Love and Honey employee is welcome to post on the boutique’s TikTok account, using an in-store “content phone,” with all posts approved by Krauss. Select influencers and creators are also invited to come into the boutique and create videos.
Much like Ivory & Main, Love and Honey’s TikTok demographic is nearly identical to its in-store clientele, but the social media platform allows its clientele to grow in ways that seemingly would not be possible without the internet.
Krauss makes sure she and her team incorporate “trending sounds, targeted hashtags, and informative captions” in their TikToks, as this will bring in more views — and, hopefully, more customers. She adds, “recreating viral videos that become a trend is a huge way to generate views, as these are the videos TikTok pushes to the For You page.” The For You page is a main feed where popular videos are shared to all users, regardless of their location.
TikTok is changing the fashion cycle
One of Love and Honey’s customers, DeDreanna Annino, 20, says that TikTok videos allow her “to see what the clothing actually looks like on and how it’s styled.” She also says it helps her find outfit inspiration and “an idea of what to wear at any occasion.”
Whitney Glass, an assistant professor in the Marketing/Fashion Department at Nassau Community College, says that her Fashion Promotion and Advertising students at NCC “often reference TikTok when speaking of trends and the fashion cycle.”
Jordan Krauss, owner of Love and Honey boutique in East Meadow, films Tik Tok videos at her store. Credit: Danielle Silverman
TikTok has "sped up the phases in the fashion cycle due to influencers and rapid introduction of new trends. For example, TikTok was responsible during the pandemic for bringing tie-dye back in style — both DIY and store-bought," she adds.
Glass’ own students, who primarily range in age from 18 to 24 years old, “look to TikTok to see what’s new and 'in.' ” Unsurprisingly, “they are more likely to wear a new trend if an influencer is wearing it versus a model in a traditional advertisement.”
Ultimately, “social media makes promotion accessible to everyone,” explains Glass. “It is no longer the big name brands that are only able to advertise, although, many of these brands — such as Gucci — joined the TikTok craze in 2020 during the pandemic.”
Because TikTok is meant to be interactive, just about anyone can “comment, post reviews, share and like,” making for what Glass calls an “instantaneous” form of “two-way communication” — which is the ultimate marketing tool.
