Following a successful New York City pop-up, Beyond Yoga® fans now have a new way to shop their favorite active and lifestyle products: TikTok.
This fall, Beyond Yoga® launched their official TikTok shop, becoming the first Levi Strauss & Co. brand to have a shop on the social media platform. Brand fans can now head to the Beyond Yoga® account to shop over 80 different styles, while in-feed videos and live streams help TikTok users discover their new favorite active lifestyle brand.
The TikTok shop is the latest step in the brand’s direct-to-consumer (DTC)-first strategy and offers the brand a new way to connect with fans and be discovered by consumers. It comes on the heels of a successful New York City experiential and retail pop-up shop and is aimed at reaching younger consumers where they prefer to shop— nearly 45% of TikTok users are Gen Z, and adults between 18 and 24 are 3.2 times more likely than the average consumer to make a purchase on a TikTok shop. It’s also building on a growing demand and organic brand love for Beyond Yoga® on TikTok, which can be seen through the thousands of user-generated videos posted with #BeyondYoga.
To make sure the brand reaches these younger consumers, the team is partnering with hundreds of creators over the course of the next few months to break through on the platform and promote the Beyond Yoga® shop. The TikTok shop’s styles are also specifically curated for younger consumers and include staples like pieces from the beloved Spacedye collection along with newer products like the Status Wide Leg Trousers.
“Our consumer doesn’t shop in a straight line — they’re influenced all over the internet, requiring us to think about how to reach them on their terms, where they’re spending time,” said Katie Babineau, vice president of marketing at Beyond Yoga®. “TikTok provides one more touchpoint on their path to purchase, and we’ve found a thriving community of Beyond Yoga lovers on this channel. People are naturally talking about our beloved Spacedye, so we saw this as a natural opportunity to test and learn. We’re excited to learn more about their shopping behavior, especially as we ramp up for Black Friday and Cyber Monday.”
Head on over to the Beyond Yoga® TikTok channel to check out the shop for yourself or beyondyoga.com to shop the brand’s full collection.
