Halala
Sometimes my many interests (fashion, fitness, influencer marketing) all intersect into one perfect story. So is Halala's incredible success. If he's been on TikTok in the past few years, he's definitely seen ads for leggings, tennis skirts, and other clothing on TikTok. In fact, since its launch in 2020, the brand has seen tremendous growth, thanks in large part to its successful marketing strategy on social media, using TikTok as its primary platform for social advertising and influencer marketing. Masu.
We spoke with Global Brand President Gabby Hirata to learn more about the brand's success, how it leverages TikTok, and its latest launches.
Gabby Hirata, Halala Global Brand President
Marketing at the moment
One of the reasons behind Halara's social media success was the environment in which it was launched. The brand was founded in his late 2020 during a massive pandemic, so social media marketing was essential to getting the word out. “Halala's product options are designed to cater to an incredibly diverse demographic of women around the world, which is why we chose to prioritize activation across social platforms like TikTok,” Hirata said. “This will enable creators around the world to create original and engaging content.” A wide range of female viewers. ”
TikTok's early success, particularly around active dress and skirt marketing, drew a Gen Z crowd in 2021 and 2022, but the brand's follower base expanded as Halala reached more customers. Mr. Hirata pointed out. She also cited TikTok's algorithm as one of the reasons why up-and-coming brands like Halara have been able to gain widespread popularity in a short period of time. “TikTok is also unique in the sense that anyone can go viral, not in terms of number of followers,” they have, but in how authentic and/or relevant their content is. Because there is. This is a concept that speaks to Halala's core brand identity. ”
Work pants are all the rage
Halala's most recent marketing success was promoting its best-selling work pants. TikTok marketing helped him sell more than 500,000 pairs of pants in just three months. Hirata said, “Our work pants-related efforts at the end of 2023 showed for the first time that our entire marketing strategy and product development strategy was actually led by the content creators themselves,” adding that the brand was more successful than they realized. He said it took advantage of a big consumer trend. TikTok will guide the development and marketing of new products, as well as the growth of the work and leisure subcategories. “By listening to our community, we've nearly redefined the meaning of athleisure in women's everyday wear.”
The brand collaborated with creators to share how they style their pants. Here are some examples:
Amplify influencer content to generate conversation
Halala understands that each product launch requires a strong marketing push, and the brand leverages fashion and lifestyle creators on TikTok to share new products with new potential customers. How do brands achieve virality so often? By collaborating with thousands of content creators for each product launch, of course. This is a big undertaking for a startup, but I've seen the benefits time and time again. “Such a large-scale initiative is not only beneficial from a virality perspective, but also connects to our philosophy as a company of working with and catering to a wide range of women around the world,” Hirata explained.
What other fashion brands need to know about TikTok marketing
Does Mr. Hirata have any advice for fashion brands looking to further their marketing on TikTok? “Fundamentally change your approach to human-driven storytelling. Forget traditional influencer selection guidelines and marketing materials. First, consider whether your story is primarily entertaining or value-adding. Start by identifying. This story should frame your product and emphasize its end use from the beginning.”
She says that in the crowded world of TikTok, where millions of videos are watched every day, “your content needs to stand out. It needs to showcase the uniqueness of your product in a way that's interesting and adds value to your audience.” As marketers, we know that ultimately a great product is what decides the deal. You have only a few seconds to grab your audience's attention. We need to put more emphasis on what makes it attractive.”
Halala
Your new go-to influencer
What type of influencers does Mr. Hirata want to collaborate with after 2024? As much as we love good fashion, “It Girl” Hirata is excited to celebrate the rise of creators who can be authentic with their content. “They're the ones who show us how things work in real life and give us tips and tricks and real stories. It's not just about looking good. It's about feeling good. It’s about getting better, finding real solutions, living real lives, and embracing a broader range of opinions, values, and stories.”
what we wear
Of course, I had to ask Ms. Hirata about her personal favorite Halala items that she wears every day. When visiting her office, she wears a variety of halala pieces, such as “flared high-waisted leggings with relaxed tops and work pants with halala magic denim.” A halala miniskirt is recommended for style. “This was actually my halala entry product that helped me find this brand at the beginning of 2021. I'm not good at sports, but I've been collecting skorts all this time and I'm 5'3” tall. I shortened it to fit.”
