THE POWER OF TIKTOK IN IMPROVING THE FASHION TREND IN INDONESIA

The fashion industry in Indonesia is one of the economic sectors that is currently developing rapidly. Indonesia has many types of fashion products, ranging from traditional Batik clothing, songket, Muslim clothing, modern clothing such as accessories, shoes and bags. In recent years, social media has played an important role in building the fashion industry throughout the world, especially Indonesia. Tik-Tok has become an influential social media platform in the Indonesian fashion industry, like other countries. Tik-Tok is the right solution to build a fashion trend in Indonesia.

Spotlighting Indonesian Fashion
Tik-Tok has become a powerful tool for promoting Indonesian fashion to a global audience. Local designers and craftsmen can showcase their creations, incorporating traditional Indonesian fabrics and techniques. The platform's international reach has helped put Indonesian fashion on the global map, with influencers and content creators proudly introducing and promoting local brands. The fashion industry in Indonesia has very high growth and is one of the sources of economic growth in Indonesia. In the second quarter of 2022, the GDP of the Textile and Clothing Industry will be IDR. 35.17 Trillion.

Trendsetter and Educating the customer
Tik-Tok has become a breeding ground for fashion trends. According to a report by the Research Firm Statista, the number of users of the Tik-Tok application in Indonesia is in 2nd place after the United States, namely with a total of 113 million users as of April 2023. The "For You Page" algorithm introduces users to a variety of fashion content, starting from tips styles to runway-inspired looks. This means that fashion fans are constantly exposed to a stream of new ideas, which encourages them to experiment and follow these trends.
Likewise, designers and brands are closely following Tik-Tok trends to adapt and create products that suit the platform's user base. Apart from promoting products and trends, Tik-Tok also functions as a platform to educate consumers about fashion. Users share insights on sustainable fashion practices, how to care for clothes, and how to differentiate quality items from knockoffs. This has contributed to raising awareness regarding responsible consumption and supporting ethical fashion practices.

Collaborations and Influencer Marketing
The influencer culture on the platform has paved the way for collaborations between fashion brands and Tik-Tok creators. Influencers with strong followings in the fashion space often work with brands to promote new collections or endorse their products. This influencer marketing strategy has proven effective in reaching the young, tech-savvy demographic that dominates Tik-Tok. Many micro, macro and mega influencers are used by fashion brands to attract the attention of the Indonesian people.

In conclusion, TikTok has undeniably transformed the fashion industry in Indonesia. It has democratized fashion, highlighted local talent, driven trends and provided a more engaging shopping experience with more attractive discounts and promotions. In a digital survey from Telkomsel, tSurvey.id in 2022, it was revealed that the products that Indonesian people often buy at Tik-Tok Shop are Fashion products, reaching 75%. Even though currently the Tik-Tok shop in Indonesia has been closed, the fashion developments that occur on Tik-Tok are still an interesting trend in Indonesia.

As Tik-Tok continues to grow, its influence on the world of fashion will likely only grow, making it an essential tool for anyone involved in the industry, from designers and brands to fashion fans and consumers. However, it is important to use this influence responsibly to ensure a more sustainable and ethical future for fashion.