The Fédération du prêt-à-porter féminin joins forces with TikTok

Facing the irresistible rise of giants like Shein, the French Federation of Women’s Ready-to-Wear is taking action. While the fashion industry is constantly evolving, one thing is clear: the rules have changed, and TikTok plays a central role. The Federation has announced a strategic partnership with the Chinese social platform, a masterstroke aimed at propelling French brands to the forefront of the global digital stage. “Our mission is to support leaders in their transformation,” says Thibaut Ledunois, Director of Entrepreneurship at the Federation. The idea is simple yet bold: help French creators adopt the codes of a constantly evolving digital era and use TikTok as a lever for creativity and development. A significant challenge, but also a golden opportunity for fashion houses looking to reach a new and dynamic audience.

This partnership is not just a symbolic alliance; it marks a new era for French fashion, now armed with digital tools needed to compete with the behemoths of ultra-fast fashion. In a digital ecosystem where logistics, legal issues, and communication strategies have become essential tools, the Federation has created a repertoire of over 360 resources available to brands. Among them, TikTok stands out as a must. “We strive to play an educational role for professionals,” adds Thibaut Ledunois. This educational role is especially relevant in an age where mastering social media is vital for companies seeking to stay competitive. With 1.562 billion active users worldwide, TikTok represents immense potential for French creators looking to engage with an audience eager to discover their expertise from a fresh perspective.

But it’s not just about audience or the number of likes. The real issue lies in the digital transformation this partnership enables. Tatiana Dupond, Director of Fashion, Luxury, and Beauty at TikTok, highlights this crucial aspect: “Together, we are supporting the industry in its transformation.” The platform has become more than just a space for entertainment; it is a place where brands can test, innovate, and reinvent their communication strategies. While TikTok isn’t yet the leader in direct sales, its influence on social commerce is undeniable. With a market estimated at $1 trillion, as highlighted by a Deloitte study in 2023, the future of fashion is also playing out in the digital realm. By investing in TikTok, the Federation offers brands a ticket to innovation, creativity, and, most importantly, a unique connection with the new generation. This is where the stakes lie: fashion doesn’t just adapt; it reinvents itself.