Shoe Zone has become the latest retailer to join TikTok Shop under its new social-first marketing approach.
The launch sees creators able to link to Shoe Zone women’s and kids products in their videos directly through the app.
It forms part of the high street retailer’s social-first strategy to increase engagement with Gen Z audiences and new parents.
Shoe Zone has also introduced street-interview style content, with consumers discussing their fashion preferences and relationship with the brand.
A spokesperson for the retailer said: “TikTok continues to play an increasingly important role in how younger consumers discover brands and products.
“By combining vox pop content with creator-led TikTok Shop partnerships, we’re able to create engaging social content while also delivering strong commercial results.
“The strategy allows us to react quickly to trends, connect with Gen Z audiences and continue growing awareness of the Shoe Zone brand.”
Earlier this week, Shoe Zone posted a first-half loss and abandoned its profit target, blaming weak consumer confidence, rising shipping costs and the fallout from Middle East tensions.
The retailer said it no longer expected to meet its profit outlook, which was previously forecast at £1m, and instead anticipated a loss of between £1m and £2m. Sales at the budget footwear retailer fell 12% to £62.9m in the half to March 28.
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