Social media has been the best marketing tool for independent creators since the dawn of the 2010s digital boom. Those who have managed to find real estate within their niche have been successful beyond what yesteryear could imagine. Social media apps like TikTok have heightened the aura of these top creators by giving them a platform curated to the kind of content that makes followers want to see more and even spend money to support their favorite influencers.
Reaching a couple of million impressions through social media on a month-to-month has proven to Alan Cheung, also known as Alan King, founder of denim line AKings, that the brand needs this kind of outlet. By now, all fashion brands are born or live on social media, scrambling for eyes, clicks, and ultimately sales.
AKings has been reaping the benefits, with Alan affirming, “we reached around ten million impressions through social media [and] through the addition of TikTok. It helps me connect with people from all over the world, from artists and creatives like Wale, who I styled for Rolling Loud last year, to content creators and amazing stylists,[and] new friends.”
Akings has various accounts throughout social media including a personal Instagram account as well as a brand dedicated page, which combined have over 160,000 followers. On TikTok, AKings brand page has 38,000 followers and is coming up on 1 million likes. Alan King’s personal TikTok page is where the brand and his personality radiate. The page has 3.6 million likes with almost 200,000 followers. The content Akings produces easily reaches thousands of views, some close to 500,000. The influencer role is serving well for the Alan and the Akings brand.
Tiktok has been pivotal for the AKings brand name, making the denim line an influencer just as much as any individual. “Since we joined the [TikTok] app at the beginning of November , we reached 4 million+ views and a couple of hundred-thousand people through it. Leading to a 16% increase in sales, large email list growth, and doubled our usual traffic,” Alan points out.
People are inherently conscious about how they post and when they post. For Alan and AKings, TikTok has opened a window of potential growth – if done right. Alan says, “Instagram is the “cool” app to me – a lot of editing and thought goes into most people’s pages, like professional images and super well put together feeds.”
AKings capitalizes on social media engagement by getting familiar with the customer base. “TikTok is way more intimate – you see into people’s homes, offices, and usually the content is just whatever they are shooting on the iPhone most of the time,” Alan makes clear of the transparency and its value.
He continues, “a lot of people who are finding me on TikTok are also finding us on Instagram and other social media platforms. The organic reach and potential are so large I think we will reach 10M+ video views and 1-3 million people a month in the next few months at our current trajectory.” No doubt Alan is on trend with Generation Z, keeping up with the frequency of social media usage and touching on the nuances that keep audiences engaged.
AKings boasts its denim to wearers as “feeling like a King.” AKings tailoring is detailed oriented, creating functional denim pants that fit just right. “We use premium materials and focus on details that other competitor brands sometimes miss, even down to things such as having large pockets. [It] may seem simple but a lot of brands tend to skimp. Cut the pocket size smaller to save on cost. We also [have] denim for all heights.”
Alan is just in the beginning stages of what is the new generation of retail and fashion. AKings remains true to its threads and believes in the J-shape design as the new standard. “This is something I’m really passionate about because I know firsthand how hard it is to find jeans that fit curvy, short, and super tall people. Our jeans are designed to solve the problem, and we have 4’11’’ girls wearing the same jeans as 7’0’’ NBA players in our jeans.” Understanding the customer is a key attribute to any business’s success and what social media, especially TikTok, has done for AKings to understand how audiences spend their time and money.