Making it pyjama o'clock on TikTok Shop

Client: Sainsbury's / Tu

Tu – Sainsbury’s fashion brand – building on a legacy of social media love for their Christmas Pyjama’s amongst a young, style savvy, audience launched their beloved collection on TikTok Shop, a first across both Sainsburys Group, and for TikTok Shop with a supermarket fashion brand.

Fashion retail is predominantly driven by online inspiration (60% of social platform search intent behaviour is focused on inspiration and research!) where platforms enhance user experiences when in discovery mode, leading them towards purchase. Fashion brands born in a physical retail era must find new ways to reach and engage consumers - a challenge compounded by the emergence of new value entrants. TikTok has grown at pace, with 35.4M UK MAU, becoming the home of fashion discovery and expanding into e-commerce, with 92% of users taking some form of action after viewing TikTok content and 61% having made a purchase either directly on TikTok or after seeing a TikTok ad. Therefore, TikTok Shop, emerged as the perfect space for Tu to inspire and convert users and support our 2025 Christmas Pyjama launch via Affiliate and Shoppable Influencer led video, achieving a 92% sell-through rate in 7 days, and delivering our GMV target in half the time forecasted.