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how TikTok helped grow luggage br& Bèis

“Pretty Little Liars” alum Shay Mitchell credited teenage TikTok users with helping grow her luggage br&, Bèis.

The actress, whose business has developed a cult following online, said she took “great care” to resonate with Gen Z consumers.

“TikTok has been huge in amplifying our br& voice & narrative in an organic & playful way,” she told Page Six Style exclusively.

“Gen Z tend to be mindful about the br&s that they support, [so] we have taken great care to consciously build a br& that has integrity & our finger on the pulse of what is happening.

“I want [Bèis] to be the go-to travel br&.”

The “You” star, 35, launched her first line of luggage in 2018, & has since exp&ed the br&’s offerings, including a recent collection of totes & diaper bags in collaboration with model, Elsa Hosk.

Shay Mitchell poses for Bèis
The “Pretty Little Liars” alum launched the br& in 2018.
Instagram/Beis

Mitchell said her team’s efforts were translating into “authentic support” from customers, evidenced by the plethora of user generated content on platforms like Instagram & TikTok.

“I also think [Gen Z] appreciates our transparency with products & process,” she added.

“We try to clearly showcase our products online to give consumers the full picture behind a collection or design, & we do it in an engaging way that feels like entertainment.”

The mother of two, who shares daughters Atlas, 3, & Rome, 5 months, with her longtime boyfriend, Matte Babel, recently went viral on the platform after fans speculated she came out as bisexual.

In the video, which was posted last month, Mitchell stitched another TikTok user who said, “If you identify as bisexual, do you own a green velvet couch?”

A photo of Elsa Hosk & Shay Mitchell
Mitchell recently collaborated with model, Elsa Hosk.
Tiktok/Beis

The “Dollface” star then filmed herself sitting down on her own green velvet couch.

Fans were quick to jump into the comments section, with several pointing out that Mitchell portrayed a gay character, Emily Fields, in “PLL,” & a bisexual character, Peach Salinger, in the Netflix hit, “You.”

Mitchell has not addressed the speculation.


Source link pagesix.com
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