Founded in Madrid in 1846 by a collective of Spanish leather artisans, Loewe is one of the world’s oldest luxury fashion houses. Today, the brand operates across 32 countries with over 160 stores, while maintaining its reputation for exceptional craftsmanship and artistry.
Under the creative direction of Jonathan Anderson from 2013 to earlier this year, Loewe has reinvented itself as both a craft-led and culturally resonant maison. Anderson’s vision, playful yet intellectual, deeply rooted in art and Spanish heritage, has elevated Loewe from a prestigious leather brand to global cultural force.
From Dame Maggie Smith carrying the Puzzle bag in a viral shoot to Aubrey Plaza and Dan Levy starring in playful short films, and collaborations with Daniel Craig, Studio Ghibli, the brand consistently fuses creativity with storytelling.
If you’ve spent any time on TikTok within the last year, you will have come across their scroll-stopping videos and witty content that has captured millions of views and cemented the brand’s digital-first reputation.
However, despite the TikTok account amassing 2 million followers and over 54 million likes, does going viral result in brand sales and is it the right channel for the brand?
This case study, in partnership with Tracksuit, provides an analysis of Loewe’s TikTok strategy in relation to their luxury leather bags and accessories market across the US.
A Strong Market Position
Loewe is competing in a sizeable market where 40% of U.S. adults (101.8M people) report they have bought luxury leather bags or accessories in the past two years, or are considering purchasing. This audience focuses towards females (56%) and younger adults (23% aged 25–34).
For Loewe, this demographic alignment is more than coincidence, it’s a natural strength. Sixty-two percent of Loewe’s prospective buyers are women, and nearly one-third fall into the 25–34 age bracket.
With younger consumers entering higher-earning years and redefining what luxury means, Loewe is strategically positioned. Its content strategy of cultural virality and craft-centric storytelling ensures strong relevance with an audience eager for both status and originality.
Loewe’s Marketing Strategy
A Craft-Led Narrative
From its atelier in Madrid to its handmade animations and campaigns, Loewe consistently brings craft to life in unexpected ways. Their campaigns are playful, fun but rooted in art and culture, allowing them to differentiate in an industry often saturated and fast paced.
With 2.3M followers and nearly 55M likes, Loewe has become one of the most engaging luxury brands on TikTok. Under the leadership of Chief Marketing & Communications Officer Charlie Smith, the maison has leaned heavily into wit, creativity, and humor to connect with younger audiences, with a particular focus on winning the attention of Gen Z.
Its videos regularly surpass one million views, with pop culture references and luxury storytelling in a way that feels authentic to the Gen Z audience.
However, according to Tracksuit’s data the strategy may be over-indexing on reach rather than resonance. Among Loewe’s strongest audience, 25 to 34-year-olds, primarily female with growing disposable income, TikTok is only the fifth most-used channel (58%). By contrast, YouTube (75%), Instagram (72%), and paid streaming platforms (71%) dominate consumption for this group.
Despite heavy investment in their TikTok content with millions of views driving top-of-funnel awareness, the impact isn’t showing up where it matters most.
Among their target 25–34 audience, claimed usage (indicative of sales) has dropped 5% points over the past year (Aug 2024–July 2025). Within their broader category audience (people who have purchased or are considering purchasing a luxury bag) brand awareness has also declined, falling 2 points year-on-year, which equates to 4.2 million fewer people aware of Loewe.
In short, Loewe is winning attention on TikTok, but that attention isn’t yet translating into stronger awareness or sales among their most valuable customers.
A Strategic Opportunity
Loewe’s current focus on TikTok drives awareness, but the brand’s core buyers are more active on YouTube, Instagram, and streaming platforms. Redirecting spend and creative output to these channels could improve efficiency and align with where 25–34-year-olds actually spend their time.
The fashion house should also elevate high-importance brand perceptions. While Coach, currently in the midst of a resurgence, is slightly ahead at 43%, Loewe’s 41% shows they are competitive in this space. However, for a brand with Loewe’s cultural momentum, elevating this perception could transform desirability into stronger purchase intent.
Continuing to focus on storytelling, influencer alignment, and owned content that reinforces Loewe’s aspirational visibility can close this gap and boost preference.
Lastly, closing the awareness-to-conversion gap as millions of TikTok views haven’t translated into higher funnel performance. For Loewe, the challenge isn’t about cultural relevance, it’s about ensuring campaigns resonate with where their audience actually spends time. Whilst TikTok increases brand awareness, only 58% of their audience are using the platform. Therefore, the question remains whether that visibility will convert into sales.
Even if Loewe’s audience isn’t yet in a position to buy, establishing that early connection ensures the brand is top of mind. In an industry where legacy is everything, today’s cultural credibility can translate into tomorrow’s commercial longevity.
Loewe’s strategy exemplifies how a luxury house can master cultural conversation and push the boundaries of how a luxury brand behaves on TikTok. However, entertainment on its own is insufficient.
To take advantage of its full growth potential, Loewe must look to evolve from driving viral visibility to focusing on strategic conversion, ensuring that the millions engaging with its playful content are equally compelled to purchase its leather goods.
Data discussed during this article has been provided by Tracksuit, an affordable, always-on brand tracking dashboard that helps marketers and agencies prove the impact of their work on brand metrics over time, benchmarked against their category and competitors.
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