Reiss Joins Finance Bro Trend with Viral TikTok Flash Mob
Reiss, the renowned fashion brand, has captured online attention by jumping onto a popular finance bro trend. The brand posted a TikTok flash mob video filmed outside its store in London's bustling financial district.
Quick Turnaround
The fashionable video was created by Reiss's own social media team with impressive speed. They choreographed and filmed it in just three days. Although the video is currently only available on TikTok, it has gained significant traction.
Origin of the Trend
It all began in April when the TikTok account @girl_on_couch posted a video expressing a fictional desire for a "man in finance" with specific attributes like “trust fund, 6’5”, blue eyes.” The video quickly sparked a trend, where users started showcasing men in finance in their daily environments. One particularly popular video simply showed men walking around London in finance attire like gilets, shirts, and chinos.
Flash Mob in London
Riding the wave of this trend, a flash mob was staged four weeks ago at Liverpool Street Station—a prime location for London's financial workers. This event featured men in gilets and chinos dancing to the @girl_on_couch track, humorously captioned: “What me and the finance bros get up to at lunch.”
Reiss's video, posted recently, follows similar vibes. Like the men in previous videos, all dancers in the flash mob were dressed head-to-toe in Reiss menswear, and a branded Reiss shopping bag was prominently displayed in the shot. The choreography was also helmed by the original flash mob choreographer, bringing professional polish to the spontaneous vibe.
Filming Location
The video was filmed outside the Reiss store in Leadenhall Market, located in the heart of London's financial sector. Leadenhall Market is a popular spot for after-work socializing among finance professionals, making it the perfect backdrop.
Impact on Engagement
Reiss's TikTok strategy is a notable departure from its typical content, which usually features sleek, stylish looks in picturesque settings. Yet, this unexpected move has paid off handsomely. As of June 20, the video has racked up 661,500 views, a massive increase compared to the 1,000 to 3,000 views of its recent posts.
By embracing an existing trend and tailoring it to its brand, Reiss has effectively engaged a broader audience, proving that sometimes, a bit of spontaneity can resonate well with social media users.