Shay Mitchell: How Gen Z, TikTok helped grow luggage brand Bèis

Shay Mitchell: How Gen Z, TikTok helped grow luggage brand Bèis

11/24/2022

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“Pretty Little Liars” alum Shay Mitchell credited teenage TikTok users with helping grow her luggage brand, 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 brand voice and narrative in an organic and playful way,” she told Page Six Style exclusively.

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

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

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

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 and TikTok.

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

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


She credited TikTok users and Gen Z consumers with helping the brand grow.

Tiktok/Beis


She credited TikTok users and Gen Z consumers with helping the brand grow.

Instagram/Beis


She credited TikTok users and Gen Z consumers with helping the brand grow.

Instagram/Beis

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