419When it comes to fast fashion brands, you might first think of Shein or Cider, but there is one brand that is quietly rising.
It targets the market of highly educated women, quickly winning over consumers with its minimalist and elegant designs. Established for only three years, it has already broken boundaries by riding the wave of overseas social media platforms. On TikTok, a single video showcasing classic outfit styles garnered over a million views, resulting in a year-on-year sales increase of nearly 150%.
It isCommense—a brand focused on workplace women's fashion.
From Local to International: Commense’s Unique Positioning
Founded in 2021, Commense is different from many fast fashion brands targeting Gen Z. The brand targets a more mature, higher-spending group of professional women. The series of products launched by the brand combine simplicity and practicality, meeting the multi-scenario needs of modern women at work, parties, and even leisure.
In its early days in China, Commense also experienced a period of market indifference, mainly because consumers had limited trust in niche brands. This made the team realize that relying solely on the domestic market was no longer enough to meet the brand’s development needs, and the rise of overseas markets, especially among European and American consumers, was an opportunity not to be ignored.
To better communicate with overseas consumers, Commense began to focus on social media platforms such as TikTok and Instagram.
Social Media Strategy: From Content to Resonance
Commense realized thatconsumers are no longer just passive recipients of products, but want to be participants in brand interaction. Based on this, the brand established the core of its social media platform operations: “storytelling, scene building, and co-creating content.”
1. TikTok
Commense chose TikTok as its promotion platform mainly because of its huge user base and powerful content dissemination capabilities. Thanks to its short video traffic algorithm, it is easier for new brands to quickly accumulate user attention.
On TikTok, Commense’s content mainly revolves around the life scenarios of highly educated women, such as outfit inspiration, workplace styles, and comfortable daily wear. This model has attracted a large number of female users. For example, a video about Christmas fashion outfits posted by the brand on TikTok received 1.7 million views and 18,300 likes. This “practicality + fashion” content model not only showcases product features but also successfully resonates with users.
Image source: TikTok
At the same time, Commense pays special attention to collaborating with influencers who fit the brand image, such as female fashion bloggers with certain purchasing power and professional backgrounds. These bloggers integrate products into daily life through videos, providing consumers with real outfit references.
For example, TikTok fashion blogger @reybanah posted a workplace outfit video that aligns with Commense’s brand attitude. A single viral video accumulated 1.7 million views, not only increasing interaction with fans but also receiving positive feedback for the brand.
Outfit video posted by @reybanah, image source: TikTok
In addition to influencer marketing, Commense also encourages consumers to share outfit tips on TikTok. This interaction with consumers not only increases the brand’s affinity but also provides more material for content creation.
Currently, the brand’s hashtag #commense on TikTok has accumulated 5,694 posts.
Image source: TikTok
2.Instagram
On Instagram, Commense enhances the product’s quality through static images shot by professional photographers and emphasizes the concept of combining environmental protection with fashion. Through this high-quality content, Commense not only attracts a large number of followers but also successfully guides some consumers to its official website for purchases.
Image source: Instagram
Independent Website and Omni-channel Linkage: Overall Data Conversion
Although social media brings a lot of exposure and traffic to the brand, Commense’s overseas independent website is the key to closing the sales loop.
According to statistics, the independent website has a total of 7.2 million visits and continues to maintain a stable growth trend, with more than 65% of the traffic coming from social media referrals. The average user stay time is 4.45 minutes.
Image source: similarweb
Commense’s independent website is designed with user experience at its core, simplifying the checkout process and providing multiple payment methods to suit overseas consumer habits. In addition, the brand’s independent website has set up a “same style zone” for TikTok users to convert social media platform traffic into actual product sales.
Image source: Commense brand independent website
Conclusion
From the beginning, targeting the market of highly educated women, to now making a mark on the global fashion stage, Commense did not choose the traditional fast fashion route. Instead, through precise user positioning and platform strategies, it has successfully made its philosophy stand out among many competitors.
Going global is not an exclusive track for big brands. Even a small brand that has just started, as long as it can grasp the core demands of consumers and find suitable communication methods and channels, can also find its place in the international market.
For those brands still hesitating about “going global,” the story of Commense may provide you with an answer.
