- Luxury resale veteran WGACA built a TikTok Live shopping studio to engage Gen Z buyers.
- It features a 3-camera setup and product turntables and shows pre-owned items up close.
- The retailer’s production investment could give it an edge as social commerce grows.
Luxury Resale’s Livestream Leap
Legacy luxury resale company What Goes Around Comes Around (WGACA) is embracing livestream shopping in a big way.
The 30-year-old retailer recently constructed an elaborate studio in the basement of its SoHo store, designed specifically for broadcasting shopping streams on TikTok and other social platforms.
Studio Innovation
With a three-camera setup, display turntables for showcasing items, and even tape marks on the floor indicating the frame for vertical videos, the studio allows WGACA hosts to easily showcase pre-owned designer handbags, accessories, and clothing to viewers.
The company sees it as a way to connect with younger, mobile-first luxury shoppers who increasingly expect an interactive buying experience online.
Live shopping also suits pre-owned items, where assessing condition and authenticity often requires seeing products up close.
TikTok Partnership
For TikTok, the partnership advances its ambitions around live commerce, particularly in high-value categories like collectibles and resale.
With knockoffs plaguing its broader marketplace, focusing on established players like WGACA may help build trust.
If livestream shopping catches on stateside as it has overseas, the investment in production infrastructure could give What Goes Around an edge in social commerce.
