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Brand Strategy TikTok Social Media

Ad of the Day: Fashion brand Reiss recreates ‘finance bro’ TikTok flash mob


By Hannah Bowler, Senior reporter

June 20, 2024 | 5 min read

The clothing company has dipped its toe into TikTok dance culture.

TikTok screengrab from Reiss' flashmob

'Stop looking. We’ve found them' post on Reiss' TikTok / Reiss TikTok

Reiss has jumped on the finance bro trend, posting a TikTok flash mob filmed outside its store in the heart of London’s finance capital.

Made by Reiss’s in-house social team, the choreography and video were pulled together in three days. Reiss said it has no plans to distribute the video beyond TikTok.

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So how did Reiss get here? In April, the account @girl_on_couch posted a video in which she said: “I’m looking for a man in finance. Trust fund, 6’5”, blue eyes. Finance.” The caption called for someone to turn that into a song. Fast forward two months and TikTok has jumped on the track, with one top-watched video just a compilation of men walking around the city of London in gilets, shirts and chinos.

@reissofficial Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_ ♬ original sound - reiss

Four weeks ago, this spawned a flash mob in Liverpool Street Station (the station that services the banks of London) with a group of men in their gilets and chinos dancing to @girl_on_couch track with the caption: ‘What me and the finance bros get up to at lunch.’

The TikTok was created because Reiss’s social team believed the products in the original video looked like its core menswear collection. To tie it back to the brand, all the dancers are dressed head to toe in Reiss and a branded shopping bag is in the front of the shot. Reiss also managed to tap the original flash mob choreographer.

The video is filmed outside a Reiss store in Leadenhall Market, which is in the heart of the financial part of London. The market itself is a popular spot for after-work drinks in the finance bro world.

It’s an unexpected move from the brand, its TikTok feed mostly being slick, stylish and featuring models posing with Reiss clothing in beautiful locations. As of June 20 the video has been viewed 661,500 times, compared with the previous week of posts that have ranged from 1,000 to 3,000 views.

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