The Pants Store gained an especially large amount of commentary as many perplexed users observed that most of the outfits sourced from the shop were not, in fact, pants. Local Alabama boutique Lou and Co enlisted rush girls Haylee Golden ( and Emma Lou ( for promotional TikToks after their OOTD videos went viral. Our team spends a lot of time on TikTok watching, learning and listening to our customers,” said Perry via email. “The core of our TikTok brand strategy is social listening. On TikTok, the brand’s profile views have increased by over 750%, and it received 2 million views on its rush-related content. The brand received thousands of new followers, according to Kendra Scott CMO Mindy Perry, as well as a 17% increase in new users on its site. Texas-based jeweler Kendra Scott, which was mentioned frequently, jumped on the trend with several TikTok posts of its own about #BamaRush. Students posted about Alabama-based retailer Willow Tree and Tennessee-based Christian boutique Altar’d State. Local Southern brands also factored heavily and gained national attention. “Basically, now you all know I shop on Amazon,” said TikTok user and Alabama rush candidate Bella as she listed Amazon as the source for her dress and jewelry, before adding, “Hair is mine.” The hundreds of outfit videos popping up across TikTok provided a view into the fashion tastes of the college sorority set, which included a heavy emphasis on online fast-fashion from Shein, Amazon, Princess Polly and Lulu’s. The hashtag #BamaRush currently has 235 million views. By the end of the week, newly minted TikTok influencers were born and brands such as Kendra Scott, Pantene and The Pants Store had gotten on board. Pants Store has gone viral,’” said Michael Gee, owner of The Pants Store.Īs #OOTD videos from the 2,000-person rush process frequently appeared on people’s For-You pages (FYPs) on TikTok, a wave of commentators and parodies helped drive the trend to viral heights. I’m sitting home with my wife’s laptop, and I’m like, ‘Look at this. I had friends texting me TikTok videos of all this stuff.
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