What Does A Fashion Brand Need To Go Viral On TikTok?

While Scott is an established brand, sold at some of the biggest retailers across the US the Pants Store (which, as you may already know from the viral videos, doesn’t only sell pants) found itself at the centre of viral attention for the first time. Launched in the 1950s, the Alabama-based line of boutiques sells apparel targeted at various college and holiday activities, like sorority rush week. For years, according to owner Michael Gee, the store has supplied students at the University of Alabama with clothing and sorority-approved attire. By the time #BamaRush hit the TikTokverse, the sorority-ready clothes were already sold out. Regardless, over the past week, the brand’s sales across its five boutiques and the online store surged by 400%, according to Gee.