The TikTok virality machine is a powerful tool for fashion and beauty brands. Either through TikTok Shop or regular TikTok content, a viral moment on the platform has proven to driven millions of dollars worth of sales. But brands need to be ready for those moments when they come, which requires good inventory planning. TikTok was a hot topic of conversation at the National Retail Federation’s Big Show in Manhattan this week. Multiple executives in attendance spoke about the double-edged sword of TikTok driving massive demand and the need to be prepared for it. For example, Richard Cox, chief merchandising officer at Pacsun, said that in 2023, a single post from a content creator with fewer than 500 followers about the brand’s Casey low-rise baggy jeans led to the sales of 11,000 pairs in one night. That one post had a lasting impact on both that particular SKU, which has sold over 100,000 pairs since then, and Pacsun’s entire denim category. The brand has sold over a million pairs of jeans through TikTok to date.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
