From Aerie to Zara, retailers turn viral TikTok videos into sales


A TikTok logo seen displayed on a smartphone.

Filip Radwanski | SOPA Images | LightRocket | Getty Images

When a Lululemon skort went viral across TikTok earlier this summer, 16-year-old Kylie knew she had to get her hands on it.

But by the time she was searching for her size on Lululemon’s website, it was already sold out. The sought-after skort — part skirt, part shorts with a two-inch inseam — was also totally bought up in a nearby store in Boulder, Colorado, according to Kylie’s mom.

The teen then relied on her favorite TikTok influencers, who often post #fashionhauls and #OOTD (outfit of the day), to alert her when the skort would be back on sale. She was also closely monitoring,…


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