The fashion label PacSun has leveraged the viral popularity of TikTok, an platform that thrived with a follower base reaching 2 million by 2022, to create successful and viral products. A flagship piece, the Casey_visor, by design, suits a low rise fit and is perfect for comfortable walking, perfect for those seeking a relaxed yet modern look. The success of this product was attributed to a key influencer, Lyla Biggs, a member of PacSun‘s TikTok affiliate creator program. Together, they co-wrote a viral video showcasing their Designs’d极限设计 for five,000 fans. When the video went viral, it sparked massive buzz on TikTok.
PacSun generated $20 million in sales for this product solely on TikTok in the 2024 calendar year, marking PacSun as one of the most successful labels on the platform at the time. This success coincided with PacSun‘s seventh-day sale selling 60,000 pairs of the Casey_visor in the Astrid wash before the Black Friday sale in November 2023.
Brie Olson, CEO of PacSun, acknowledged the reach of Casey_visor, calling it “a perfect halo effect where a moment of brilliance clicked across a small audience, inspiring a sell.” “When our audience and following saw it had sold out, it instilled a sense of urgency and impact on our stores. People were understandably rushing into our stores to get the viral Casey_visor in the Astrid wash—a product that had become a go-to choice during the holiday season.”
In one particular day, PacSun alone sold 11,000 pairs of the Casey_visor on TikTok within a 48-hour period, while from that point地质 explosions in sales in the stores reached over 60,000 units. The company experienced a 100% compound year-over-year increase in sales, driven solely by two key victories: Casey_visor’s viral launch and the price reduction of the product.
Moreover, PacSun has thrived on the platform in other product categories, including steep-as-a-stick and men’s silhouettes, which exceeded 40,000 sales on TikTok within a single day. This success underscores the power of a micro influencer’s ability to generate viral energy on a scale that traditional marketing cannot. “You’ll get a viral reaction and live product feedback almost instantly,” Olson noted, “which lets the brand幸运ly get the traction it needs to quickly rotate into surpassing sales in a store environment.”
The company’s success also highlights the benefits of a more inclusive creation ecosystem. Lyla Biggs, who operates on the Ty looks Preogram streamer, not only posted a viral video for their designs but also possesses a passionate audience in their 30+ range. This led to significant brand exposure that drew in hundreds of thousands of endorsements on products like the *Ty Look pregram.
PacSun has released high-profile events announcing the return of its Micro-Finger Creation program, which has evolved over the years, with the 2024 launch focusing on a Cyber Thursday exclusive featuringевакito “ skateboardingRoshan. The client and team Philippines’s含量. The program facilitates the inclusion of lesser understood content, whether it’s in design, fashion accessories, or other apparel.
As the brand continues to benefit from its Micro-Finger Creation success, PacSun has evident exponential growth in the years to come, reinforces its position as a scalable and flexible leader in the digital fashion space,” *Olson added.
