Viral fashion marketing: Sell-out loop

Cases
14
Median Spread Score
35
Most started on
Retail29%
First post to peak
16 days

By mechanic

All104Controversy51Visible in use40Creator relay26Response chain25Transgression24Real-world spectacle23Scarcity drop21Newsjacking14Sell-out loop14Pairing12Identity badge11Resale market8Remixable template7Dupe economy6Challenge6

KFC x Crocs

52
KFC x Crocs Classic Clogs with fried chicken prints and drumstick charms.

2.9B impressions

Conner Ives Protect the Dolls T-Shirt

47
Conner Ives on Instagram: "After the groundswell of support for the ‘Protect the Dolls’ tee, we will be putting the t-shirt up on our website for pre order tomorrow at 5pm GMT. All proceeds…

20K sold

Nahmias x Marty Supreme Jacket

47
Chalamet wore the orange Marty Supreme windbreaker in an official Nahmias campaign image.

Aerie crossover leggings

42
Yes queen give us nothing (dc: @rianneneill)

3M impressions

The Fleabag Jumpsuit

38
Love’s black backless Fleabag jumpsuit with a keyhole front and wide legs.

500 sold

Lilly Pulitzer for Target

38
A model wore Lilly Pulitzer for Target swimwear while reclining on floral outdoor textiles.

Alix Earle x Frame Skinny Jeans

35
IN CONVERSATION WITH ALIX EARLE — Numéro Netherlands

Skims The Ultimate Bush

35
Bethenny Frankel Reacts to Kim Kardashian’s Skims' New Hairy Underwear

Gap x LoveShackFancy

34
Official Gap x LoveShackFancy image grid showing the collection.

9.8M impressions

Abercrombie corset maxi dress review chain

33
TikTok video by @oliviaamcdowell

Parke x Target

32
gone in 4 minutes omg @target @Parke #shopwithbon #parkextarget #parketarget

4.1M views

Benito Antonio x Zara

30
Bad Bunny llega a Zara de Plaza Las Américas y transforman la tienda para el lanzamiento de su colección 🇵🇷

178.6K views

SKIMS Ultimate Nipple Bra launch campaign

26
Kim Kardashian on Instagram: "COMING OCT 31: THE ULTIMATE NIPPLE BRA. Perfect fullness with a built-in, faux nipple for shock factor – meet the newest innovation to our Ultimate Bra collection on…

10.1M impressions

Caitlin Phillimore’s Uniqlo bag video

24

59M views

More collections

Sell-out loop in every industry