For University of Alabama sorority hopefuls, local fashion boutique The Pants Store has long been known as a go-to for rush dresses. Thanks to the viral #BamaRush TikTok trend, the rest of the country now knows this, too.
The retailer went viral on TikTok after being featured in many of the rush outfit-of-the-day posts that swept the app last week. During that time period, it has seen a 400% increase in online sales. Out-of-state purchases made up 90% of orders, up from 50% normally.
“It was total craziness. I had friends texting me TikTok videos of all this stuff. I’m