August 22, 2022
Users of TikTok and other social platforms are sharing their Costco finds, helping the warehouse club become a destination for bargain fashion.
The search term, “find costco clothing,” on TikTok has 1.8 billion views. Among popular hashtags on TikTok, #costcofashion has 5.8 million views; #coscocouture, 5.1 million; AND #cost-clothes5.3 million.
TikTok posts feature short fashion videos boasting about finding top offerings from Tommy Hilfiger, Pendleton, Puma, DKNY, Uggs, Calvin Klein, Fila and many other fashion, casual and active brands.
@theashleybell Costco comes in droves #costcofinds #costcotiktok #fila #whatibought #outfitinspo
♬ original sound – Ashley Bell
The pandemic has increased the appeal of the casual, comfortable clothing that Costco features heavily on its sales floor.
“It’s about comfort,” California-based shopper Tiffany Weis told the fashion blog Refinery29. “It’s kind of like a whole new mindset.”
The 53-year-old said she “would never have considered” buying clothes at Costco before 2020.
Costco is also earning points for being able to stock some of the most popular fashion brands and being on trend. The convenience of one-stop shopping and saving money has greater appeal amid escalating gas prices and rampant inflation.
“I think a lot of people are just interested in affordability, convenience, and then kind of participating in this buzz, which is kind of a very interesting phenomenon for Costco,” Frances Sola-Santiago, author of Refinery29 article, said NPR.
The social media campaign, which also takes place with hauls on Instagram and YouTube, brings Costco’s treasure hunt experience to the online store. Costco can offer a deeper breadth compared to a typical off-price. A deal on Hunter boots, for example, will be placed high in a wide range of sizes.
@costcouture Costco Couture 8/31/21 #costcocouture #costco #hunterboots #costcofashion #costcofinds #costcobuys #costcomusthaves #fypシ #falfashion
♬ Single Girl In September – veggibeats
As with bargain prices, part of the appeal is the discovery process and the thrill of getting a deal in an unexpected space.
“Many of the clothes I wear I get compliments on every day.” Jennifer Maldonado, who runs the TikTok account @costcouture, said NPR. “And I always say it’s from Costco, and I get the same response — like a blank look on their face. Like, really – Costco? Heck, yes.”
DISCUSSION QUESTION: Why are Costco fashion finds going viral on social media? Do you think Costco should take action to build the social media movement or is it likely to fail?
“Why are Costco fashion finds going viral on social media?”
