Devadrita Nair and Maria Jesus Saenz of the MIT Digital Supply Chain Transformation Lab recently published an aritcle in MIT Sloan Management Review. Here's a brief excerpt:
Hot pink made a comeback this past summer. But as numerous fashion brands eagerly jumped on the Barbie-driven trend, many struggled to get their numbers right. Aldo, an official brand collaborator, saw its Barbie-based platform shoes fly off the shelves within 24 hours, thanks to the viral hashtag #TikTokMadeMeBuyIt.