Sunny Co Clothing co-founders caught "off guard" from viral success
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Fashion
Sunny Co Clothing became viral overnight due to one simple Instagram post. The company just released a statement regarding its recent popularity and addressing customers’ uncertainty.
The brand started by posting a promotion stating that whoever reposted their red “Pamela” swimsuit photo and tagged the company by May 3 at 3:00 p.m. MDT would receive that item for free. The customers will still have to pay the cost of shipping but would receive the red swimsuit, at a retail value of 64.99 dollars, at no cost. The swimsuit post exceeded Sunny Co Clothing’s expectation by becoming viral in 25 hours. The company’s social media account jumped from 7,000 followers to 784,000 and the account was shutdown. As a small company, the viral response seemed to catch the clothing company off guard.
Sunny Co co-founders Brandy Silverwood and Alan Alchalel were seemingly blindslighted by the promotion's success and are currently working to fulfill orders as quickly as possible. The company also stated that any customers who had paid full price for the Pamela suit since the promotion can file a claim for a refund. Currently, the company has issued approximately 73,000 dollars in refunds in order to keep customers satisfied. All sales were final for customers who paid shipping and handling, via the rules of the promotion.
Sunny Co Clothing still hopes to fulfill its thousands of orders
After thousands reposted the photo in response to the promotion, many questioned the reality of receiving the suit. The promotion ultimately blew up and received mass media coverage from outlets including Vogue, Buzzfeed, AOL Lifestyle, Perez Hilton, Washinton Post, TIME Magazine, Daily Mail, The New York Post, and more. Due to its huge response, many believed that the orders would not be fulfilled. Although it seems improbable, the company is still working to follow through on its promise. Currently, the label is attempting to fulfill orders by shipping within three to six weeks, according to the Promo Rules.
“Two weeks ago the only thing on my mind was graduation from the University of Arizona,” said Silverwood. “Now, with graduation only two days away, it's the last thing on my mind. My main priority right now is to fulfill all of the orders we have received. I won't be satisfied until we do so."
The company was established only two years ago in Arizona as Sunny Skirts, LLC. In the past years, the brand has moved towards expanding its clothing offering, which ultimately led to the rebranding of Sunny Co Clothing this past January. With this new media frenzy, if the label can come through with its orders, it may fare well ultimately for the brand.
Photo: Sunny Co Clothing / Instagram