Consumer – Weekly TikTok trends data update; treasure hunt shopping experience at ROST continues to gain traction

Research evidence excerpt

Consumer – Weekly TikTok trends data update; treasure hunt shopping experience at ROST continues to gain traction

Truist Securities

Equity Research Report June 4, 2026

CONSUMER: Softlines

Consumer – Weekly TikTok trends

data update; treasure hunt shopping Joseph Civello

212-590-0968 experience at ROST continues to gain

Joseph.Civello@truist.com traction

Scot Ciccarelli, CFA We have been tracking the total global number of TikTok posts & views for 400+

212-319-3920 hashtags on a weekly basis since Dec 2024 & Feb 2025, respectively (although not all

Scot.Ciccarelli@truist.com terms’ data goes back that far). Please reach out if you are interested in receiving

this data in Excel.

Craig Larsen

212-319-2120

Craig.Larsen@truist.com Havaianas footwear and gaucho pants are currently trending; building on already-

robust momentum for Ross Stores and Aritzia on TikTok - We have previously

highlighted strong traction on TikTok for both Ross Stores (ROST, Buy) and Aritzia (ATZ- 7 Page Document

CA, Buy). Recently we've seen Havaianas (ALPA3.SA, Not Rated) flip flops trending on

TikTok, which is helping to fuel more momentum for both of these brands. We have seen

Reasons for this report many videos of shoppers frantically searching for the flip flops (and/or the trendy gaucho

pants as well) at Ross Stores (see our recent initiation where we highlight the growing

✓ Sector Update affinity for the treasure hunt shopping experience on social media). In addition, Aritzia

✓ TikTok Trends Data recently released a collab with Havaianas, which we have also seen gain momentum

on TikTok. Critically, this engagement/traction we have seen on TikTok has largely

been organic as both companies continue to have relatively small (but very efficient)