BUSINESS
Blooming into Success: A Look into Wildflower Cases
By: Arieza Maglalang Edited by: Ava Pettigrew
What started as a home art project has skyrocketed into one of the most popular Gen Z brands. Wildflower Cases is a phone case brand created by influencer sisters Devon Lee and Sydney Lynn Carlson. From its 2012 conception to now, Wildflower is a prime example of substantial success due to audience-focused marketing.
Popularized by Miley Cyrus, Wildflower Cases has since capitalized on that momentum. After being discovered by the pop singer in an LA restaurant, Devon and Sydney Carlson immediately got to work. But what has made the brand stay so relevant? The designs are a major factor. With a range of styles, shoppers, who are primarily teenage girls, are sure to find a case that matches their aesthetic. When the Carlson sisters conduct product research, they pull from current social media trends to anticipate customers’ preferences. Once ideas are realized, their father, Dave Carlson, a graphic designer, finalizes the design.
Wildflower’s designs are distinct, yet they are dependent on the trend cycle. When a new style on the internet starts gaining attention, Wildflower is quick to release cases that align with it. For the iconic “coquette” trend, they created and released a bow case. However, they don’t rely on one case to carry their success. The Carlsons include designs that are relevant to many different types of internet niches. Zodiac signs, cats, florals, and more, Wildflower is an “aesthetic that fits all” brand. The cases serve as an extra element to accessorize an outfit. After all, there’s nothing better than function complimenting style.
Another factor to their prosperity is their many successful pop culture brand collaborations. To name a few, they have created phone cases with Emma Chamberlain, Danielle Guizio, and most recently, Charli XCX. Wildflower has always been known to take inspiration from trends, so of course, they released a Charli XCX case to honor the “Brat” trend. The products are intentionally released when that celebrity or internet personality is at the height of their popularity. This not only markets the Wildflower brand to the celebrities’ fans, but helps them gain notoriety for working with such names. The Sandy Liang collaboration is a testament of their extensive client list.
It also helps that the Carlson sisters are best friends with supermodels Bella Hadid and Kendall Jenner. The support of “it girl” celebrities has skyrocketed their platform and popularity. Wildflower has a swarm of internet personalities advocating for their brand across different outlets. From podcasters like Alex Cooper from “Call Her Daddy,” to model-turned-businesswoman Hailey Bieber, many audiences are being exposed to the Wildflower brand. Celebrity endorsements are an efficient advertising method to attract customers without compromising attention to quality.
Devon Lee and Sydney Carlson both have their own niche followings on the internet. Devon Lee, to her audience, is seen as a type of “Internet big sister,” with her content focusing on fashion and occasional lifestyle vlogs on Youtube. Alternatively, Sydney Carlson has her own page of food-related content. The pair have been present on social media for a long time, namely from Wildflower and public high-profile relationships. Devon Lee and Sydney Carlson have had the privilege of exposing their brand to much larger and prestigious platforms such as New York Fashion Week as guests. By utilizing these opportunities, they are able to participate in environments where they can strengthen their brand image, including campaigns with “SKIMS” and “Jaded London.” The sisters work as a pair and individually: Devon Lee made a runway debut at the Summer 2024 collection with Proenza Schouler and Syndey Lynn released a cookware line called “Lynnee.” When the owners grow in popularity individually, their brand is sure to follow in its footsteps.
Wildflower Cases has remained one of the top-selling phone case brands because of their ability to utilize the trend cycle without becoming so hyper specific that its relevance is short-lived. Their success can be attributed to their understanding of consumer desires, as well as the popularity of the owners. The brand has extended its product range beyond protective cases to various accessories, cementing Wildflower’s long-term prominence as a Gen Z-owned business.