The summer of the 'VSCO girl' may be over, but retailers and the VSCO app itself are still reaping the benefits of the craze that swept Gen Z

The "VSCO girl" is not initially identified by her personality, although she is known for her favorite turtle-saving habits and vocabulary favorites "sksk" and "and I oop." At first glance, a VSCO girl is spotted by the her outfit and token accessories, and some of those associated retailers have felt the impact of her rise.

Software company Bloomreach recently found that a number of products tied to VSCO girls have seen a major jump in sales this year. Three VSCO-girl-favored items — Crocs, Hydro Flask water bottles, and metal straws — have each seen over 200% increases in sales between this October and last October.

Business Insider's Hayley Peterson reported last month that the cosmetics industry has experienced a decline in sales growth this year, while consumers are spending more on skincare, in line with the "dewy, fresh-faced aesthetic" that VSCO girls favor.

The rise of the VSCO girl is something these brands can't help but notice, even for those who haven't seen a significant impact on their sales.

Pura Vida, the company behind VSCO girls' trendy bracelets, told Business Insider that these teens have been a "big part" of their core consumer base for a while, even if they went by a different name in the past.

To some of these retailers, the VSCO girl is just the latest in a long line of viral trends that lead to rapidly changing consumer preferences.

"Kånken has seen a lot of trends come and go, different groups and audiences identifying themselves with it or using it to tell their life stories and express their personality," a spokesperson for Fjallraven Kånken, the brand behind the VSCO girl backpack, told Business Insider. "Maybe because we are not trying to follow trends, squeeze Kånken into a box or a make it for a specific target group, it leaves room for people to make it their own."