by With the launch of TikTok Shop last year paving the way for sales growth for many brands, the platform’s click-to-buy feature isn’t for every brand. Instead, many of the best or most popular fashion brands are trying to attract new audiences, including the popular Gen Z, with the new era of marketing.
Here, WWD looks at the top 10 fashion brands on TikTok using data insights from Trendalytics. The list is ranked by audience size, account growth, user-generated content and organic or influencer mentions.
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Louis Vuitton topped the list with 14 million followers and a 17 percent increase in TikTok mentions year on year. According to Trendalytics’ historical data, the brand has long ranked as the most successful fashion brand on the scene and “exemplifies the paradigm shift in luxury fashion towards marketing, talent and social media shows, compared to the excellence of the design, which used. to demonstrate success within the industry.”
Louis Vuitton has seen growth, especially from talent partnerships with K-pop stars, including Lisa Blackpink who was named a Louis Vuitton brand ambassador in July. In March, the brand’s TikTok post featuring K-pop star Felix drove a more than 1,700 percent increase in engagement on Louis Vuitton’s TikTok compared to engagement the previous year. Other stars who have created a buzz for Louis Vuitton in the past year include actor Gong Yoo, J-Hope from BTS and BamBam and Jackson Wang from Got7.
After Louis Vuitton, Dior hits 8.1 million followers on TikTok with a 31 percent increase in likes year after year. In particular, the brand’s success on TikTok is driven by both its fashion and beauty business.
Like Louis Vuitton, Dior has inspired its material on the scene with talent partnerships that have included K-pop stars and celebrities. In the early summer of 2024, Dior’s post in which its ambassador Rosalía was responsible for a 1,070 percent increase in participation on the brand’s TikTok, compared to the participation seen the previous year.
Taking third and fourth place on Trendalytics’ list of the most popular fashion brands on TikTok are Nike (6.6 million followers and a 66 percent increase in engagement year-over-year) and Adidas (8.2 million followers and a 22 percent increase in participation a year ago). -year). Both athletic brands have been very successful on the scene through partnerships and significant global athletic events of the year.
Trendalytics said that, like Louis Vuitton, Nike continued to perform well on TikTok, with participation in the Olympics in recent months bringing the brand a lot of attention. Athletes from the US and around the world have been seen on TikTok showing off Nike products and their sponsorship with the brand. The brand also saw increased engagement on its TikTok following an IP partnership with Power Puff Girls, which was primarily aimed at Gen Z consumers who are known to love the social media platform.
Similarly, Adidas’ success on TikTok has been driven by athletic partnerships (especially soccer) and increased attention during the UEFA European Football Championship when Adidas featured Spanish footballer Lamine Yamal on a viral TikTok post that led to an increase 6,786 percent on brand engagement. page, compared to the brand’s average annual engagement.
Gucci’s place as the fifth most popular fashion brand on TikTok continues with 5.1 million followers and a 32 percent increase in engagement year-over-year, a pattern similar to other luxury brands on the list with high-powered partnerships and a focus on marketing content. which represents intent for the TikTok platform. Gucci’s partnerships featured on the site include K-pop talent and a range of fans around the world.
A landmark moment for the brand was seen in May when Gucci saw a 634 percent year-on-year increase in engagement for its TikTok post of footage behind the denim campaign with K-pop star Hanni.
In sixth place, Burberry counts 4.7 million followers on TikTok with a 46 percent increase on TikTok mentioned year on year. As an early adopter of the platform, Trendanalytics’ insight team noted that Burberry “took time to understand what made the platform tick and pursued guerilla advertising strategies, like Gen Z-forward, that worked .”
One example of their strategy can be seen in Burberry’s @ducks_in_space account with its video of a duck sleeping on a branded blanket. The post went viral and drove a 1,729 percent increase in engagement to Burberry’s TikTok.
With 2 million followers and a 32 percent increase in engagement year over year, PacSun continues in seventh place. As a “slow brand,” PacSun has managed to stay relevant to the younger consumer in a way that many brands haven’t, which the Trendanalytics team said is likely due to the viral nature of PacSun’s baggy jeans, which grew to 80 percent first. of the brand’s denim sales. PacSun’s timing in the denim cycle also meant unique success with the TikTok Shop, resulting in a sellout of baggy denim for the retailer.
Levi’s denim demand is also booming at number eight counting 1.3 million TikTok followers and an 11 percent increase in TikTok mentions, year on year. The Trendanalytics team told WWD that their research found that “no denim brand has embraced Gen Z and social marketing like Levi’s” and that the brand is “leading its competitors on TikTok.”
Levi’s success on TikTok is due to his approach to creating organic, viral content with themes including fitness and fitness without influencers or talent. Notably, some of these videos have “gone viral for the wrong reasons.” In July the brand’s video about gene fittings attracted the attention of users who felt the technique was “too complicated”. The post resulted in a 2,100 percent increase in engagement.
With 1.2 million followers and a 5 percent increase in engagement year over year, Versace is the ninth most popular fashion brand on TikTok and follows many of the same guidelines set by some of the higher ranked luxury brands, including major partnerships with APAC. stars. Some of the brand’s year’s highlights on TikTok include posts with K-pop star Hyunjin and its campaign with Chinese actress and singer Rosy Zhao.
In 10th place, Ralph Lauren earns its spot with 816,000 TikTok followers and a 404 percent increase in engagement year over year. The Olympics provided key moments for the brand that drove TikTok users to the brand’s content, however, it was Ralph Lauren’s collaboration with Naiomi Glasses, the Native American designer, that really increased attention on the platform (a 2,331 percent increase in the participation was visible for the job celebrating the collaboration).
Other fashion brands to watch on TikTok, according to Trendanalytics data include Zara, Shein, Asos, Lululemon, Prada and Coach. While some of these brands claim to have higher numbers of followers on TikTok, the company said they have fallen from the top 10 list due to declines in engagement, noting that the power and success of TikTok is about more than the size of the audience.
Launch Gallery: Top Ten Fashion Brands on TikTok
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