Who are the top 15 fashion brands on TikTok, and why should you care? The video-first app has proved to be a game-changer for fashion brands time and time again. In fact #tiktokfashion has over 80.2 billion views on the platform.
So who’s making waves on this channel, and how can your brand take inspiration from them? Let’s unpack the top fashion brands on TikTok.
High Street Fashion Brands
High Street brands have discovered how to utilize TikTok to build genuine engagement with their fans. Here are the ones doing it brilliantly.
1. Abercrombie & Fitch
Abercrombie has firmly established their talen brand on TikTok, and it’s clear to see they’re getting users on board. With 141K followers, they’ve built a targeted fan base who come back for their content. Their videos consist of styling tips, hauls, and showing off their products, often collaborating with influencers. They’ve also made every video unmistakably theirs.
Why does their content work?
Abercrombie hasn’t just decided to put random videos of their clothing out there. They’ve thought about how to make their content relatable to their target demographic. Since they’re marketing to people in their 20s/millennials, creating on-brand engaging content for them was key. They’ve built a culture of humor, honesty, and authenticity. Sometimes that doesn’t even include showing off the product, like in this hilariously familiar video.
2. American Eagle
When you think of classic denim, American Eagle always comes to mind. They know what they’re about in terms of aesthetics and have leaned into their all-American vibe. This includes videos of their products as well as behind-the-scenes snapshots of staff.
Why does their content work?
American Eagle has gone full pelt with the all-American feel, including influencers. They haven’t just partnered with any influencer; they’ve found the ideal collaborations making sure their values are the same. Note they aren’t just working with the biggest influencers either. They’ve collaborated with @alixearle and micro-influencer @sophiesargent19. They’re teaching brands the lesson that “the bigger, the better” isn’t always the case. They’ve mixed high-visibility brand awareness campaigns with smaller influencer content that drums up mega-engagement.
Small Fashion Brands
It’s not just the big fish that are thriving in the TikTok pond. Smaller fish are getting a massive chunk of the action when they do it right.
3. Jazzy Garms
This independent clothing brand has leaned into its central selling point. Rave-worthy fits. Showing off their colorful garments has got people talking, sharing, and eventually buying.
Why does their content work?
The beauty of this brand is that they have a very specific USP. And they lean into it a lot on TikTok. Because their products are so highly visual, they have created eye-popping content to show them in full color, literally. Since a “before and after” video of one of their dresses went viral, they soon realized this was something to repeat. What makes them so successful? They’ve clearly learned from their analytics that certain types of content work for them and used them to their advantage.
4. Snag tights
This tights company has started making real moves in the TikTok world. They market their products as both gorgeous and comfy. The content they create shows this too. They will post about both their stunning designs and the comfort they provide.
Why does their content work?
Snag tights have made their content truly inclusive, showing all different kinds of bodies. This is especially important for brands now. More than 8 in 10 consumers say they would like apparel brands and retailers to offer additional fits and sizes. The beauty of doing this on TikTok is you can visually celebrate all bodies regardless of shape, size, gender, skin, or disability. And through collaborating with a range of different influencers, plus their own brand’s models, they’ve done exactly that.
Luxury Fashion Brands
Luxury brands are looking to TikTok more and more. Some are becoming pros at it too. Here’s how.
5. Gucci
With a more is more approach, you’d be hard-pressed to ignore Gucci on TikTok. Their OTT profile aesthetic and off-the-wall ideas have made serious waves on the app. From catwalk snippets and premium visuals to off-the-cuff humor and igniting trends, they deserve their 3 million followers.
Why does their content work?
Gucci is arguably the leading luxury brand on TikTok. But it’s not just because of their products. They think outside the box regarding content, pushing the boundaries of luxury fashion while staying grounded through beautiful visuals. Through unexpected influencer collaborations like the train enthusiast @francis.bourgeois and pottery expert @speckledbrownie they have built a TikTok empire of valued fans.