New research has analyzed the top 50 most popular TikTok clothing and home brands to reveal which products and brands influencers buy most often.
The research, carried out by journey advertising platform Illumin, analyzed the top 50 most-viewed TikTok videos under clothing and home hauls to identify which brands and products appeared most frequently - and how much they cost.
Shein was the brand that appeared most in the #hauls, accounting for 42 per cent of the total products listed across home and clothes hauls, with an average cost of $9.33 per item.
The company, which is valued at $100 billion USD, has exploded in popularity in recent years, proving particularly popular with customers aged 18 to 34, who make up 57 per cent of shoppers.
The second most popular brand across clothes and homes was H&M, accounting for 8.2 per cent of total products featured in #hauls. At the same time, Boston-based online marketplace Temu was the third-most popular brand, attributing 7.7 per cent of items featured.
Of homes and clothes hauls, the latter proved to be the most popular - and the most expansive - as fashion videos featured the highest number of products overall.
Despite a variety of items featured in the videos, tops were found to be the most purchased product, which indicates consumers favor versatile and low-maintenance clothing items.
Speaking on the findings, an illumin spokesperson said: “Tops are far more versatile than dresses and ‘bottoms’ since they can be mixed, matched, and accessorized in different ways. It makes sense that tops are the most popular clothing item in #hauls as it signifies a shift in consumption culture towards pieces that have more versatility.”
Bottoms were the second most popular clothing item, accounting for over a quarter (26.3 per cent ) of products shown, with tailored trousers and cargo pants proving more popular than jeans.
The rise of working from home has also contributed to this trend, with workers opting for comfort over style. This has prompted a rise in trends like quiet luxury and minimalism.
The top 10 most popular fashion brands were Shein (38 per cent of products ), H&M (14.8 per cent ), Walmart (12 per cent ), Cotton On (7.4 per cent ), Brandy (4.6 per cent ), Zara (3.7 per cent ), Adidas (1.9 per cent ), Amazon (1.9 per cent ), Hollister (1.9 per cent ), and Mure and Grand (1.9 per cent ).
