The Rise of TikTok Clothing Brands: What Drives Their Global Success

The Insights Behind the TikTok Clothing Brands Ranking

TikTok, with its highly personalized algorithm, has become the go-to platform for self-expression. Users engage with it not just for entertainment, but as a search engine for discovering brands, products, music, recipes and more. For brands, this presents an invaluable opportunity to tap into cultural moments and reimagine content through an authentic brand voice as following trends alone no longer cuts it.

TikTok has pushed brands to create tailored marketing strategies to thrive on the platform. According to The Business of Fashion, 51% of users went on to buy products online after spending time on the app. When a brand experiences a spike in views on TikTok, there is a near equal rise in searches on Amazon.

Aside from their owned media Voice, brands can also tap into TikTok’s vast network of creators, where influencers build loyal communities by sharing relatable content. As noted by BoF, 55% of users say they are more likely to trust a brand after learning about it from TikTok creators. Despite this, many brands are still lagging behind to embrace the platform's potential. At Launchmetrics, we’ve analyzed the top strategies of five leading brands to uncover what fueled their TikTok success during the month of August:

• Brands with a distinct voice and a clear identity are positioned for success. Pretty Little Thing’s Owned Media voice accounted for 64% of the brand’s total impact on TikTok, with a 201% increase in impact compared to the previous month. A key factor in this success was their commitment to consistent, frequent content—posting 93 times in August alone. However, what truly set their strategy apart was their signature Pink Courtroom series, which dominated their top 20 owned media placements, showcasing the power of a unique content approach.
• Creators on TikTok are trusted figures with strong influence over their communities, offering brands prime opportunities for collaboration. Influencer marketing accounts for 72% of Fashion Nova’s TikTok MIV, generating $5.9M Media Impact Value® (MIV®). All-star influencers are key value drivers for the brand.
• TikTok has proven to be a powerful channel for expanding a brand’s global footprint. Fashion Nova’s TikTok performance is driven by diverse regions including US, Brazil, Spain, Australia and UK, with influencers playing a pivotal role in boosting visibility in these countries. Brazilian influencer Gabriela Moura, for example, contributed $648K MIV to the brand, highlighting the impact of regional creators on global brand awareness.

Mastering TikTok goes beyond chasing trends; it requires a distinct strategy and authentic voice to build and engage a community. Brands must identify the key content creators driving impact and foster genuine partnerships with them. Benchmarking performance against competitors is the final step, enabling teams to discover best practices and uncover opportunities to dominate the TikTok landscape..