What: The TikTok Top100 Fashion Index highlights the most popular fashion brands on TikTok, with Louis Vuitton leading the list due to its engaging content and influencer collaborations.

Why it is important: Understanding the social media dynamics on platforms like TikTok is crucial for fashion brands aiming to enhance their digital presence and influence consumer behaviour. The index offers insights into effective strategies for engaging audiences and leveraging influencer marketing.

The TikTok Top100 Fashion Index, developed by FashionUnited, ranks the most popular fashion brands on TikTok, showcasing the platform's significant impact on the fashion industry. Louis Vuitton tops the list with 14 million followers, attributed to its unique content strategy that includes behind-the-scenes footage and celebrity collaborations. Zara and Shein follow closely, highlighting the diverse appeal of both luxury and fast fashion brands on TikTok. The index reflects virtual popularity and partially indicates market value and revenue, emphasizing the importance of a robust social media strategy. As TikTok continues to drive fashion trends, brands are increasingly focusing on creating authentic, engaging content to capture the attention of the platform's vast user base.

TikTok's influence on fashion brands: The top 100 index