Top-10 Most Mentioned Fashion Brands by Influencers
The below data are extracted from our study “Influencer Marketing at the Heart of the Fashion Industry in 2023“, available for download here.
Based on the analysis of Kolsquare data, this study presents the performance of brands in the Fashion & Accessories sector worldwide. It is based on the analysis of our exhaustive catalog of influencers, including more than 581,509 profiles that have mentioned one of the 306 fashion & accessories brands analyzed or used one of their brand hashtags at least once. The 7,135,696 posts analyzed between January 2022 and February 2023 were identified through mentions and brand hashtags on Instagram, YouTube, TikTok, Facebook and Twitter.
Top-10 Most Mentioned Fashion Brands by Influencers
According to our ranking, the brands that dominate social networks (all platforms combined – Instagram, TikTok, Facebook, YouTube & Twitter) are:
With 505,055 mentions over the period January 2022 – February 2023, Zara retains its leadership position and continues to captivate influencers with its fashion-forward collections. The Spanish brand stands out for its on-trend style and quality products, making it a must-have choice for influencers worldwide.
The controversial Chinese brand racked up 358,774 mentions and came in second place. Shein has enjoyed a meteoric rise thanks to its well-honed influencer marketing strategy. The Chinese brand offers a wide range of clothing at affordable prices, making it a benchmark for fashion enthusiasts on a budget.
With its global presence and commitment to sustainability, H&M remains a popular brand among influencers, racking up a total of 322,469 mentions. Thanks to its prestigious collaborations and diversified clothing offer, H&M attracts the attention of influencers concerned with responsible fashion.
4. NA-KD Fashion
NA-KD Fashion is an online clothing brand that has rapidly gained popularity thanks to its collaboration with influencers (it has been mentioned 157,498 times). NA-KD Fashion has recognized the importance of these trendsetters and has established successful partnerships with many world-renowned influencers. These collaborations have enabled the brand to reach a wider audience and increase its visibility exponentially (Jodie la petite frenchie, Matilda Djerf, Juliesfi and Romee Strijd have collaborated with the brand on co-creations).
5. Pretty LittleThing
With 139,277 mentions, Pretty Little Thing is known for its trendy and accessible women’s fashion. Influencers appreciate the variety of styles offered by the brand, from evening wear to sportswear. Thanks to its collaborations with influential personalities, Pretty Little Thing has made a name for itself in the world of influencers.
This online platform offers a vast selection of brands and clothing (it accumulated 132,735 mentions). Influencers appreciate ASOS for its diversity and ability to meet the needs of different audiences. From casual outfits to more sophisticated ensembles, ASOS remains a benchmark for fashion lovers. Many influencers have collaborated with the brand, including Chiara Ferragni, Olivia Palermo, Gigi Hadid and Caroline Receveur.
Spanish brand Mango stands out in the seventh place, with 114,219 mentions. It is renowned for its modern and elegant collections, suited for women looking to combine style and comfort.
Despite its low-price positioning, Primark managed to get eighth place (105,974 mentions). This Irish brand offers fashionable clothing at affordable prices, making it a popular option for bargain-seeking influencers.
With 90,204 mentions, this French brand stands out for its Parisian charm and ethical approach to fashion. By favoring sustainable materials and fair working conditions, Sézane has won over influencers who value responsible fashion.
By collaborating with influencers, Bershka has succeeded in connecting with a young, hip audience, attracting a loyal community of followers. Bershka has 84,430 mentions. With their unique aesthetics and ability to create engaging content, these influencers have helped reinforce Bershka’s brand image and boost its presence on social networks.
Fashion Brands' Share of Voice in Terms of EMV
Share of voice can be defined as your brand’s share or presence in the market relative to your competitors on different channels. It serves as a metric to determine how well-known and visible a brand is, figuratively what its market share is. The share of voice doesn’t refer to the percentage of sales but to the percentage of discussion.
In this ranking, the top-3 is held by the giants ZARA, SHEIN and H&M.
- Zara : 14.6 %
- H&M : 8.46 %
- SheIn: 8.38%
- Pretty Little Thing: 5.46%
- ASOS: 5.14%
- Hugo Boss: 3.99%
- NA-KD Fashion: 3.15%
- Mango: 3.11%
- Primark: 2.3%
- Boohoo: 2.26%
Key Figures From the Report
- 77% of content published by Fashion KOLs is in video format.
- On Instagram, 46% of published content is posts, 40% Stories and 14% Reels.
- The average engagement rate for the sector is 1.2%.
- The top-3 brands that generate the most engagement on Instagram are: Louis Vuitton, Zara, Gucci.
To find out more, download our free study.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders).
Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors.
Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube.
As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.