Top 10 most mentioned ready-to-wear brands on TikTok

In 2025, TikTok is establishing itself as an essential channel for ready-to-wear brands in the United Kingdom, where volume of content, creator engagement and creativity are at the heart of strategies. The ranking highlights major players capable of generating strong visibility and a real impact on digital communities. Primark comes out on top with over £18m in EMVs, closely followed by DFYNE (£13m) and AYBL (£11.5m), illustrating the effectiveness of targeted campaigns and the activation of influential KOLs. ASOS, H&M, Gymshark, Shein and Zara confirm the dominance of major international brands, while Oh Polly and Adidas demonstrate that more specialized or sports-oriented players can also take advantage of TikTok to maximize their reach. This 2025 edition shows that on TikTok UK, impact and engagement take precedence over mere volume, offering a real competitive advantage to brands that know how to combine creativity and content strategy.