Top 10 of the most mentioned “ready-to-wear” brands in Italy on TikTok

On TikTok in Italy, the ready-to-wear segment in 2025 is largely dominated by Shein, which generates nearly €13 million in EMV thanks to 575 influencers mobilized and more than 3,000 mentions, confirming its strong visibility and influence on the Italian market. Behind, H&M and Adidas also stand out with €4.66 million and €4.42 million in EMV respectively, followed by Timberland and Bershka, which benefit from targeted campaigns and collaborations with creators committed to staying present in the TikTok ecosystem. Zadig & Voltaire, Desigual, Zara, Zara, Pull&Bear and Scuffers complete the ranking, illustrating the diversity of players and the ability of brands to combine notoriety and local influence strategies to perform on the platform.