Top 10 Apparel Brands on TikTok Shop in 2024
UPDATED June 2024; originally published March 2024
The top clothing brands in TikTok Shop aren’t the same ones that led the pack at the beginning of 2024. That’s what the latest Facteus transaction data reveals, highlighting some major shifts in consumer spending on TikTok Shop and the types of brands drawing in the most money so far, at the mid-year point.
Below, we break down the latest TikTop Shop spending data, uncovering how much consumers have spent at the top 10 clothing brands on this platform by mid-2024.
To see which apparel brands started strong out of the gate this year, click the button below to jump to the first part of this piece, focused on the top 10 apparel brands in TikTok Shop for 1Q.
🏆#1 Apparel Brand on TikTok Shop by June 2024: SHEIN 🏆
Stepping into the leader spot, SHEIN is the number one selling clothing brand on TikTok Shop as of summer 2024. As a popular fast fashion brand making a quick entrance on the scene, SHEIN was remarkably NOT one of the top 10 apparel brands at the end of March 2024.
Effectively, that means that in just three months, SHEIN sold enough on TikTok Shop to leap into the top 10 — and capture a firm hold on the number one position.
Here’s a breakdown of what SHEIN has recently done on TikTok Shop:
SHEIN has brought in ~$964.2 million in sales on TikTok so far in 2024.
That’s ~22.5% more than the 2nd top-selling apparel brand in TikTok Shop in 2Q2024.
It’s ~343.2% more than the 10th clothing brand to see top sales in TikTok Shop halfway through 2024.
When compared to the top-selling brand in 1Q2024, SHEIN has sold at least ~5.3 times more than its rival apparel retailers.
With that, SHEIN has firmly booted Nike from the number one position, making some large strides to come out far ahead of competing brands in TikTok Shop.
Notably, SHEIN’s recent rise in popularity on TikTok could be tied to its prominence in influencer “home haul” videos that showcase SHEIN products in ways traditional advertisements don’t.
Other Top Apparel Brands on TikTok Shop by Mid-2024
Trailing SHEIN, nine other clothing brands on TikTop Shop have pulled in more than $3.95 billion altogether over the first six months of 2024. Here’s a closer look at each of the apparel brands that round out the top 10 clothing retailers on TikTok so far in 2024.
🥈TJ Maxx (The TJX Companies, Inc.)🥈
Sliding into second place is TJ Maxx, which has brought in:
$787.1 million in clothing sales through TikTok thus far in 2024
Enough to enter the top 10 sellers list for the first time and land right behind the leader, SHEIN
TJ Maxx “thrifting” and shopping hacks featured in TikTok videos may be partly at play here, boosting this brand’s visibility among Millennials and Gen Z consumers.
Ross Stores, Inc.
Ross Dress for Less comes in third, with ~$772.9 million in clothing sales on TikTok Shop so far in 2024.
Like TJ Maxx and SHEIN, influencers have put this brand front and center on TikTok with:
Shopping videos
Haul reveals
Tips for finding the best deals at brick-and-mortar locations.
Marshalls, LLC
In 4th place is Marshalls, which has brought in nearly $563 million in TikTop Shop sales in 2024 alone. Similar to the apparel brands above, Marshalls was not in the top 10 at the end of March 2024, representing another big leap into the rankings — and a significant shift from the top four brands that led the pack by the end of 1Q2024.
Nike
Taking 5th place is Nike, with just over $376.1 million in TikTop Shop sales so far this year. Essentially, that means that Nike has:
Increased its sales on TikTok Shop by ~107% from April through June 2024
Slipped out of the number one spot it held at the end of March 2024
Maintained strong sales while still beating out several competitors, including Foot Locker
Burlington Stores, Inc.
Sixth place in the TikTok Shop clothing sales race goes to Burlington Stores. So far in 2024, this brand has had just over $373.7 million in sales on TikTok. Notably, Burlington Stores held the number two spot in the rankings at the end of March 2024. While it has slipped since then, Burlington Stores remains popular with TikTok shoppers, growing its sales by ~121% during the second quarter of 2024 alone.
Old Navy
In 7th place is Old Navy, with $312.9 million in TikTok Shop clothing sales thus far in 2024. Dropping from 3rd place at the end of March, Old Navy continues to perform well on TikTok Shop, particularly with viral products and this brand leveraging TikTok review videos in its ads.
Five Below
At 8th place in TikTok Shop clothing sales is Five Below, bringing in nearly $277.9 million from Jan. to June 2024. Making its debut in the rankings, Five Below has seen success on TikTok Shop largely due to its use of hashtags, including “#fivebelowfinds.”
Macy's
In 9th place is Macy’s, with $266.2 million in TikTok Shop clothing sales thus far in 2024. This is another brand that wasn’t in the top 10 by the end of March this year.
What may be behind its recent success and spiking sales could be Macy’s focus on leaning into the viral “main character” trend, encouraging shoppers to find outfits that make them feel like the hero of their own (TikTok) stories.
Foot Locker
Foot Locker comes in 10th place, with nearly $217.6 million in clothing sales on TikTok Shop roughly halfway through 2024. Remarkably, Foot Locker was in 4th place by the end of March 2024, reflecting a substantial backslide during 2Q2024. Nevertheless, some expect Foot Locker TikTok Shop sales to pick back up with the Summer Olympics starting soon.
Emerging Spending Trends on TikTok Shop in 2024
Taking a birdseye view of the latest Facteus data, some trends for TikTok Shop spending (on apparel) start to come to light:
Discount and value-focused brands take the cake, bringing in the most sales and standing in the top four spots halfway through 2024.
Some pricier brands, including Victoria’s Secret and American Eagle, have dropped out of the top 10 rankings.
TikTok Shop continues to be a major player in the e-commerce space, particularly for clothing retailers.
Keep reading to see the original analysis of the top apparel brands on TikTop Shop in 2024 from January to March, and stay tuned for future updates.
Original Analysis for January to March 2024 TikTok Shop Clothing Sales
Initially Published March 14, 2024
As we wrap up the first quarter of 2024, there’s no denying that TikTok Shop has become an e-commerce heavy-hitter, especially for apparel brands and clothing sales.
To rank the top-performing apparel brands in TikTok Shop so far this year, Facteus scrutinized the latest transaction data to identify how consumers are spending on clothing and which brands are truly winning out.
#1 Apparel Brand on TikTok Shop: Nike
As the number one selling apparel brand on TikTok Shop, Nike has sold more than $181,670,905 so far in 2024. That makes this Nike a major success story for this video-based social media platform, cementing its position as an apparel industry titan while deftly demonstrating the ability to connect with customers.
In fact, savvy at targeting Gen Z and Millennials, Nike has launched countless campaigns on TikTok Shop, with its shoes and other products regularly trending.
Other Top Apparel Brands on TikTok Shop
Behind Nike and rounding out the top 10 clothing brands on TikTok Shop are the following brands.
2. Burlington Stores, Inc.
Ranking a close second to Nike, Burlington Stores, Inc. has secured $168,768,229 in apparel sales thus far in 2024. That may be linked to this brands snowballing popularity on TikTok Shop, particularly among:
Discount and off-price retailers
Younger, digital-savvy consumers
3. Old Navy
Also known for affordability, Old Navy has sold just over $119 million in clothing on the TikTok Shop in 2024.
That’s been a remarkable splash diving into e-commerce on TikTok, where Old Navy has been able to somewhat reimagine its branding with a new edge of “cool.”
More Top Apparel Brands in TikTok Shop in 2024
Following Nike, Burlington Stores, and Old Navy, the other clothing brands topping the charts with record sales in Q1 2024 thus far include the following:
Foot Locker, with $115.5M in sales
Victoria’s Secret & Co., selling $103.5M in clothing
AMERICAN EAGLE OUTFITTERS INC., with nearly $94M in TikTok apparel sales
Lululemon, selling nearly $62M on TikTok Shop
H&M Stores, with just over $47M in TikTok apparel sales
Finish Line, selling nearly $47M in clothing thus far in 2024
Rainbow Apparel Co, with nearly $40M in TikTok Shop clothing sales
Will these retailers remain top dogs on TikTok Shop by Black Friday 2024 or after?
We’ll have to check back to see what the latest retailer transaction data reveals and what it could mean for apparel retailers who haven’t set up shop on TikTok Shop yet (for now, however, looking back to Black Friday 2023 data can provide some key context for where retailers are likely setting the bar for 2024 Black Friday sales).
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