Primark retained its position atop the UK fashion brand rankings on TikTok in Q4 2025, generating £15.7 million in earned media value (EMV) through nearly 2,500 content pieces and 940 key opinion leaders, according to Kolsquare‘s latest report analyzing over 85,000 pieces of content from October through December 2025.
The ranking, which evaluated 1,160 fashion brands across 45,348 influencer profiles with more than 5,000 followers, reveals shifts in how fashion brands are approaching the platform, with engagement rates and content efficiency emerging as key differentiators alongside volume-based strategies.
Community-Led Strategies Gain Ground
Gymshark climbed seven positions to second place with £6.14 million in EMV, generated through 1,302 pieces of content and 219 creators. The UK-based athleisure brand’s rise demonstrates what Kolsquare describes as “community-led storytelling and performance-focused content” that delivers substantial EMV with fewer creators than competitors.
H&M advanced five spots to third with £6.06 million in EMV, supported by 522 pieces of content, 292 influencers, and a 7.7% engagement rate. The Swedish retailer’s performance reflects what the report characterizes as “a balanced mix of reach and engagement.”
DFYNE held fourth position with £5.85 million in EMV from 2,346 content pieces and 214 creators, while ASOS rounded out the top five at £3.82 million in EMV through 1,343 pieces of content and 608 influencers.
The report breaks down performance across four fashion segments, each demonstrating distinct approaches to TikTok marketing.
In ready-to-wear, volume and virality continue to drive results. Primark maintained its segment lead with £15.7 million in EMV and an 11.4% engagement rate. H&M took second at £6.06 million, while DFYNE secured third with £5.85 million.
The jewelry and watches category showed markedly different dynamics. Pandora captured first place with £1.13 million in EMV generated from just 63 content pieces, but powered by a 20.1% engagement rate. Boho Moon placed second with £159,633 in EMV from 145 pieces of content and 83 influencers, while Astrid & Miyu took third at £156,136.
Luxury Brands See Exceptional Engagement Rates
The luxury segment demonstrated the most striking engagement metrics. Aspinal of London surged 47 positions to claim first place with £1.71 million in EMV generated from only 10 content pieces and six influencers, achieving a 68.9% engagement rate, the highest across all categories analyzed.
Versace rose 27 positions to second place in luxury with £1.10 million in EMV from 44 pieces of content and 39 creators. Ralph Lauren completed the luxury top three at £493,000 in EMV, notable for its 48.6% engagement rate across 113 pieces of content and 74 influencers.
In lingerie and swimwear, Victoria’s Secret led the category after climbing two positions, generating £2.37 million in EMV through 226 content pieces and 147 creators. SKIMS held second with £1.48 million in EMV and a 13.0% engagement rate from 223 pieces of content. The UK-specific Victoria’s Secret account placed third at £1.35 million.
Movers and Engagement Rate Leaders
Several brands showed notable ranking volatility. In Print We Trust jumped 65 positions to ninth overall with £2.77 million in EMV, generated from 305 pieces of content, 32 creators, and a 15.2% engagement rate. Aspinal of London’s 275-position leap to 18th overall marked one of the quarter’s most dramatic movements.
JD Sports achieved a 36.4% engagement rate on 63 pieces of content, while Birkenstock recorded a 30.5% engagement rate from just 15 pieces of content. Ralph Lauren’s 48.6% engagement rate across the luxury category stood out among established brands.
European Context Shows H&M Dominance
Kolsquare’s parallel European ranking placed H&M first with €31.9 million in EMV across 2,321 pieces of content and 1,197 influencers, demonstrating an 11.9% engagement rate. Primark ranked second in Europe at €23.5 million, while Shein placed third at €23.3 million.
The report notes that EMV is calculated by comparing total brand-related engagement, including likes, comments, and shares, to the cost of those engagements. “It enables us to define the ROI of KOL marketing and to identify the performance of fashion brands on social networks,” according to the methodology section.
The analysis covered content identified through TikTok brand mentions during Q4 2025, with influencers evaluated across profiles with more than 5,000 followers on Kolsquare’s platform.
Nii A. Ahene is the founder and managing director of Net Influencer, a website dedicated to offering insights into the influencer marketing industry. Together with its newsletter, Influencer Weekly, Net Influencer provides news, commentary, and analysis of the events shaping the creator and influencer marketing space. Through interviews with startups, influencers, brands, and platforms, Nii and his team explore how influencer marketing is being effectively used to benefit businesses and personal brands alike.
Primark retained its position atop the UK fashion brand rankings on TikTok in Q4 2025, generating £15.7 million in earned media value (EMV) through nearly 2,500 content pieces and 940 key opinion leaders, according to Kolsquare‘s latest report analyzing over 85,000 pieces of content from October through December 2025.
The ranking, which evaluated 1,160 fashion brands across 45,348 influencer profiles with more than 5,000 followers, reveals shifts in how fashion brands are approaching the platform, with engagement rates and content efficiency emerging as key differentiators alongside volume-based strategies.
Community-Led Strategies Gain Ground
Gymshark climbed seven positions to second place with £6.14 million in EMV, generated through 1,302 pieces of content and 219 creators. The UK-based athleisure brand’s rise demonstrates what Kolsquare describes as “community-led storytelling and performance-focused content” that delivers substantial EMV with fewer creators than competitors.
H&M advanced five spots to third with £6.06 million in EMV, supported by 522 pieces of content, 292 influencers, and a 7.7% engagement rate. The Swedish retailer’s performance reflects what the report characterizes as “a balanced mix of reach and engagement.”
DFYNE held fourth position with £5.85 million in EMV from 2,346 content pieces and 214 creators, while ASOS rounded out the top five at £3.82 million in EMV through 1,343 pieces of content and 608 influencers.
Segment Analysis Reveals Divergent Success Patterns
The report breaks down performance across four fashion segments, each demonstrating distinct approaches to TikTok marketing.
In ready-to-wear, volume and virality continue to drive results. Primark maintained its segment lead with £15.7 million in EMV and an 11.4% engagement rate. H&M took second at £6.06 million, while DFYNE secured third with £5.85 million.
The jewelry and watches category showed markedly different dynamics. Pandora captured first place with £1.13 million in EMV generated from just 63 content pieces, but powered by a 20.1% engagement rate. Boho Moon placed second with £159,633 in EMV from 145 pieces of content and 83 influencers, while Astrid & Miyu took third at £156,136.
Luxury Brands See Exceptional Engagement Rates
The luxury segment demonstrated the most striking engagement metrics. Aspinal of London surged 47 positions to claim first place with £1.71 million in EMV generated from only 10 content pieces and six influencers, achieving a 68.9% engagement rate, the highest across all categories analyzed.
Versace rose 27 positions to second place in luxury with £1.10 million in EMV from 44 pieces of content and 39 creators. Ralph Lauren completed the luxury top three at £493,000 in EMV, notable for its 48.6% engagement rate across 113 pieces of content and 74 influencers.
In lingerie and swimwear, Victoria’s Secret led the category after climbing two positions, generating £2.37 million in EMV through 226 content pieces and 147 creators. SKIMS held second with £1.48 million in EMV and a 13.0% engagement rate from 223 pieces of content. The UK-specific Victoria’s Secret account placed third at £1.35 million.
Movers and Engagement Rate Leaders
Several brands showed notable ranking volatility. In Print We Trust jumped 65 positions to ninth overall with £2.77 million in EMV, generated from 305 pieces of content, 32 creators, and a 15.2% engagement rate. Aspinal of London’s 275-position leap to 18th overall marked one of the quarter’s most dramatic movements.
JD Sports achieved a 36.4% engagement rate on 63 pieces of content, while Birkenstock recorded a 30.5% engagement rate from just 15 pieces of content. Ralph Lauren’s 48.6% engagement rate across the luxury category stood out among established brands.
European Context Shows H&M Dominance
Kolsquare’s parallel European ranking placed H&M first with €31.9 million in EMV across 2,321 pieces of content and 1,197 influencers, demonstrating an 11.9% engagement rate. Primark ranked second in Europe at €23.5 million, while Shein placed third at €23.3 million.
The report notes that EMV is calculated by comparing total brand-related engagement, including likes, comments, and shares, to the cost of those engagements. “It enables us to define the ROI of KOL marketing and to identify the performance of fashion brands on social networks,” according to the methodology section.
The analysis covered content identified through TikTok brand mentions during Q4 2025, with influencers evaluated across profiles with more than 5,000 followers on Kolsquare’s platform.
Image source: Kolsquare
Get the full report here