Shein Is the Most Popular Brand for Fashion Hauls on TikTok, According to Advertising Platform

Shein is the most popular brand for hauls on TikTok, according to data from advertising platform Illumin.

The company analyzed the 50 most popular TikTok clothing and home hauls to reveal which products and brands influencers buy most often. Shein was the brand that appeared the most under the hashtag #hauls, accounting for 42 percent of the total products listed across home and clothes hauls, with an average cost of $9.33 per item.

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Shein has exploded in popularity in recent years, with a $100 billion valuation and customer base primarily aged between 18 and 34.

H&M was the second most popular brand for hauls, accounting for 8.2 percent of total products featured in #hauls. And Boston-based online marketplace Temu was the third most popular brand, with 7.7 percent of items featured.

Other brands that cracked the top included Walmart, Amazon Home, Cotton On, Ikea, Brandy, Zara and Ma.debyc.

Despite the variety of items featured in the videos, tops were the most purchased product.

“Tops are far more versatile than dresses and ‘bottoms’ since they can be mixed, matched, and accessorized in different ways. It makes sense that tops are the most popular clothing item in #hauls as it signifies a shift in consumption culture towards pieces that have more versatility,” an Illumin spokesperson said in a statement.

Bottoms were the second most popular clothing item, accounting for 26.3 percent of products shown, with tailored trousers and cargo pants proving more popular than jeans.

The shift in popularity from jeans is attributed to the rise in work-from-home, as consumers are opting for more relaxed tailored options.

In the home category, TikTok hauls showed a similar pattern to clothing: Shein was the top brand, Temu was second and Amazon Home was third.

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