This report identifies and ranks the Top 10 Most Mentioned Fashion Brands by Influencers in 2025, based on a custom ranking focused exclusively on social media mention volume and engagement. The analysis synthesizes data from Earned Media Value (EMV) on TikTok and strategic influencer engagement on Instagram, providing a clear picture of brand visibility, (while we can assume paid hauls and unboxing may have played a role, we are unable to verify unless a sponsored tag is used), overall these fashion brands had the most mentions in 2025z The ranking is dominated by brands that have achieved massive scale and high engagement, with Primark securing the top position due to its exceptional Earned Media Value on TikTok combined with a strong, strategic Instagram presence. Our Ranking Criteria The ranking criteria focus solely on social media mentions by weighing two key performance indicators (KPIs) derived from social media data for the…
2025 period. KPI Weight (Max Points) Data Source & Rationale TikTok Earned Media Value (EMV) Score 70 points Based on Kolsquare’s EMV data for ready to wear brands on TikTok in the UK. EMV is a proxy for the total value generated by influencer mentions, capturing broad reach and brand visibility.
Instagram Presence Score 30 points A score awarded to brands identified by Kicksta as “killing it on Instagram” through strategic influencer and content campaigns. This is a qualitative measure of positive, high quality engagement and brand strategy. The total score for each brand is the sum of these two weighted components.
Top 10 Most Mentioned Fashion Brands by Influencers The following table presents the final ranking of the top 10 fashion brands, based on the combined Total Score from the revised custom methodology.
Rank Brand Total Score TikTok EMV Score (Max 70) Instagram Score (Max 30) Primary Driver of Success 1 Primark 100.00 70.00 30 Mass-Market Reach & EMV 2 H&M 57.44 27.44 30 Strategic Instagram & TikTok Presence 3 DFYNE 50.18 50.18 0 High-Volume TikTok Mentions (Athleisure) 4 Shein 50.16 20.16 30 Influencer Hauls & Short-Form Content 5 Zara 49.99 19.99 30 Minimalist…
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