Introduction to TikTok’s Consumer Preferences
A ground-breaking study conducted by the journey advertising platform, illumin, has meticulously examined the top 50 TikTok videos tagged under clothing and home hauls. This research aimed to pinpoint which brands and products dominate these hauls in terms of popularity and frequency of appearance.
Dominance of SHEIN and Emerging Brands
SHEIN emerges as the leading brand in these hauls, representing an astounding 42% of all products listed across both home and clothing segments. Each item from SHEIN averages at a cost-effective $9.33. The brand’s meteoric rise to a valuation of 100 billion USD is particularly noteworthy, with a significant portion of its consumer base, 57%, falling in the 18-34 age bracket.
Following SHEIN, H&M and the Boston-based Temu have carved their niches, securing 8.2% and 7.7% respectively in the total products featured across these hauls.
Analysis of Top 10 Haul Brands
A closer look at the top 10 brands in the hauls reveals a diverse array of retailers:
- SHEIN: 42.8%
- H&M: 8.2%
- Temu: 7.7%
- Walmart: 7.2%
- Amazon Home: 6.2%
- Cotton On: 4.1%
- IKEA: 3.6%
- Brandy: 2.6%
- Zara: 2.1%
- ma.debyc: 1.5%
Fashion Vs. Home Hauls: A Comparative Insight
The research also highlights a distinction between clothing and home hauls. Fashion videos showcased a broader range of products, with tops being the most purchased item. An illumin spokesperson commented, “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.”
In contrast, bottoms, especially tailored trousers and cargo pants, are rising in popularity, signaling a departure from traditional jeans. This trend is influenced by the rise of remote work and a preference for comfort and minimalism in fashion choices.
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Home Haul Trends: Kitchenware Leads the Charge
In the realm of home hauls, SHEIN again tops the list, accounting for 50% of the items. Temu and Amazon Home follow closely. Kitchenware is the star of home hauls, constituting 36.2% of items, with home accessories and office accessories trailing behind.
Garden items, however, account for a mere 1.2% of the total haul, a trend attributed to the urban living conditions of younger demographics, as explained by an expert: “younger people are more likely to live in high-cost cities, meaning this age bracket has less access to green areas and gardens, indicating fewer young people need gardening equipment. This will result in fewer brands partnering with influencers to promote this product or pushing ads on social media platforms like TikTok.”
This illumin study not only highlights the prevailing trends in TikTok hauls but also offers valuable insights into the changing patterns of consumer behavior and the influential role of social media in shaping modern shopping habits.
