illumin Sheds Light on Influencer-Driven Market Trends
In a groundbreaking analysis, journey advertising platform illumin has meticulously examined the top 50 TikTok videos categorized under clothing and home hauls. This study reveals significant insights into the brands and products that influencers are buying most frequently.
SHEIN Dominates the Hauls Scene
Emerging as a predominant player, SHEIN captured a staggering 42% of the total products featured in these hauls, boasting an average cost of just $9.33 per item. With its skyrocketing valuation at 100 billion USD, SHEIN has garnered immense popularity, particularly among the 18-34 age demographic, who constitute 57% of its consumer base.
Other Key Players in the Market
While SHEIN leads the pack, other brands like H&M and the Boston-based online marketplace Temu also mark their presence. H&M accounts for 8.2%, while Temu follows closely with 7.7% of the total products featured in these trending hauls.
Top 10 Brands Making Waves in Hauls
- 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%
Also read: Corporate Social Responsibility: Sincere Commitment or Strategic PR Move?
The Apparel Preference: Tops Over Bottoms
The analysis also highlights a distinct preference for tops, showcasing a trend towards versatile and low-maintenance clothing items. 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.”
The Decline of Jeans and Rise of Comfort Wear
With a notable 26.3% presence in the hauls, bottoms, particularly tailored trousers and cargo pants, are gaining traction over traditional jeans. This shift indicates a preference for comfort and practicality, especially in the context of the increasing trend of working from home.
Home Hauls: Kitchenware and Accessories Lead
SHEIN also emerges as the top brand in TikTok home hauls, representing 50% of the featured items. Kitchenware takes the lead in home shopping preferences, followed by home and office accessories. This trend aligns with the lifestyle of younger demographics in urban centers, who have limited access to garden spaces.
Expert Insights on Market Dynamics
Experts suggest that this trend is influenced by the urban living conditions of millennials and Gen Z, leading to a decreased demand for gardening items and a surge in indoor nature-themed products like house plants.
This extensive research by illumin not only provides a clear picture of current market trends but also offers valuable insights for brands aiming to align with the preferences of the younger, digitally savvy consumer base.
