Kolsquare, Europe’s leading data‐driven influencer marketing platform, has unveiled its definitive rankings for UK fashion brands on both Instagram and TikTok for 2024. Asos topped the charts on Instagram, while Primark took the number one slot on TikTok.

Drawing on data from thousands of influencer profiles and millions of pieces of content—from January to December 2024—Kolsquare calculated each brand’s Earned Media Value (EMV) to provide an unrivalled benchmark of digital influence in the fast‐paced fashion industry.

“Digital engagement is reshaping the fashion landscape,” explains Quentin Bordage, CEO and Founder of Kolsquare. “Our latest rankings highlight the powerhouse brands that have long dominated the market but also the emerging challengers redefining fashion on social media. With our data‐driven approach, brands now have the insights to fine‐tune their influencer strategies and drive stronger returns.”

Asos used 6715 influencers on Instagram in 2024 generating 56,608 pieces of content while Primark took the lead on TikTok with 1548 influencers creating 6088 posts. Both brands have collaborated with influencers who score highly on relatability.

Top influencers for Asos in the past year include, Christie Louise Mac, a plus size fashion blogger who has 54.6K followers, singer Frankie Bridge who has 1.59m followers and showcases the brand’s labels in her Faves Edit and inspired fans to rush out and buy an ASOS design chiffon maxi dress in August last year and Kareena Jethwa, a marketing graduate from Manchester University.

For Primark, top influencers included _lifewithmorgan (17.2k followers) who models the fashion like it’s a luxury brand, mycfrazylifecaroline (40k) who amuses fans with her trademark humour and relatability and Mel Mental 88 (17.8k)  famous for her fashion upcycling.

Ranking top for overall engagement on TikTok was Selfridges scoring an impressive 41%, compared to 9.3% for Primark. On Instagram, Dolce & Gabbana along with Fendi ranked highest with a 13% engagement rate.

TikTok showed stand-out engagement compared to Instagram with Victoria’s Secret getting 29%, Under Armour and Murci achieving 20%.

Below are the top 10 rankings as revealed by  Kolsquare’s comprehensive report that spans categories from ready-to-wear to luxury, revealing the nuanced performance that underpins the digital success of each brand.

UK Top 10 fashion brands on Instagram 2024 (by EMV):

1. Asos – £109.8M
2. Zara – £103.7M
3. H&M – £94.8M
4. Primark – £70.7M
5. Gymshark – £69.8M
6. PrettyLittleThing – £55.8M
7. Next – £42.8M
8. New Look – £39.8M
9. Adidas Football – £38.7M
10. Mango – £33.2M

UK Top 10 fashion brands on TikTok 2024 (by EMV):

1. Primark – £23.83M
2. PrettyLittleThing – £20.96M
3. DFYNE – £19.28M
4. Asos – £14.12M
5. Shein – £11.78M
6. Gymshark – £8.95M
7. H&M – £8.01M
8. Zara – £7.66M
9. Nike – £7.44M
10. TK Maxx – £6.91M

While Instagram remains the preferred arena for high-volume, visually engaging content, TikTok’s dynamic format is empowering fashion and sportswear brands to elevate their digital presence through creative video storytelling.

The reports are available below to download.

100 top fashion brands on TikTok

100 top fashion brands on Instagram