Australian-born global retailer Cotton On is the fourth-most popular fashion brand appearing in TikTok’s haul video trend.
Haul videos are where users show off new and usually large purchases across various retail categories.
The news comes from research carried out by advertising platform Illumin, which analysed the top 50 most popular TikTok clothing and home hauls.
According to the research, 7.4% of products featured in TikTok fashion hauls were from Cotton On. This is behind Walmart (12%), H&M (14.8%) and Shein (38%).
Cotton On came ahead of Italian-born brand Brandy Melville (4.6%), Zara (3.7%), Adidas (1.9%), Amazon (1.9%), Hollister (1.9%) and, in tenth place, Mure and Grand (1.9%).
When it comes to TikTok haul videos across both fashion and home, Cotton On came in sixth, with 4.1% of its products featured. Shein took first place at 42.8%, H&M came second at 8.2% and Temu was in third place at 7.7%. This was followed by Walmart (7.2%) and Amazon Home (6.2%).
Following Cotton On was Ikea (3.6%), Brandy Melville (2.6%), Zara (2.1%) and ceramic brand ma.debyc at 1.5%.
Research also found that tops were the most purchased product, indicating consumers favour versatile and low-maintenance clothing items.
“Tops are far more versatile than dresses and ‘bottoms’ since they can be mixed, matched, and accessorized in different ways,” an Illumin spokesperson said. “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.”
Bottoms were the second most popular clothing item, accounting for over a quarter (26.3%) of products shown, with tailored trousers and cargo pants proving more popular than jeans.
“Jeans have long been falling out of favour with younger shoppers, who have shunned the once-popular skinny jean in favour of more comfortable, tailored pieces.
The rise of working from home has also contributed to this, with workers opting more for comfort over style. This has prompted a rise in trends like quiet luxury and minimalism, as shoppers opt for diverse pieces over those that require a lot of styling.”
Meanwhile, the data showed Shein’s overall haul had an average cost of $9.33 per item.
The company, which is valued at US$100 billion, has reportedly lodged confidential paperwork with US securities regulators in the intention to go public.
According to Illumin’s research, 57% of Shein’s shoppers are aged between 18 and 34.