Top 10 most mentioned “ready-to-wear” brands in Germany on TikTok

In 2026, TikTok confirmed its key role in ready-to-wear in Germany, with a ranking dominated by players capable of combining fame, volume and community affinity. H&M is well ahead with more than €8.1 million in EMV, illustrating the ability of fast fashion to generate an impact on relatively concentrated activations. Zalando followed with €4.1 million, capitalizing on its position as a key platform, while New Yorker confirmed its local presence thanks to a sustained volume of content. Behind this trio, TeVeo is distinguished by a high intensity of activation, while Shein appears with a more atypical performance, based on very few mentions but a large base of creators. Rabanne and Stradivarius illustrate the growing appeal of labels with a strong identity on TikTok, alongside Jean Paul Gaultier, who shows that fashion heritage can also find its place in the short format. Gina Tricot and Dropsize close the rankings with more targeted strategies, revealing a German market where international giants, established local brands and more niche labels coexist, each testing the potential of TikTok for ready-to-wear in its own way.