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Asos and Primark Crowned UK’s Social Media Fashion Champs in 2024 by Kolsqaure
In a year where scroll-stopping style ruled the digital runway, Asos and Primark have strutted their way to the top of the UK fashion scene, dominating Instagram and TikTok respectively. That’s the verdict from Kolsquare, Europe’s go-to data-driven influencer marketing platform, which has just dropped its 2024 rankings of the nation’s most influential fashion brands. Crunching numbers from thousands of influencer profiles and millions of posts spanning January to December, Kolsquare’s Earned Media Value (EMV) metrics reveal who’s truly wearing the crown in the fast-moving world of online fashion.
Asos reigned supreme on Instagram, racking up a whopping £109.8 million in EMV, while Primark stole the TikTok spotlight with £23.83 million. “Digital engagement is reshaping the fashion landscape,” says Quentin Bordage, Kolsquare’s CEO and founder. “These rankings spotlight the heavyweights and the rising stars shaking up the game. With data like this, brands can sharpen their influencer strategies and see real results.”
Asos: Instagram’s Style Sovereign
On Instagram, Asos flexed its influencer muscle, collaborating with 6,715 creators who churned out 56,608 posts in 2024. The brand’s secret sauce? Partnering with relatable voices who resonate with real people. Take Christie Louise Mac, a plus-size fashion blogger with 54.6K followers, who’s been championing Asos’ inclusive sizing. Then there’s Frankie Bridge—singer, style icon, and proud owner of 1.59 million followers—whose Faves Edit sent fans into a frenzy last August, clamouring for an Asos chiffon maxi dress. Add in Kareena Jethwa, a Manchester Uni marketing grad turned influencer, and you’ve got a trio proving Asos knows how to pick ‘em.
Primark: TikTok’s Budget Glam Guru
Over on TikTok, Primark proved you don’t need a luxury budget to make a big splash, teaming up with 1,548 influencers for 6,088 posts. The high-street hero leaned into authenticity with creators like _lifewithmorgan (17.2K followers), who styles Primark hauls with couture-level flair, and mycfrazylifecaroline (40K followers), whose humour and down-to-earth vibe keep fans hooked. Mel Mental 88 (17.8K followers) rounds out the pack, wowing followers with her fashion upcycling wizardry. Primark’s EMV may have hit £23.83 million, but its engagement rate of 9.3% was outshone by Selfridges, which strutted to a dazzling 41% on the platform.
The Bigger Picture: Who Else Made the Cut?
The top 10 lists are a dazzling mix of high street, sportswear, and luxury. On Instagram, Zara (£103.7M) and H&M (£94.8M) trailed Asos, while Primark (£70.7M) and Gymshark (£69.8M) rounded out the top five. TikTok saw PrettyLittleThing (£20.96M) and DFYNE (£19.28M) hot on Primark’s heels, with Asos (£14.12M) and Shein (£11.78M) keeping the pace.
Engagement-wise, TikTok proved its edge over Instagram. Victoria’s Secret clocked a steamy 29%, while Under Armour and Murci each flexed at 20%. On Instagram, Dolce & Gabbana and Fendi tied for the win with a chic 13%. Clearly, TikTok’s short, snappy videos are giving brands a creative boost—think sportswear stunts and fashion-forward storytelling—while Instagram remains the king of polished, picture-perfect moments.
Why It Matters
For fashion fans, this is more than just a popularity contest—it’s a peek into how brands are winning hearts (and wallets) in 2024. Asos and Primark’s knack for tapping relatable influencers shows that authenticity still trumps all, even in a world of filters and fast fashion. Meanwhile, the data offers brands a treasure map to navigate the ever-shifting sands of social media influence.
Fancy a deeper dive? Kolsquare’s full reports—covering the top 100 fashion brands on both platforms—are available for download. Whether you’re a style obsessive or just curious about who’s ruling your feed, it’s a cracking read.
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