Introduction

The data presented here focuses on the outerwear category within the TikTok US market during the month of December. The source of this data provides valuable insights into the performance of various stores selling outerwear on TikTok. Understanding this data is crucial for both consumers who are looking for popular outerwear options and for market players aiming to gauge their performance and strategize accordingly.

Analysis and Conclusions

Data Overview

The data reveals a diverse range of sales figures and performance among the best-selling outerwear stores on TikTok in December. Some stores like Bronco Western Supply Co. had a significant sales volume of 190.08, while others such as Baddienbeautiful and several others had zero sales during the month. The growth trends also vary, with most stores showing a 0% growth rate, except for Baddienbeautiful which had a -100% growth rate indicating a decline from previous periods assuming there was some activity before December. The price ranges of the outerwear products sold by these stores also differ, with prices ranging from $0.00 to $109.99.

Detailed Analysis

Bronco Western Supply Co.

Bronco Western Supply Co. emerged as a top performer in December with a sales volume of 190.08. With a 0% growth rate, it seems to have maintained a steady performance. The average price per unit sold was $63.36, and it contributed a significant 41.49% to the overall market share based on the data provided. This could potentially be due to its established brand presence, quality of outerwear products, or effective marketing strategies on TikTok that have resonated with the US consumers.

De Rancho

De Rancho had a sales volume of 109.99 in December with a 0% growth rate as well. The average price per unit was $109.99, and it accounted for 24.01% of the market share. Its relatively high price point might suggest that it targets a specific segment of consumers who are willing to pay a premium for their outerwear. Perhaps their unique designs or high-quality materials are attracting customers on TikTok.

Urban Nomad Boutique

Urban Nomad Boutique had a sales volume of 76.62 and a 0% growth rate. The average price per unit was $76.62, contributing 16.72% to the market share. This store might be appealing to a particular niche of consumers with its specific style of outerwear offerings. Its marketing efforts on TikTok could be focused on reaching out to this targeted audience.

Kabayare Fashion

Kabayare Fashion had a sales volume of 42.25 and a 0% growth rate. The average price per unit was $42.25, with a 9.22% market share contribution. It could be that their outerwear products are competitively priced, attracting budget-conscious consumers on TikTok.

Edikted

Edikted had a sales volume of 39.2 and a 0% growth rate. The average price per unit was $39.20, accounting for 8.56% of the market share. Their success might be attributed to a combination of factors such as trendy designs, appropriate pricing, and effective use of TikTok as a marketing platform.

Low or Zero Sales Stores

Stores like Baddienbeautiful, The Vintage Hippie LLC, Grace Uplifted, YOZY-New in, and BeautyM&C had zero sales in December. For Baddienbeautiful, the -100% growth rate indicates a significant setback. There could be multiple reasons for these low or zero sales figures. It could be due to lack of brand awareness, ineffective marketing on TikTok, or simply not offering products that match the current consumer preferences in the outerwear category on TikTok during December.

Summary

The outerwear market on TikTok in the US during December shows a clear divide between successful and struggling stores. Key factors influencing market performance include brand reputation, product quality, pricing, and effective marketing on TikTok. For industry practitioners, it is essential to focus on building a strong brand, offering quality products at competitive prices, and leveraging TikTok's marketing capabilities to reach the target audience. Stores that can identify and adapt to the changing consumer preferences in outerwear on TikTok are more likely to succeed in this competitive market.