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Leading fashion retailers in the UK 2015-2019, by brand search volume

Since 2015, internet users’ interest in the UK clothing sector swayed for the better for a minority of brands. Matalan, JD Sports, and PrettyLittleThing were the three retailers for which brand name queries on Google’s UK platform saw an increase in the period between May 2018 and April 2019, compared to the same period in 2015 and 2016.

Designer brands are in

According to data compiled by Pi Datametrics, UK’s household fashion brands such as John Lewis and Marks and Spencer declined in popularity based on the volume of searches performed on Google UK. In fact, same research also revealed that internet users lost interest in department store brands, as this category suffered a 10 percent decrease in brand searches. Instead, fashion shoppers on the internet were more curious about designer brands and sportswear.

Shifting plates in the department store market

Department store retailers like Marks and Spencer are losing their mojo not only in internet popularity, but also in their sales performance. Market shares once enjoyed by UK’s household fashion companies are shrinking as up and coming brands are bidding to be the new champions of UK fashion retail.

Leading fashion retailers in the United Kingdom (UK) from May 2015 to April 2019, by brand search volume (in millions)*

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Release date

July 2019


United Kingdom

Survey time period

May 2015 to April 2016 and May 2018 to April 2019

Number of respondents


Supplementary notes

* Results refer to brand searches made on Google UK.
** The category breakdown of retailers included in this study is as follows: fast fashion; department stores; clothing brand/retailer; sportswear/outdoor wear; designer; footwear; and lingerie.

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Statistics on "Online clothing market in the United Kingdom (UK)"

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