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

Between May 2018 and April 2019, PrettyLittleThing was searched online more than 24 million times on Google UK. The volume of online interest in the fashion brand was more than the combined number of searches for Champion, Gymshark, Balenciaga, and Supreme. According to Pi Datametrics, “established brands” are those which attract solid search volumes, larger than 300 thousand in 2015 in this particular study.

PrettyLittleThing reigns supreme

PrettyLittleThing is owned by the online-only fashion retailer Boohoo. Both PrettyLittleThing and Boohoo have become something of a sensation in the fast fashion world in recent years. In a retail landscape where traditional clothing companies are suffering financial losses, Boohoo has been having its golden age, with record profit levels and and its customer base growing more than two-fold since 2015.

Streetwear culture

Another noteworthy trend to emerge from the most popular fashion brand searches in the UK is the popularity of streetwear brands such as Supreme and Balenciaga. Global consumer research showed that more than 40 percent of shoppers purchased streetwear as frequently as once a month, and said they liked streetwear because they considered it “cool”.

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

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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

* 'Established brands’ are brands with a search volume greater than 300,000 in 2015. Results refer to Google UK searches.
** 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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