Gen Z: fashion stores brand usage UK 2023

Primark was the leading fashion store in the UK, based on brand usage among Generation Z in 2023. The predominantly UK based retailer is used by 59% of internet users, 11 percentage points more than second placed H&M.

Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the GCS Brand Profiler.

Leading fashion stores among Generation Z ranked by brand usage in the United Kingdom (UK) in 2023

Characteristic	Share of respondents
Primark	59%
H&M	48%
Zara	32%
TK Maxx	32%
Boohoo	31%
George.	30%
Next	28%
M&S	26%
New Look	25%
Fashion Nova	19%
Jack & Jones	17%
Matalan	16%
John Lewis	15%
Hollister	15%
Debenhams	14%
Gap	14%
Weird Fish	11%
USC	10%
Mango	10%
Abercrombie & Fitch	9%
Other	2%

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Release date

November 2023

More information

Region

United Kingdom

Survey time period

September 22 to October 6, 2023

Number of respondents

246 respondents

Age group

Gen Z

Special properties

Respondents who know the individual brand

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "When it comes to fashion stores, which of the following brands have you used in the past 12 months?"

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