September in Fashion: Next and Primark are search winners

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While overall brand search demand in the fashion sector dropped by about 6% YoY in September, Next and Shein dominated with 10% and 6% of market share respectively. Primark was the fastest-growing in terms of brand search, with 0.38% market share difference and 9% market share percentage change.

Following their viral Fashion Month moments, Ralph Lauren and Adidas both showed impressive growth in market share during September. They were joined by Hollister, as the brand’s “bow jeans” have recently gone viral among the Coquettecore crowd, with plenty of buzz on TikTok.

In terms of non-branded search, we can clearly see the change of season reflected as warm winter items like coats and jackets top the list.

Top 10 <Market Share Winners>

[Brands with the biggest share of brand search demand in September]

• Next: +10.15% (+0.07%)
• Shein: +6.22% (-0.15%)
• Sports Direct: +4.84% (-0.10%)
• Primark: +4.72% (+0.38%)
• TK Maxx: +4.55% (-0.77%)
• ASOS: +4.41% (+0.04%)
• Matalan: +3.84% (+0.00%)
• H&M: +3.57% (+0.32%)
• New Look: +3.54% (-0.11%)
• Zara: +3.24% (+0.11%)

Figures in brackets represent YoY growth based on share of brand search demand

Top 10 <Fastest-Growing Fashion Brands>

[Fastest-growing fashion brands in September, according to brand search demand]

• Primark: +0.38% (+8.71%)
• Adidas: +0.37% (+38.15%)
• Harrods: +0.35% (+34.52%)
• H&M: +0.32% (+9.93%)
• Hollister: +0.30% (+80.04%)
• Ralph Lauren: +0.23% (+87.02%)
• Very: +0.21% (+7.63%)
• Mountain Warehouse: +0.20% (+27.20%)
• New Balance: +0.19% (+15.46%)
• Mango: +0.13% (+14.11%)

Figures in brackets represent market share % change

Top 10 <Non-Branded Fashion Products>

[Fashion items with the biggest year-on-year search increase]

• Puffer jacket: +63.64% (221,061)
• Trench coat: +40.84% (233,063)
• Jacket: +29.56% (286,130)
• Mens coats: +24.39% (305,603)
• Mens jumpers: +16.36% (273,776)
• Mens puffer jacket: +37.39% (138,250)
• Jeans: +26.21% (162,510)
• Fur coat: +43.24% (103,149)
• Boys pyjamas: +38.89% (110,210)
• Mens tracksuits: +14.29% (239,330)

Figures in brackets represent searches in September 2024 (UK only)

How we get the data

The data above comes from the ‘Share of Search’ tool on our proprietary market data tracker, Metis – it’s what we, and our clients, use to deliver unprecedented growth and unlock actionable opportunities 4x faster than the competition.

Share of brand search is a powerful metric for diagnosing brand health and contextualising market performance – providing a view of where your brands sit in relation to your unique competitor set and the industry at large.

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