October in Fashion: Next is Biggest and Fastest-Growing

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While overall brand search demand in the fashion sector fell by 11% YoY in October, Next continued to dominate, with top spots as both the most in-demand and fastest-growing fashion brand.

In keeping with what we saw during September, Ralph Lauren and Adidas have continued to ride the high of their viral Fashion Month moments, with strong growth in market share during October. Hollister’s TikTok-famous “bow jeans” also kept driving impressive growth for the brand.

In terms of non-branded search, Brits are feeling the cold with coats in hot demand, and some are preparing for their graduation ceremonies, with graduation dresses among the top 10 most searched-for items in October.

Top 10 <Market Share Winners>

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

• Next: +9.69% (+0.51%)
• Shein: +6.68% (-0.17%)
• Sports Direct: +4.64% (-0.30%)
• Primark: +4.60% (+0.12%)
• TK Maxx: +4.58% (-0.61%)
• ASOS: +4.37% (+0.08%)
• Matalan: +3.59% (-0.51%)
• New Look: +3.51% (-0.21%)
• JD Sports: +3.46% (-0.92%)
• Zara: +3.04% (-0.01%)

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

Top 10 <Fastest-Growing Fashion Brands>

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

• Next: +0.51% (+5.50%)
• H&M: +0.42% (+16.70%)
• Adidas: +0.37% (+42.22%)
• Hollister: +0.26% (+63.00%)
• Harrods: +0.23% (+31.68%)
• New Balance: +0.22% (+19.51%)
• Mango: +0.20% (+22.61%)
• Very: +0.17% (+6.27%)
• Mountain Warehouse: +0.14% (+17.73%)
• Ralph Lauren: +0.14% (+52.94%)

Figures in brackets represent market share % change

Top 10 <Non-Branded Fashion Products>

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

• Slacks: +20.15% (171,516)
• Trench coat: +36.84% (106,447)
• Graduation dress: +28.42% (121,765)
• Corset: +35.52% (96,237)
• Jeans: +20.79% (135,830)
• Red dress: +18.15% (135,854)
• Fur coat: +39.20% (73,324)
• Faux fur coat: +27.35% (92,689)
• Running shoes: +22.64% (98,323)
• Watches: +7.49% (246,825)

Figures in brackets represent searches in October 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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