September in Fashion: Next on top, H&M growing fast

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Unlocked is a weekly insight series that highlights the biggest and fastest-growing brands in each retail sector for the previous month.

With Fashion Month behind us, let’s take a look at the brand search winners in the world of fashion for September.

While brand search demand in the fashion sector overall dropped by about 5% YoY in September, top brand Next stood out from the rest with 9% of market share. H&M was the fastest-growing in terms of brand search, with 0.48% market share difference and 15% market share percentage change.

We can see the power of social media virality in this month’s stats – Adidas and Ralph Lauren both had viral Fashion Month moments in September, with their Avavav collaboration and celeb-laden catwalk respectively. It’s interesting to note that they had the biggest growth in market share percentage change during Fashion Month, in a landscape where so many brands were vying for attention.

Top 10 <Market Share Winners>

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

• Next: 9.01% (-0.01)
• Shein: 6.15% (-0.09)
• Sports Direct: 5.07% (-0.25)
• Primark: 4.93% (+0.29)
• TK Maxx: 4.80% (-0.81)
• ASOS: 4.25% (+0.07)
• Matalan: 3.82% (-0.01)
• H&M: 3.67% (+0.48)
• New Look: 3.37% (-0.21)
• Very: 3.29% (+0.19)

Figures in brackets represent YoY growth

Top 10 <Fastest-Growing Fashion Brands>

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

• H&M: +0.48% (+15.01%)
• Adidas: +0.38% (+38.44%)
• Harrods: +0.38% (+35.14%)
• Hollister: +0.29% (+75.98%)
• Primark: +0.29% (+6.19%)
• Ralph Lauren: +0.24% (+77.06%)
• Mountain Warehouse: +0.22% (+27.48%)
• New Balance: +0.21% (+17.44%)
• Very: +0.19% (+5.99%)
• North Face: +0.17% (+19.23%)

Figures in brackets represent market share % change

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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