• Knowledge Centre
  • UK Online Shopping Statistics: The Most Searched for Fashion Retailers in 2015

There’s a big difference between someone searching for a product and then finding your brand in the results, and someone actively seeking your brand on Google.

The number of people that search for a retailer can tell you a lot about that brand’s appeal. From whether their ad campaign captured public imagination to word-of-mouth marketing. Whatever it is, something has made people search for your brand on Google.

To explore this, we’ve looked at the most searched for retailers in the fashion sector – including high street fashion, department stores and pure play e-tailers.

*We’ve searched Google Adwords data for the brand name, from January 2015 to December 2015 for UK traffic, and the results published here are the approximate figures provided by Google. 

 

Top 15 Most Searched for High Street Fashion Retailers

Next - high street fashion

First up, here are the top 15 most searched for high street fashion retailers in the UK. We’ve included the average monthly search volume, as well as the search volume for the months of November and December, so that you can see the jump around Black Friday and Christmas.

Position Retailer Average monthly search volume November search volume December search volume
1. Next 7,480,000 7,480,000 7,480,000
2. New Look 4,090,000 6,120,000 6,120,000
3. River Island 3,350,000 4,090,000 4,090,000
4. Topshop 2,740,000 3,350,000 3,350,000
5. Matalan 2,240,000 3,350,000 2,740,000
6. Zara 1,500,000 2,740,000 2,240,000
7. H&M 1,220,000 1,830,000 1,500,000
8. TK Maxx 1,000,000 1,830,000 1,500,000
9. Primark 1,000,000 1,500,000 1,220,000
10. Miss Selfridge 823,000 1,000,000 823,000
11. Urban Outfitters 673,000 1,000,000 1,000,000
12. Topman 673,000 1,000,000 1,000,000
13. Monsoon 673,000 673,000 673,000
14. Superdry 550,000 1,000,000 1,000,000
15. Jack Wills 550,000 1,000,000 1,000, 000

 

What you can see here is that Next is quite clearly the giant of online fashion retail – with several million more searches than even New Look and Top Shop. Overall, brands aimed at young shoppers are searched for more – reflecting this generation of digital natives.

 

Top five most searched for department stores

john lewis - department stores

When it comes to department stores, there aren’t as many to compare – so here are the top five from 2015. No surprises on the winner, but what might surprise you is how the number of people searching for John Lewis nearly doubled in December – a larger increase than any other retailer in our research.

Position Retailer Average monthly search volume November search volume December search volume
1. John Lewis 6,120,000 9,140,000 11,100,000
2. Debenhams 5,000,000 9,140,000 7,480,000
3. Marks and Spencer 4,090,000 6,120,000 6,120,000
4. House of Fraser 2,240,000 3,350,000 4,090,000
5. BHS 1,220,000 1,830,000 1,830,000

 

 

Top five most searched for pure play online fashion retailers

Asos - pure play

While Planet Retail and many others predict pure play e-tail to cease to exist by 2020, there are several online fashion retailers that are challenging this prediction. Amazon may be expanding its empire to include a physical presence, but if you want to see the power that its predominately online store has, just look at the search volume. Amazon has an average monthly search volume in the UK of 20,400,000, rising to 24,900,000 for November and the Black Friday deals.

When it comes to fashion retail, no one can compete with figures like that. Here are the top five pure play fashion retailers by search volume:

Position Retailer Average monthly search volume November search volume December search volume
1. Asos 4,090,000 6,120,000 5,000,000
2. Boohoo 1,830,000 2,740,000 1,830,000
3. Pretty Little Thing 368,000 550,000 550,000
4. Net-a-Porter 246,000 301,000 368,000
5. Zalando 165,000 246,000 201,000

What’s interesting is that many of these e-tailers see their traffic peak in November instead of December, suggesting that shoppers might not trust the delivery times of an online-only retailer.

 

Christmas winners in 2015

christmas

To see which fashion retailers had the highest search volume over the festive season, we’ve looked at high street retailers, department stores and pure play e-tailers together. First up, here’s the number of searches the top retailers received in November, covering Black Friday deals and early Christmas shoppers.

Position Retailer November search volume
1. John Lewis 9,140,000
2. Debenhams 9,140,000
3. Next 7,480,000
4. Marks and Spencer 6,120,000
5. Asos 6,120,000
6. New Look 6,120,000

There are no surprises that John Lewis is in the lead (what with their Christmas adverts making the headlines every year), but what is interesting is how traditional retailing giant, Marks and Spencer, is tied with pure play e-tailer, Asos, when it comes to November search volume.

 

Next up, here’s the average search volumes during the frenzied Christmas shopping month of December. John Lewis is still in the lead, with several million more searches than Next, but what’s interesting is that Asos has dropped behind, perhaps showing that when shoppers need guaranteed delivery, they’re more likely trust a retailer with a physical presence.

Position Retailer December search volume
1. John Lewis 11,100,000
2. Next 9,140,000
3. Debenhams 7,480,000
4. Marks and Spencer 6,120,000
5. New Look 6,120,000
6. Asos 5,000,000

 

Overall 2015 Winners

fireworks

Finally, here are the overall winners when it comes to average search volume – combining department stores, high street retail and e-tail. We’ve put them all together, and here are the retailers that have come out on top across 2015:

Position Retailer Average monthly search volume November search volume December search volume
1. Next 7,480,000 7,480,000 9,140,000
2. John Lewis 6,120,000 9,140,000 11,100,000
3. Debenhams 5,000,000 9,140,000 7,480,000
4. Marks and Spencer 4,090,000 6,120,000 6,120,000
5. Asos 4,090,000 6,120,000 5,000,000
6. New Look 4,090,000 6,120,000 6,120,000

 

Despite John Lewis’ huge surge over Christmas, Next has a higher search volume throughout the year, with around 7.5 million people googling their brand every month in the UK. The results also show the diversity in retail today, with pure play e-tailers such as Asos, matching the search volume of traditional department stores, such as Marks and Spencer.

 

While it’s hard to pinpoint exactly what leads to an increase in search for a retailer, it can be seen as a reflection of their reputation, target audience, marketing, advertising, as well as the quality of their website. Plus, looking at the search volume is a good way to compare how different retailers are perceived.

To find out how you can design a joined-up omnichannel strategy to impress your shoppers, head over to our omnichannel page.

Which result surprised you the most? Share your thoughts below.