On trend: The UK’s top fashion brands of 2024
When it comes to fashion, which brands are winning the hearts—and carts—of UK consumers? From timeless staples to trendsetters shaping the future, we’ve compiled the definitive rankings of the most considered fashion brands in the UK.
Leveraging data from YouGov’s always-on brand tracker, we can reveal the top names among the general population, but also those dominating with men, women, and Gen Z.
Plus, we spotlight the brands making the biggest year-on-year gains—showcasing which brands are on the rise.
Ready to discover which fashion brands are setting the style agenda as we enter 2025?
- Top 10 fashion retail brands among the general population
- Top 10 fashion retail brands among men
- Top 10 fashion retail brands among women
- Top 10 fashion retail brands among Gen Z
- The most improved fashion retail brands year-on-year
Top 10 fashion retail brands among the general population in the UK
Marks & Spencer leads the way as the fashion retailer with the highest consideration in the UK, with over half stating they would consider the brand when they are next in-market to purchase (50.7%).
Nike (41.2%), adidas (38.9%), Next (37.9%), and Primark (31.9%) complete the top five.
Top 10 fashion retail brands among men in the UK
Marks & Spencer leads the way among the male demographic with a consideration score of 44.6%, followed by Nike (42.6%), adidas (42.5%), Next (34.5%), and The North Face (28.3%).
Top 10 fashion retail brands among women in the UK
Marks & Spencer also takes the top spot as the most considered fashion brand among women in the UK, with a consideration score of 55.9%.
Next secures second place (41.2%), followed by Nike (39.7%), Tu Clothing (37.4%), and Primark (36.0%) to complete the top five.
Supermarket fashion labels have a strong presence in the top 10, with Tu Clothing, F&F Clothing (32.4%), and George (30.5%) making the top 10 list.
Top 10 fashion retail brands among Gen Z in the UK
Sportwear brands reign supreme with Gen Z, with Nike and adidas claiming the top two most considered brands among the demographic.
56.6% of Gen Z would consider Nike when they are next in-market, followed by adidas (45.8%), H&M (39.3%), Primark (35.4%) and Marks & Spencer (31.7%).
Most improved fashion retail brands year-on-year in the UK
Levi’s leads the way as the most improved fashion retail brand in the UK, with a year-on-year consideration increase of 3.1 percentage points.
Adidas follows in second place, recording a growth of 3.0 percentage-points.
Gucci and Prada both made the top 10 list with +3.0 and +2.1 percentage-point growth respectively, hinting at an increase in consumer consideration of luxury brands this year.
Discover more brand rankings
Looking for a global view? Check out our fashion brand rankings for the United States, Germany, France, Singapore, and the Kingdom of Saudi Arabia.
Methodology
YouGov BrandIndex collects data on thousands of brands every day.
Brands are ranked based on their consideration score. To determine a brand’s consideration score, respondents are asked: When you are in the market next to purchase clothing and apparel, from which of the following would you consider purchasing?
For a brand to qualify, a minimum base size of 300 (N) is required. To qualify as a top ranked brand, brand must have scores for at least 6 months (183 days).
To qualify as a most improved brand, brand must have scores for at least 18 months (548 days).
Scores in this article are based on daily sample sizes of approximately 700 to 5100 depending on audience.
Date ranges: November 1st, 2023, to October 31st, 2024 (2024) and November 1st, 2022, to October 31st, 2023 (2023).