UK Fashion: What’s Driving Growth (and What’s Not)
The UK retail landscape never stands still, and fashion is often where changes in consumer behaviour become most visible. As you plan for the next of 2025, it’s essential to understand how both market dynamics and seasonal influences are shaping demand. The latest Metis data provides a clear window into what’s driving growth, where challenges lie, and how you can act to capture opportunity before your competitors do.
While overall fashion sector brand search is down by 5.12% year-on-year, the non-brand picture looks brighter. Product-led search is up 2.61%, signalling that even as loyalty to specific brands may falter, the appetite for particular products is climbing. This is your cue to shift emphasis towards product-led SEO and content strategies that directly address consumer needs in real time. By being responsive to demand patterns, you place yourself in a stronger position to influence purchasing decisions when it matters most.
Who’s Winning in Market Share?
Some household names are reinforcing their dominance, while others are showing signs of strain. High-street leaders Next and Primark are enjoying growth in market share, thanks in part to strategies that blend affordability with responsiveness to fashion trends. Sports Direct and TK Maxx, on the other hand, have experienced declines, demonstrating how quickly fortunes can shift in such a competitive environment.
Top 10 Brands by Market Share (August 2025, Metis data):
For you, the takeaway is clear: market share is no longer guaranteed by brand recognition alone. To compete with agile brands like Next, you need to remain closely aligned with consumer demand and ensure your visibility extends into non-brand, product-specific search.
The Brands Making Moves
Looking beyond static market share, the brand share trend highlights where the real momentum lies. According to Metis data, Next and Primark are not only leading the table but are also accelerating. Very, H&M and Selfridges are also gaining ground, showing that growth is achievable when brands combine effective positioning with targeted execution.
For you, this is a reminder that performance isn’t just about holding onto current customers. Momentum comes from anticipating needs and being visible at the precise moments when consumers start searching for solutions — whether that’s a seasonal staple or a fashion-forward item.
Trending Products You Can’t Ignore
Perhaps the most striking insights come from product-specific searches. These reveal what consumers are actively seeking, regardless of brand. Demand is surging for wardrobe essentials and occasion pieces alike, driven by both the change of seasons and lifestyle factors.
Searches for “going out tops” have grown by 44.5% year-on-year, while “trench coats” and “black dresses” have both risen by 40%. These figures tell you two things: social occasions are once again shaping shopping decisions, and consumers are planning ahead for transitional weather.
The growth across these categories gives you a roadmap for where to focus marketing activity. If you can align content, paid search, and merchandising with these trends, you stand to capture consumers at the exact moment intent is at its highest.
What This Means for You
The overall picture for 2025 thus far is one of shifting emphasis. Brand-first strategies are becoming less effective as consumers prioritise solving immediate needs over staying loyal to a name. You can no longer rely solely on brand equity to drive visibility and conversions — you need to capture intent at the product level.
For CMOs, this means rethinking your balance between brand-building and product-led marketing. While strong brands like Next and Primark continue to benefit from their scale and recognition, the real growth engine lies in targeted, non-brand activity. By focusing on high-demand products, optimising for seasonal shifts, and investing in responsive content, you’ll position yourself to win market share even in a declining brand search environment.
At the same time, the downturn in brand-led searches doesn’t mean abandoning your identity. Instead, it’s about making sure your brand shows up where consumers are searching. The brands that adapt quickest — combining data-driven insight with agile execution — will be the ones to capture momentum.
Acting on the Data
The advantage you have lies in speed. With tools like Metis, you can see shifts in demand before they hit peak, enabling you to act up to four times faster than competitors who are slower to respond. Whether it’s refining paid campaigns, optimising product pages, or updating content to reflect seasonal needs, the sooner you move, the stronger your results will be.
In an environment where weather, lifestyle and seasonality dictate demand, being reactive isn’t enough. You need to be proactive, spotting the signals early and aligning your strategy to meet them. If you do, this next quarter of 2025 could be your opportunity to outperform even the most established players.
Final Thought
Consumers are no longer searching for brands alone — they’re searching for solutions. If you want to drive growth, focus on the products that matter most, and position your brand as the answer to the unpredictable wardrobe needs of the UK shopper. With the right insights and the agility to act quickly, you can turn shifting market dynamics into a clear competitive advantage.
