--- title: "F&F: search popularity in the United Kingdom" description: "F&F is the clothing range sold at Tesco. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/f-and-f-clothing" publisher: "Brandwave" --- # F&F: search popularity in the United Kingdom F&F is the clothing range sold at Tesco. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: F&F - **Owned by**: Tesco - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among clothing shops**: 0.88% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Clothing shops | 12 | 0.88% | 201K | - [Clothing shops in the UK](/demand/uk/categories/uk-clothing-shops) ## Top clothing shops in ChatGPT and Google AI Overviews In three ChatGPT questions, F&F did not appear in any of the three answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Primark | 1st | 2 of 3 | 2 of 3 | | Uniqlo | 2nd | 2 of 3 | 2 of 3 | | M&S | 3rd | 2 of 3 | 2 of 3 | | Next | 4th | 1 of 3 | 1 of 3 | | George | 5th | 2 of 3 | 2 of 3 | | TK Maxx | 6th | 1 of 3 | 1 of 3 | | H&M | 7th | 1 of 3 | 1 of 3 | | Zara | 8th | 1 of 3 | 1 of 3 | | Matalan | Not ranked | 0 of 3 | 0 of 3 | | New Look | Not ranked | 0 of 3 | 0 of 3 | | River Island | Not ranked | 0 of 3 | 0 of 3 | | Tu | Not ranked | 0 of 3 | 0 of 3 | | Peacocks | Not ranked | 0 of 3 | 0 of 3 | | F&F | Not ranked | 0 of 3 | 0 of 3 | | Mango | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about clothing shops - Asked ChatGPT "Where's the best place to buy cheap clothes in the UK?": 1. Primark, 2. TK Maxx, 3. George, 4. Uniqlo - Asked ChatGPT "Which high street shop has the best quality basics?": 1. Uniqlo, 2. M&S - Asked ChatGPT "Where should I buy kids' clothes in the UK?": 1. Next, 2. Primark, 3. M&S, 4. H&M, 5. George, 6. Zara Not named in any answer: Matalan, New Look, River Island, Tu, Peacocks, F&F and Mango. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How has branded search demand for F&F changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for F&F in the United Kingdom held steady at 201K. - Across the 12 months ending September 2026, F&F’s share of searches among clothing shops in the United Kingdom held steady, from 0.82% to 0.88%. ## How did search popularity change for United Kingdom clothing shops in September 2026? - In September 2026, Next overtook Matalan to rank 3rd among clothing shops in the United Kingdom, with 10.2% of the searches. - In September 2026, Primark gained share of searches among clothing shops in the United Kingdom, from 26.1% to 26.7%. - In September 2026, Matalan lost share of searches among clothing shops in the United Kingdom, from 9.6% to 8%. - In September 2026, New Look lost share of searches among clothing shops in the United Kingdom, from 6.4% to 5.3%. - In September 2026, River Island lost share of searches among clothing shops in the United Kingdom, from 5.2% to 4.4%. - TK Maxx’s share of searches among clothing shops in the United Kingdom has gained ground for 3 months in a row, from 15.5% to 17.8% in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Clothing shops | 201K | 0.82% | 12 | | Nov 2025 | Clothing shops | 246K | 0.88% | 12 | | Dec 2025 | Clothing shops | 165K | 0.61% | 12 | | Jan 2026 | Clothing shops | 135K | 0.7% | 12 | | Feb 2026 | Clothing shops | 110K | 0.63% | 13 | | Mar 2026 | Clothing shops | 165K | 0.8% | 12 | | Apr 2026 | Clothing shops | 165K | 0.79% | 12 | | May 2026 | Clothing shops | 201K | 0.88% | 12 | | Jun 2026 | Clothing shops | 165K | 0.76% | 12 | | Jul 2026 | Clothing shops | 165K | 0.77% | 12 | | Aug 2026 | Clothing shops | 201K | 0.86% | 12 | | Sep 2026 | Clothing shops | 201K | 0.88% | 12 | ## How are F&F’s branded searches counted? Brandwave collects information about searches that people make online using F&F’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “f&f clothing” ## Which clothing shops compete with F&F? - [Primark](/demand/uk/brands/primark) - [TK Maxx](/demand/uk/brands/tk-maxx) - [Next](/demand/uk/brands/next) - [H&M](/demand/uk/brands/h-and-m) - [Matalan](/demand/uk/brands/matalan) - [Zara](/demand/uk/brands/zara) - [New Look](/demand/uk/brands/new-look) - [River Island](/demand/uk/brands/river-island) - [Uniqlo](/demand/uk/brands/uniqlo): Head-to-head: /demand/uk/compare/f-and-f-clothing-vs-uniqlo - [Tu](/demand/uk/brands/tu-clothing): Head-to-head: /demand/uk/compare/f-and-f-clothing-vs-tu-clothing - [Peacocks](/demand/uk/brands/peacocks): Head-to-head: /demand/uk/compare/f-and-f-clothing-vs-peacocks - [M&S](/demand/uk/brands/marks-and-spencer): Head-to-head: /demand/uk/compare/f-and-f-clothing-vs-marks-and-spencer - [George](/demand/uk/brands/george-at-asda): Head-to-head: /demand/uk/compare/f-and-f-clothing-vs-george-at-asda - [Mango](/demand/uk/brands/mango-fashion) ## Who owns F&F? F&F is owned by Tesco. Brandwave also tracks Tesco, Tesco Insurance and Tesco Mobile, owned by the same company, in the United Kingdom. - [Tesco](/demand/uk/companies/tesco): Owns 4 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns F&F? F&F is owned by Tesco. Brandwave also tracks Tesco, Tesco Insurance and Tesco Mobile, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "F&F: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/f-and-f-clothing This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/f-and-f-clothing. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.