---
title: "H&M: search popularity in the United Kingdom"
description: "H&M is a fashion retailer selling clothing for women, men and children, plus homewares. 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/h-and-m"
publisher: "Brandwave"
---

# H&M: search popularity in the United Kingdom

H&M is a fashion retailer selling clothing for women, men and children, plus homewares. 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**: H&M
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among online fashion retailers**: 12.9%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Online fashion retailers | 3 | 12.9% | 1.8M |

- [Online fashion retailers in the UK](/demand/uk/categories/uk-online-fashion-retailers)

## How has branded search demand for H&M changed in the United Kingdom over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for H&M in the United Kingdom held steady at 1.8M.
- Across the 12 months ending September 2026, H&M’s share of searches among online fashion retailers in the United Kingdom increased from 11.3% to 12.9%.
- Across the 12 months ending September 2026, H&M’s share of searches among online fashion retailers in the United Kingdom peaked at 12.9% in September 2026 and was lowest at 10.4% in February 2026.
- Across the 12 months ending September 2026, H&M rose from 4th to 3rd among online fashion retailers in the United Kingdom.

## How did search popularity change for United Kingdom online fashion retailers in September 2026?

- In September 2026, Next gained share of searches among online fashion retailers in the United Kingdom, from 13.5% to 16.5%.
- In September 2026, New Look lost share of searches among online fashion retailers in the United Kingdom, from 10.5% to 8.6%.
- In September 2026, River Island lost share of searches among online fashion retailers in the United Kingdom, from 8.6% to 7.1%.
- H&M’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 12% to 12.9% in September 2026.
- ASOS’s share of searches among online fashion retailers in the United Kingdom has gained ground for 3 months in a row, from 9.8% to 10.6% in September 2026.
- Estimated monthly branded searches for Uniqlo in the United Kingdom fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Online fashion retailers | 1.8M | 11.3% | 4 |
| Nov 2025 | Online fashion retailers | 2.2M | 12.6% | 4 |
| Dec 2025 | Online fashion retailers | 1.8M | 11.1% | 5 |
| Jan 2026 | Online fashion retailers | 1.5M | 11.1% | 5 |
| Feb 2026 | Online fashion retailers | 1.2M | 10.4% | 5 |
| Mar 2026 | Online fashion retailers | 1.5M | 11% | 5 |
| Apr 2026 | Online fashion retailers | 1.5M | 10.6% | 5 |
| May 2026 | Online fashion retailers | 1.8M | 11.6% | 4 |
| Jun 2026 | Online fashion retailers | 1.8M | 12% | 4 |
| Jul 2026 | Online fashion retailers | 1.8M | 12.5% | 3 |
| Aug 2026 | Online fashion retailers | 1.8M | 12.8% | 3 |
| Sep 2026 | Online fashion retailers | 1.8M | 12.9% | 3 |

## How are H&M’s branded searches counted?

Brandwave collects information about searches that people make online using H&M’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.

- “h&m”

## Which online fashion retailers compete with H&M?

- [Shein](/demand/uk/brands/shein): Head-to-head: /demand/uk/compare/h-and-m-vs-shein
- [Next](/demand/uk/brands/next): Head-to-head: /demand/uk/compare/h-and-m-vs-next
- [Zara](/demand/uk/brands/zara): Head-to-head: /demand/uk/compare/h-and-m-vs-zara
- [ASOS](/demand/uk/brands/asos): Head-to-head: /demand/uk/compare/asos-vs-h-and-m
- [New Look](/demand/uk/brands/new-look): Head-to-head: /demand/uk/compare/h-and-m-vs-new-look
- [River Island](/demand/uk/brands/river-island)
- [Uniqlo](/demand/uk/brands/uniqlo)
- [Boohoo](/demand/uk/brands/boohoo)
- [PrettyLittleThing](/demand/uk/brands/prettylittlething)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "H&M: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/h-and-m

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.