--- title: "F&F vs H&M: Which is searched more in the United Kingdom?" description: "Is F&F or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clothing shops set in the United Kingdom. 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/compare/f-and-f-clothing-vs-h-and-m" publisher: "Brandwave" --- # F&F vs H&M: Which is searched more in the United Kingdom? Is F&F or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clothing shops set in the United Kingdom. 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 - **Compared**: F&F and H&M - **Competitive set**: Clothing shops - **Market**: United Kingdom - **Month measured**: Sep 2026 - **F&F Share of Search**: 0.88% - **H&M Share of Search**: 8% ## Is F&F or H&M more popular in search? - In September 2026, H&M had more branded searches than F&F among clothing shops in the United Kingdom. H&M had about 1.8 million branded searches, while F&F had 201,000. H&M made up 8% of all clothing shop searches we track, and F&F accounted for 0.88%. - H&M was ahead of F&F in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, F&F’s share of searches among clothing shops in the United Kingdom moved from 0.82% to 0.88%, and its estimated monthly branded searches held steady at 201K. - Across the 12 months ending September 2026, H&M’s share of searches among clothing shops in the United Kingdom moved from 7.4% to 8%, and its estimated monthly branded searches held steady at 1.8M. ## Top clothing shops in ChatGPT and Google AI Overviews In three ChatGPT questions, H&M was mentioned in one out of three: in one of the three ChatGPT answers. 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 did search popularity change for United Kingdom clothing shops in September 2026? - In September 2026, H&M rose from 5th to 4th among clothing shops in the United Kingdom. ## Month by month | Month | F&F estimated searches | F&F Share of Search | F&F rank | H&M estimated searches | H&M Share of Search | H&M rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 0.82% | 12 | 1.8M | 7.4% | 5 | | Nov 2025 | 246K | 0.88% | 12 | 2.2M | 8% | 5 | | Dec 2025 | 165K | 0.61% | 12 | 1.8M | 6.8% | 6 | | Jan 2026 | 135K | 0.7% | 12 | 1.5M | 7.8% | 6 | | Feb 2026 | 110K | 0.63% | 13 | 1.2M | 7% | 6 | | Mar 2026 | 165K | 0.8% | 12 | 1.5M | 7.3% | 6 | | Apr 2026 | 165K | 0.79% | 12 | 1.5M | 7.2% | 6 | | May 2026 | 201K | 0.88% | 12 | 1.8M | 8% | 5 | | Jun 2026 | 165K | 0.76% | 12 | 1.8M | 8.5% | 5 | | Jul 2026 | 165K | 0.77% | 12 | 1.8M | 8.6% | 5 | | Aug 2026 | 201K | 0.86% | 12 | 1.8M | 7.8% | 5 | | Sep 2026 | 201K | 0.88% | 12 | 1.8M | 8% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using F&F’s and H&M’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **F&F**: Measured on the search term “f&f clothing”. - **H&M**: Measured on the search term “h&m”. - [F&F profile](/demand/uk/brands/f-and-f-clothing) - [H&M profile](/demand/uk/brands/h-and-m) - [All clothing shops in the United Kingdom](/demand/uk/categories/uk-clothing-shops): The set both shares are measured inside, 15 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 ### Is F&F or H&M more popular in search? In September 2026, H&M had more branded searches than F&F among clothing shops in the United Kingdom. H&M had about 1.8 million branded searches, while F&F had 201,000. H&M made up 8% of all clothing shop searches we track, and F&F accounted for 0.88%. ## Cite this page Brandwave. "F&F vs H&M: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/f-and-f-clothing-vs-h-and-m This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/f-and-f-clothing-vs-h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.