F&F vs Zara:Which is more popular?
In September 2026, Zara had more branded searches than F&F among clothing shops in the United Kingdom. Zara had about 1.8 million branded searches, while F&F had 201,000. Zara made up 8% of all clothing shop searches we track, and F&F accounted for 0.88%. When we asked ChatGPT and Google AI Overviews about clothing shops, Zara appeared in one of the three answers and F&F in none.
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Top clothing shops in ChatGPT and Google AI Overviews
In three ChatGPT questions, Zara 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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Primark2 of 3Named in 2 of 3 ChatGPT answers
Uniqlo2 of 3Named in 2 of 3 ChatGPT answers
M&S2 of 3Named in 2 of 3 ChatGPT answers
George2 of 3Named in 2 of 3 ChatGPT answers
TK Maxx1 of 3Named in 1 of 3 ChatGPT answers
Next1 of 3Named in 1 of 3 ChatGPT answers
H&M1 of 3Named in 1 of 3 ChatGPT answers
Zara1 of 3Named in 1 of 3 ChatGPT answers
Matalan0 of 3Named in 0 of 3 ChatGPT answers
F&F0 of 3Named in 0 of 3 ChatGPT answers
See every answer about clothing shops
3 answers
Asked ChatGPT
“Where's the best place to buy cheap clothes in the UK?”
Asked ChatGPT
“Which high street shop has the best quality basics?”
Asked ChatGPT
“Where should I buy kids' clothes in the UK?”
Searched Google, AI Overview
“clothes shops”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is F&F or Zara more popular in search?
This chart shows how often people search Google for F&F and Zara by name. Each line represents a brand's share of searches for all 15 clothing shops we track, month by month, from searches in United Kingdom.
Share of searches by month for Zara, F&F. The figures are in the table below the chart.
View monthly share of searches table
| Month | Primark | TK Maxx | Next | H&M | Matalan | Zara | New Look | River Island | Uniqlo | Tu | Peacocks | F&F | M&S | George | Mango |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.9% | 16.6% | 6.5% | 7.4% | 9.1% | 9.1% | 6.1% | 6.1% | 6.1% | 3.3% | 2.7% | 0.82% | 0.55% | 0.65% | 0.06% |
| Nov 2025 | 22% | 17.9% | 7% | 8% | 9.8% | 9.8% | 6.6% | 5.4% | 5.4% | 3% | 3% | 0.88% | 0.59% | 0.66% | 0.05% |
| Dec 2025 | 22.6% | 18.5% | 7.2% | 6.8% | 10.1% | 10.1% | 6.8% | 6.8% | 4.5% | 2.5% | 2.5% | 0.61% | 0.5% | 0.59% | 0.05% |
| Jan 2026 | 21.3% | 17.4% | 8.3% | 7.8% | 9.5% | 9.5% | 6.3% | 6.3% | 6.3% | 2.9% | 2.3% | 0.7% | 0.57% | 0.64% | 0.08% |
| Feb 2026 | 23.6% | 19.3% | 7.5% | 7% | 8.6% | 8.6% | 7% | 5.8% | 4.7% | 3.2% | 2.6% | 0.63% | 0.52% | 0.76% | 0.07% |
| Mar 2026 | 24.4% | 16.3% | 7.8% | 7.3% | 8.9% | 8.9% | 7.3% | 5.9% | 4.9% | 3.3% | 2.7% | 0.8% | 0.66% | 0.68% | 0.07% |
| Apr 2026 | 23.9% | 16% | 7.6% | 7.2% | 10.7% | 8.8% | 7.2% | 5.8% | 4.8% | 3.2% | 2.6% | 0.79% | 0.53% | 0.67% | 0.09% |
| May 2026 | 21.8% | 17.9% | 6.9% | 8% | 9.8% | 9.8% | 8% | 5.3% | 4.4% | 2.9% | 2.9% | 0.88% | 0.59% | 0.74% | 0.08% |
| Jun 2026 | 23.2% | 15.5% | 8.9% | 8.5% | 8.5% | 10.4% | 7% | 5.7% | 4.6% | 3.1% | 2.5% | 0.76% | 0.63% | 0.65% | 0.08% |
| Jul 2026 | 23.5% | 15.7% | 9% | 8.6% | 10.5% | 8.6% | 7% | 5.7% | 3.9% | 2.6% | 2.6% | 0.77% | 0.77% | 0.66% | 0.07% |
| Aug 2026 | 26.1% | 17.5% | 8.2% | 7.8% | 9.6% | 7.8% | 6.4% | 5.2% | 4.3% | 2.9% | 1.9% | 0.86% | 0.7% | 0.68% | 0.05% |
| Sep 2026 | 26.7% | 17.8% | 10.2% | 8% | 8% | 8% | 5.3% | 4.4% | 4.4% | 2.9% | 2% | 0.88% | 0.72% | 0.7% | 0.06% |
How has the F&F and Zara comparison changed over the last 12 months?
3 findings
- Zara 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, Zara’s share of searches among clothing shops in the United Kingdom moved from 9.1% to 8%, and its estimated monthly branded searches moved from 2.2M to 1.8M.
How did search popularity change for United Kingdom clothing shops in September 2026?
1 change
Estimated monthly branded searches for Zara in the United Kingdom fell 18.3% over 12 measured months, from 2.2M to 1.8M in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using F&F’s and Zara’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.
Other head-to-heads among clothing shops
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