--- title: "H&M vs New Look: Which is searched more in the United Kingdom?" description: "Is H&M or New Look more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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/h-and-m-vs-new-look" publisher: "Brandwave" --- # H&M vs New Look: Which is searched more in the United Kingdom? Is H&M or New Look more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Online fashion retailers 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**: H&M and New Look - **Competitive set**: Online fashion retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **H&M Share of Search**: 12.9% - **New Look Share of Search**: 8.6% ## Is H&M or New Look more popular in search? - In September 2026, H&M had more branded searches than New Look among online fashion retailers in the United Kingdom. H&M had about 1.8 million branded searches, while New Look had 1.2 million. H&M made up 12.9% of all online fashion retailer searches we track, and New Look accounted for 8.6%. - H&M was ahead of New Look in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, H&M’s share of searches among online fashion retailers in the United Kingdom moved from 11.3% to 12.9%, and its estimated monthly branded searches held steady at 1.8M. - Across the 12 months ending September 2026, New Look’s share of searches among online fashion retailers in the United Kingdom moved from 9.3% to 8.6%, and its estimated monthly branded searches moved from 1.5M to 1.2M. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, H&M and New Look were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. H&M was listed before New Look in two out of three answers that named either. 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 | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ASOS | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | H&M | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Next | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Zara | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | New Look | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Uniqlo | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | River Island | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Boohoo | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Shein | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | PrettyLittleThing | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about online fashion retailers - Asked ChatGPT "Where should I shop for clothes online in the UK?": 1. ASOS, 2. H&M, 3. Zara, 4. Uniqlo, 5. Next, 6. New Look - Asked ChatGPT "What are the best online fashion stores in the UK?": 1. ASOS, 2. Zara, 3. Next, 4. H&M, 5. Uniqlo, 6. River Island, 7. New Look - Asked ChatGPT "What's the best UK online store for affordable women's clothes?": 1. New Look, 2. H&M, 3. Uniqlo - Searched Google, AI Overview "womens clothes": 1. ASOS, 2. River Island, 3. Next - Searched Google, AI Overview "online clothes shopping": 1. ASOS, 2. Next, 3. Boohoo Not named in any answer: Shein and PrettyLittleThing. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom online fashion retailers in September 2026? - In September 2026, New Look lost share of searches among online fashion retailers in the United Kingdom, from 10.5% to 8.6%. - 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. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | New Look estimated searches | New Look Share of Search | New Look rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.8M | 11.3% | 4 | 1.5M | 9.3% | 6 | | Nov 2025 | 2.2M | 12.6% | 4 | 1.8M | 10.3% | 6 | | Dec 2025 | 1.8M | 11.1% | 5 | 1.8M | 11.1% | 6 | | Jan 2026 | 1.5M | 11.1% | 5 | 1.2M | 9% | 6 | | Feb 2026 | 1.2M | 10.4% | 5 | 1.2M | 10.4% | 6 | | Mar 2026 | 1.5M | 11% | 5 | 1.5M | 11% | 6 | | Apr 2026 | 1.5M | 10.6% | 5 | 1.5M | 10.6% | 6 | | May 2026 | 1.8M | 11.6% | 4 | 1.8M | 11.6% | 5 | | Jun 2026 | 1.8M | 12% | 4 | 1.5M | 9.8% | 6 | | Jul 2026 | 1.8M | 12.5% | 3 | 1.5M | 10.2% | 6 | | Aug 2026 | 1.8M | 12.8% | 3 | 1.5M | 10.5% | 6 | | Sep 2026 | 1.8M | 12.9% | 3 | 1.2M | 8.6% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M’s and New Look’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. - **H&M**: Measured on the search term “h&m”. - **New Look**: Measured on the search term “new look”. - [H&M profile](/demand/uk/brands/h-and-m) - [New Look profile](/demand/uk/brands/new-look) - [All online fashion retailers in the United Kingdom](/demand/uk/categories/uk-online-fashion-retailers): The set both shares are measured inside, 10 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 H&M or New Look more popular in search? In September 2026, H&M had more branded searches than New Look among online fashion retailers in the United Kingdom. H&M had about 1.8 million branded searches, while New Look had 1.2 million. H&M made up 12.9% of all online fashion retailer searches we track, and New Look accounted for 8.6%. ## Cite this page Brandwave. "H&M vs New Look: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/h-and-m-vs-new-look This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/h-and-m-vs-new-look. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.