--- title: "H&M vs Next: Which is searched more in the United Kingdom?" description: "Is H&M or Next 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-next" publisher: "Brandwave" --- # H&M vs Next: Which is searched more in the United Kingdom? Is H&M or Next 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 Next - **Competitive set**: Online fashion retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **H&M Share of Search**: 12.9% - **Next Share of Search**: 16.5% ## Is H&M or Next more popular in search? - In September 2026, Next had more branded searches than H&M among online fashion retailers in the United Kingdom. Next had about 2.3 million branded searches, while H&M had 1.8 million. Next made up 16.5% of all online fashion retailer searches we track, and H&M accounted for 12.9%. - The lead changed hands 3 times in the 12 months ending September 2026: Next took it in December 2025, H&M took it in May 2026, Next took it in June 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, Next’s share of searches among online fashion retailers in the United Kingdom moved from 9.8% to 16.5%, and its estimated monthly branded searches moved from 1.6M to 2.3M. ## Top online fashion retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Next was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. H&M was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Next was listed before H&M in three out of five 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 | 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, Next gained share of searches among online fashion retailers in the United Kingdom, from 13.5% to 16.5%. - 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 | Next estimated searches | Next Share of Search | Next rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.8M | 11.3% | 4 | 1.6M | 9.8% | 5 | | Nov 2025 | 2.2M | 12.6% | 4 | 1.9M | 10.9% | 5 | | Dec 2025 | 1.8M | 11.1% | 5 | 1.9M | 11.8% | 3 | | Jan 2026 | 1.5M | 11.1% | 5 | 1.6M | 11.8% | 3 | | Feb 2026 | 1.2M | 10.4% | 5 | 1.3M | 11.1% | 3 | | Mar 2026 | 1.5M | 11% | 5 | 1.6M | 11.8% | 3 | | Apr 2026 | 1.5M | 10.6% | 5 | 1.6M | 11.2% | 3 | | May 2026 | 1.8M | 11.6% | 4 | 1.6M | 10.1% | 6 | | Jun 2026 | 1.8M | 12% | 4 | 1.9M | 12.6% | 3 | | Jul 2026 | 1.8M | 12.5% | 3 | 1.9M | 13.1% | 2 | | Aug 2026 | 1.8M | 12.8% | 3 | 1.9M | 13.5% | 2 | | Sep 2026 | 1.8M | 12.9% | 3 | 2.3M | 16.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using H&M’s and Next’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”. - **Next**: Measured on the search terms “next clothing”, “next online” and “next uk”, summed into one figure. - [H&M profile](/demand/uk/brands/h-and-m) - [Next profile](/demand/uk/brands/next) - [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 Next more popular in search? In September 2026, Next had more branded searches than H&M among online fashion retailers in the United Kingdom. Next had about 2.3 million branded searches, while H&M had 1.8 million. Next made up 16.5% of all online fashion retailer searches we track, and H&M accounted for 12.9%. ## Cite this page Brandwave. "H&M vs Next: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/h-and-m-vs-next This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/h-and-m-vs-next. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.