Brandwave

H&M vs River Island:Which is more popular?

In September 2026, H&M had more branded searches than River Island among online fashion retailers in the United Kingdom. H&M had about 1.8 million branded searches, while River Island had 1 million. H&M made up 12.9% of all online fashion retailer searches we track, and River Island accounted for 7.1%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, H&M appeared in three of the five answers and River Island in two. H&M was mentioned before River Island in three out of four answers that named either.

Among online fashion retailers in the United Kingdom in September 2026

Who do people search for more?

H&M, about 83% more searches than River Island

H&M 1.8M searchesRiver Island 1M searches

Who does AI mention more?

H&M, mentioned in 3 of 5 answers, River Island in 2

H&M in 3 of 5River Island in 2 of 5

Who does AI recommend more?

H&M, named ahead of River Island in 3 of 4 answers

H&M first in 3River Island first in 1

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two 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. River Island was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. H&M was listed before River Island in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ASOS1st
  2. H&M2nd
  3. Next3rd
  4. Zara4th
  5. New Look5th
  6. Uniqlo6th
  7. River Island7th
  8. Boohoo8th
  9. Shein–
  10. PrettyLittleThing–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Next4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASOS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • H&M3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • New Look3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Uniqlo3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • River Island2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boohoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shein0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • PrettyLittleThing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online fashion retailers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Is H&M or River Island more popular in search?

This chart shows how often people search Google for H&M and River Island by name. Each line represents a brand's share of searches for all ten online fashion retailers we track, month by month, from searches in United Kingdom.

H&M and River Island among online fashion retailers in the United Kingdom, by month

Share of searches by month for H&M, River Island. The figures are in the table below the chart.

View monthly share of searches table
MonthSheinNextH&MZaraASOSNew LookRiver IslandUniqloBoohooPrettyLittleThing
Oct 202520.7%9.8%11.3%13.8%11.3%9.3%9.3%9.3%5.1%0.25%
Nov 202515.4%10.9%12.6%15.4%12.6%10.3%8.4%8.4%5.6%0.23%
Dec 202513.6%11.8%11.1%16.6%11.1%11.1%11.1%7.4%6.1%0.25%
Jan 202620.3%11.8%11.1%13.5%11.1%9%9%9%5%0.24%
Feb 202623.4%11.1%10.4%12.8%10.4%10.4%8.5%7%5.7%0.28%
Mar 202620.1%11.8%11%13.5%11%11%9%7.4%4.9%0.3%
Apr 202623.6%11.2%10.6%12.9%10.6%10.6%8.6%7%4.7%0.23%
May 202621.3%10.1%11.6%14.2%11.6%11.6%7.7%6.3%5.2%0.26%
Jun 202621.9%12.6%12%14.7%9.8%9.8%8%6.6%4.4%0.22%
Jul 202622.8%13.1%12.5%12.5%10.2%10.2%8.3%5.6%4.6%0.23%
Aug 202619.2%13.5%12.8%12.8%10.5%10.5%8.6%7%4.7%0.23%
Sep 202619.4%16.5%12.9%12.9%10.6%8.6%7.1%7.1%4.8%0.23%

How has the H&M and River Island comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, River Island lost share of searches among online fashion retailers in the United Kingdom, from 8.6% to 7.1%.

  2. 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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using H&M’s and River Island’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

1 branded search term

  • h&m

River Island

1 branded search term

  • river island

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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