--- title: "M&S vs Uniqlo: Which is searched more in the United Kingdom?" description: "Is M&S or Uniqlo 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/marks-and-spencer-vs-uniqlo" publisher: "Brandwave" --- # M&S vs Uniqlo: Which is searched more in the United Kingdom? Is M&S or Uniqlo 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**: M&S and Uniqlo - **Competitive set**: Clothing shops - **Market**: United Kingdom - **Month measured**: Sep 2026 - **M&S Share of Search**: 0.72% - **Uniqlo Share of Search**: 4.4% ## Is M&S or Uniqlo more popular in search? - In September 2026, Uniqlo had more branded searches than M&S among clothing shops in the United Kingdom. Uniqlo had about 1 million branded searches, while M&S had 165,000. Uniqlo made up 4.4% of all clothing shop searches we track, and M&S accounted for 0.72%. - Uniqlo was ahead of M&S in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, M&S’s share of searches among clothing shops in the United Kingdom moved from 0.55% to 0.72%, and its estimated monthly branded searches moved from 135K to 165K. - Across the 12 months ending September 2026, Uniqlo’s share of searches among clothing shops in the United Kingdom moved from 6.1% to 4.4%, and its estimated monthly branded searches moved from 1.5M to 1M. ## Top clothing shops in ChatGPT and Google AI Overviews In three ChatGPT questions, M&S and Uniqlo were each mentioned in two out of three: in two of the three ChatGPT answers. Uniqlo was listed before M&S in two out of 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? - Estimated monthly branded searches for M&S in the United Kingdom rose 22.2% over 12 measured months, from 135K to 165K in September 2026. - Estimated monthly branded searches for Uniqlo in the United Kingdom fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026. ## Month by month | Month | M&S estimated searches | M&S Share of Search | M&S rank | Uniqlo estimated searches | Uniqlo Share of Search | Uniqlo rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 135K | 0.55% | 14 | 1.5M | 6.1% | 9 | | Nov 2025 | 165K | 0.59% | 14 | 1.5M | 5.4% | 9 | | Dec 2025 | 135K | 0.5% | 14 | 1.2M | 4.5% | 9 | | Jan 2026 | 110K | 0.57% | 14 | 1.2M | 6.3% | 9 | | Feb 2026 | 90.5K | 0.52% | 14 | 823K | 4.7% | 9 | | Mar 2026 | 135K | 0.66% | 14 | 1M | 4.9% | 9 | | Apr 2026 | 110K | 0.53% | 14 | 1M | 4.8% | 9 | | May 2026 | 135K | 0.59% | 14 | 1M | 4.4% | 9 | | Jun 2026 | 135K | 0.63% | 14 | 1M | 4.6% | 9 | | Jul 2026 | 165K | 0.77% | 13 | 823K | 3.9% | 9 | | Aug 2026 | 165K | 0.7% | 13 | 1M | 4.3% | 9 | | Sep 2026 | 165K | 0.72% | 13 | 1M | 4.4% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using M&S’s and Uniqlo’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. - **M&S**: Measured on the search term “marks and spencer clothing”. - **Uniqlo**: Measured on the search term “uniqlo”. - [M&S profile](/demand/uk/brands/marks-and-spencer) - [Uniqlo profile](/demand/uk/brands/uniqlo) - [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 M&S or Uniqlo more popular in search? In September 2026, Uniqlo had more branded searches than M&S among clothing shops in the United Kingdom. Uniqlo had about 1 million branded searches, while M&S had 165,000. Uniqlo made up 4.4% of all clothing shop searches we track, and M&S accounted for 0.72%. ## Cite this page Brandwave. "M&S vs Uniqlo: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/marks-and-spencer-vs-uniqlo This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/marks-and-spencer-vs-uniqlo. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.