Brandwave

Shein, Next and H&M:Which are most popular?

In September 2026, Shein drew 38.6% of estimated branded searches across these three brands in the United Kingdom, ahead of Next at 35.6%. When we checked with ChatGPT and Google AI Overviews, Next was mentioned most often, in four of the five answers. Of all ten brands we track in online fashion retailers, H&M was the second most recommended and Next was third.

All three are online fashion retailers in the United Kingdom. See all online fashion retailers

Brands in this comparisonAny 10 or fewer published brands in the United Kingdom
  • Shein
  • Next
  • H&M

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Shein, Next and H&M in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Next was mentioned most often, in four of the five answers. Of all ten brands we track in online fashion retailers, H&M was the second most recommended and Next was third. Shein, which ranked first in searches, was not mentioned at all.

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. PrettyLittleThing–
  10. Shein–

Mentioned by AI

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

  • ASOS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next4 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
  • River Island2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Boohoo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PrettyLittleThing0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Shein0 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.

How these brands compare month by month

Share of Search here is each brand's branded searches divided by the total for the brands in this comparison. Add or remove a brand and every share is worked out again.

  • Shein
  • Next
  • H&M
Shein, Next and H&M in the United Kingdom, by month

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

View monthly share of searches table
MonthSheinNextH&M
Oct 202548.1%25.7%26.3%
Nov 202538.5%30.1%31.5%
Dec 202536.1%34.5%29.5%
Jan 202645.4%29.7%24.9%
Feb 202650.5%27%22.5%
Mar 202645.6%29.4%25%
Apr 202651%26.2%22.8%
May 202648.5%25%26.5%
Jun 202646.3%28.4%25.3%
Jul 202646.3%28.4%25.3%
Aug 202641%31.7%27.4%
Sep 202638.6%35.6%25.8%

  1. 1.Shein

    38.6%

    Held 1st. 2.7M estimated branded searches, 0% vs prior month. Share -2.4 points.

  2. 2.Next

    35.6%

    Held 2nd. 2.5M estimated branded searches, +19.3% vs prior month. Share +3.9 points.

  3. 3.H&M

    25.8%

    Held 3rd. 1.8M estimated branded searches, 0% vs prior month. Share -1.6 points.

How the Brand Demand Index is measured