Revealed: The UK’s Top Clothing Brands for 2025
20-08-2025
A newly released report from Salience Search Marketing sheds light on the UK’s leading clothing brands in 2025—ranking them across digital visibility, consumer sentiment, and brand prominence. The annual report, which benchmarks brands on 11 key digital performance indicators, offers valuable insights for professionals across retail, marketing, and e-commerce.
Market Leaders: Who’s Winning Online?
Next has once again claimed the top spot as the UK’s leading online clothing brand, achieving the highest organic traffic score at 21.7 million, a 50% year-on-year increase. Close behind are Marks & Spencer (14.6 million) and John Lewis (7.9 million), both showing strong growth and consistent online strategies.
Top 5 by Organic Traffic (2025):
- Next – 21.7M
- Marks & Spencer – 14.6M
- John Lewis – 7.9M
- ASOS – 5.6M
- H&M – 4.1M
These results highlight how established retailers continue to dominate through well-optimised online platforms and strong digital strategies.
Most Loved by Customers
When it comes to customer satisfaction, Cotton Traders leads the way. With over 175,000 reviews and an average rating of 4.4 stars, the brand has earned a reputation for consistent service and quality. Other highly rated brands include Roman and Next, each combining high review scores with substantial volumes of feedback.
Top 3 Best-Rated Brands:
- Cotton Traders – 4.4 (175,042 reviews)
- Roman – 4.5 (134,142 reviews)
- Next – 4.2 (252,844 reviews)
Notably, six of the top ten brands each garnered over 100,000 online reviews—demonstrating high levels of consumer engagement and satisfaction.
Brand Awareness & Social Prominence
Zara tops the list for brand awareness, recording over 2.24 million searches per month and a combined social following of 93 million. However, H&M stood out with the highest owned social media score, suggesting effective audience engagement across platforms.
Top 3 by Brand Prominence:
- Zara – 2.24M searches | 124K social score
- Next – 7.48M searches | 10.5K social score
- ASOS – 2.74M searches | 28.3K social score
These findings show how high search volume and active social channels translate into strong market visibility.
Fastest-Growing Online Brands
The report also identifies the brands making the most significant strides in online growth. Tu Clothing achieved the highest year-on-year growth rate at 53%, while Next and H&M also posted substantial gains in search traffic.
Top 5 by YoY Growth:
- Tu Clothing – +53%
- Next – +50%
- H&M – +33%
- John Lewis – +31%
- Marks & Spencer – +7%
Brands Facing Decline
Not all brands experienced positive momentum. BooHoo saw a 50% drop in traffic, with other brands like Vans, Select Fashion, and Lyst also experiencing significant visibility declines.
Top 5 by YoY Decline:
- Select Fashion – -61%
- Vans – -58%
- BooHoo – -50%
- Lyst – -37%
- Harrods – -23%
These downturns suggest growing pressure to refresh digital strategies and reconnect with audiences online.
Industry Insight
Brett Janes, Managing Director at Salience, commented: “From market leaders to rising stars and struggling retailers, this year’s data provides a clear picture of who’s thriving online. With digital performance now central to retail success, these insights are vital for anyone operating in the fashion space.”
Download the full 2025 UK Clothing Industry Report here to explore all rankings, metrics, and insights.
