In the competitive landscape of UK fashion e-commerce, regional brands are showing their strength in brand recognition, with Argos and Primark leading the pack. A recent survey by Statista highlights how these British and Irish brands have outpaced global names like H&M and Zara, achieving 94% brand awareness among UK residents.
Argos, a British retailer owned by Salisbury’s, primarily operates in the UK, while Primark, an Irish brand, has a strong presence across multiple European countries and the United States.
Following Argos and Primark are Marks & Spencer and Next, both with a 93% brand awareness. These British companies are well-established both in the UK and internationally.
H&M and JD Sports are next, each with a 92% brand awareness. H&M, a Swedish brand, is the most recognized fashion brand from outside the UK on the list, while JD Sports, a UK-based sports fashion retailer, has a global footprint.
John Lewis (89%) and River Island (88%) follow, with Zara at 86% awareness in the UK. Other notable brands include Debenhams (85%), ASOS (83%), Very (82%), Boohoo (81%), SHEIN (80%), Temu (80%), and PrettyLittleThing (70%).
Brands with lower awareness include Debenhams, ASOS, Very, Boohoo, and PrettyLittleThing, all based in the UK. SHEIN, originally from China but now headquartered in Singapore, and Temu, based in China, also appear on the list.
At the bottom are M and M Direct (51% awareness) and Zalando (40% awareness), with both brands based in the UK and Germany, respectively.
The latest survey reveals a shift in the UK fashion market, with regional brands like Argos and Primark outperforming global names in brand awareness. This trend highlights the growing influence of homegrown retailers in the evolving e-commerce landscape.
