Fashion online shop brands

Fashion online shop brands ranked

While SHEIN and TEMU shine in usage share, Target is the most popular fashion online store in the United States, followed by Kohl's and Macy's. Target also scores the highest brand awareness, with 94 percent.
Slow, fair, or fast; criteria such as sustainability have become important aspects of buying fashion, and once a fashion online store has been approved, customers are likely to come back for more. Let's have a look at how the top online fashion shops rank in our brand KPIs.

Insights

With 94 percent, Target leads in fashion online shops brand awareness
Target is the most popular online fashion shop
SHEIN and TEMU shine in usage share, with 33 % each

Brand awareness

Target and Macy's are the most recognized fashion online stores

Awareness is a numbers game. As seen in our ranking, the more established retailers are reaching higher scores than the younger upstart competitors in online fashion retailing. While Victoria's Secret, Kohl's, and Gap are established names in the mind of U.S. American consumers, more recent brands like Zara, Primark, or Stitch Fix are far behind. TEMU impresses with a brand awareness score higher than SHEIN's.

Brand popularity

The race to win over the online fashion shopper is still on

Target is the most popular fashion online store, with 49 percent of respondents who know the brand actually liking it, followed by Kohl's and Macy's. Mid-range brands like American Eagle, SHEIN, and Victoria's Secret also maintain a significant in the hearts of consumers. On the other hand, premium brand Nordstrom and its subsidiary Nordstrom Rack lag behind. Notably, the newcomers to the online fashion world, SHEIN and TEMU, have quickly gained popularity, surpassing well-established brands like Primark and QVC.

Brand usage

SHEIN shines in usage share

With 40 percent, Target is the fashion online shop with the highest usage share among consumers who know the respective brand. While being in the midfield of the brand awareness ranking, SHEIN as well as TEMU here stand out with a usage share of 33 percent each.

Published April 10, 2024

Brand KPI deep dive