Leading established fashion retailers in the UK 2015-2019, by brand search volume

Between May 2018 and April 2019, PrettyLittleThing was searched online more than 24 million times on Google UK. The volume of online interest in the fashion brand was more than the combined number of searches for Champion, Gymshark, Balenciaga, and Supreme. According to Pi Datametrics, “established brands” are those which attract solid search volumes, larger than 300 thousand in 2015 in this particular study.

PrettyLittleThing reigns supreme

PrettyLittleThing is owned by the online-only fashion retailer Boohoo. Both PrettyLittleThing and Boohoo have become something of a sensation in the fast fashion world in recent years. In a retail landscape where traditional clothing companies are suffering financial losses, Boohoo has been having its golden age, with record profit levels and and its customer base growing more than two-fold since 2015.

Streetwear culture

Another noteworthy trend to emerge from the most popular fashion brand searches in the UK is the popularity of streetwear brands such as Supreme and Balenciaga. Global consumer research showed that more than 40 percent of shoppers purchased streetwear as frequently as once a month, and said they liked streetwear because they considered it “cool”.