Which fashion brands are winning with consumers in 2026, and why?Download the full report

Fashion moves fast. Consumer perceptions move even faster.

While fashion styles evolve from season to season, brand equity, value perception, and purchase consideration are what ultimately drive market share. In an increasingly trend-driven fashion landscape, understanding where your brand stands - and why - is critical.

In YouGov’s fashion retailer rankings 2026, we reveal which brands are top of mind for Brits when they are shopping for clothes, shoes, accessories, and more. The report also analyses how brands perform on key drivers including value and quality, with insights across a variety of demographics. The rankings are based on surveys of 30,000+ Brits as part of YouGov’s daily brand tracking.

Download the full report to learn:

  • Which trends fashion-focused Brits like the most in 2026, and which items they’ll actually wear?
  • Which fashion brands are most considered by UK consumers?
  • Which brands are perceived as offering the best value and the highest quality, and where do these perceptions diverge?
  • How does purchase consideration vary across different generations and between genders?
  • Plus: demographic and behavioural profiles of the customers of top-ranked brands
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