Top threads: Fashion retailer rankings 2026 for Sweden

Across younger generations – and especially among women – H&M is the most strongly considered brand for the next fashion purchase.

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 Swedes 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 surveys of 5,000+ Swedes as part of YouGov’s daily brand tracking.

Download the full report to learn:

• Which brands fashion-focused Swedes consider the most in 2026, and which items will they actually wear?
• Which are the most-improved fashion brands based on Consideration​ by Swedish 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 behavioral profiles of the customers of top-ranked brands

This ranking is a powerful asset for marketing, brand, and retail leaders who depend on fresh consumer intelligence to drive sharper decisions. Download the full insights report here and turn market relevance into your competitive advantage.

Methodology:

The brand tracking in this report has been sourced via YouGov BrandIndex and YouGov Profile.​

The consideration rankings are based on nationally representative data, with additional splits across gender and generation. Consideration scores are based on respondents’ answers to the following questions: ​ “When you are in the market next to purchase clothing, shoes, accessories or luggage, from which of the following would you consider purchasing?”​

Value scores are based on respondents’ answers to the following question: “Which of the following brands do you think represent GOOD VALUE FOR MONEY? By that, we don’t mean “cheap,” but that the brands offer a customer a lot in return for the price paid/Now which of the following brands do you think represents POOR VALUE FOR MONEY? By that, we don’t mean “expensive,” but that the brands do not offer a customer much in return for the price paid.”​

Quality scores are based on respondents’ answers to the following question: “Which of the following brands do you think represents Good Quality/ Now which of the following brands represents Poor Quality?”

Scores have been rounded to a single decimal place. For improvers, brands are ranked based on their change in scores. In cases where the change in score is the same between two brands, the current scores are used as a secondary metric to determine their ranking. ​

A minimum base size of 300 (n) is required. To qualify as top ranked, brands have held tracked scores for at least 6 months (183 days). Throughout the report, unless otherwise noted, each generation is defined as: Gen Z (1997 or later), Millennial (1981-1996), Gen X (1965-1980) and Baby Boomers+ (Pre-1964)​.

The profile deep dive in this report was powered by YouGov Profiles – an ever-growing source of consumer data, with 2+ million data variables from YouGov’s 29+ million global panelists. The data used in this report was accessed via Profiles+ Sweden. 2026-02-22.​​

“Considerers” of a brand are consumers who have selected that brand in reponse to the question: “When you are in the market next to purchase fashion or apparel product, from which of the following would you consider purchasing?”​

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

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