New data reveals that UK consumers continue to prioritize fashion spending despite ongoing economic pressures, with brands that focus on value and responsiveness well-positioned for future growth.
A recent report by MediaVision, employing proprietary technology has analyzed real-time consumer search activities during the last quarter of 2025, providing insights into demand shifts and identifying brands ready to expand in 2026.
The findings show that fashion is consistently outperforming other retail sectors concerning the consumer share of spending, even as households face financial constraints.
Louis Venter, CEO of the reporting agency, stated, “Consumer search behavior is shifting faster than most brands can track, and in fashion, the margin between capturing demand and losing it often comes down to weeks, not months. The quarter reveals a market in motion, with fashion still commanding the majority of share of wallet across retail sectors and high-street fashion dominating at the category level.”
Adam Bly, the growth director, pointed out that fashion maintains a “commanding, growing share” that extends beyond short-term spikes like Black Friday. He remarked, “It appears that consumers continue to ensure a significant portion of their buying power is directed toward fashion, even as both challenges and opportunities affect other markets.”
Value and Resale Drive Brand Momentum
Throughout the quarter, brands such as Primark, Vinted, and Next demonstrated the strongest growth in brand search share, reflecting a shift towards affordability and perceived value. Primark achieved the most substantial increase with 0.65 points, while the resale platform Vinted followed closely at 0.47 points, highlighting the rising acceptance of secondhand fashion as a mainstream choice.
Annabelle Sacher, head of digital PR, noted that Primark’s success is indicative of its ability to blend product launches, seasonal campaigns, and sustainability messaging with in-store innovation, ensuring the brand remains prominent across various consumer narratives.
She further explained that the resale market is evolving beyond budget-driven choices, with second-hand fashion becoming a lifestyle preference that allows platforms like Vinted to enhance organic brand demand.
High Street Brands Retain Consumer Attention
Among the leading high street retailers in the UK, Next retains its dominance in overall brand search share, solidifying its position during Q4 as it heads into 2026.
With a 0.43-point rise in share, the retailer showcased strong consumer engagement and interest as the new year approaches. Primark, with its increase of 0.65 points, is the only other brand in the top five to experience positive growth, while competitors have seen minor declines.
Jacky Lovato, head of content, pointed out, “Brands able to sustain or grow demand late in the year are better positioned when post-Christmas spending slows.” She added, “With paid search becoming more expensive, a strong organic-led brand strategy is no longer optional,” highlighting the challenges posed by slower e-commerce growth, rising fulfillment costs, and increasing media inflation within the UK fashion market.
