Department stores gain 8.43% share as Shein drops 0.37pp ahead of Golden Quarter

John Lewis, Harrods and Selfridges together accounted for 8.43% of UK fashion and retail searches between July and September 2026. Meanwhile, Shein’s search share fell 0.37 percentage points year on year, the largest drop among online‑first retailers.

Next led the pack with a 7.16% share of fashion brand searches, followed by Primark at 5.82%, Sports Direct at 4.17%, TK Maxx at 3.82% and Vinted at 3.54%, all showing year‑on‑year growth. Overall brand search demand softened during the quarter, yet shoppers continued to favour value‑oriented and second‑hand retailers over full‑price premium brands. MediaVision’s analysis shows that retailers able to span multiple categories, occasions and price points are entering the festive period with momentum.

“While the wider fashion market has experienced a seasonal slowdown, established names including John Lewis, Harrods and Selfridges have all strengthened their share of brand demand,” Louis Venter, CEO of MediaVision said.

Prior to the Golden Quarter, overall brand search demand had softened across the wider market. Next’s strong Q2 performance helped it retain the top share of fashion brand searches.

What we know

• 8.43%

• July and September 2026

• 7.16%

• 0.37 percentage points year on year

• 5.82%