From high street giants such as Primark and H&M to the latest online fashion brands including Missguided and In The Style, we've analysed which cities show the highest search interest for some of the most popular brands for women.
Using Google Trends, we crunched the numbers for the period covering the last 12 months for over 30 brands across 55 locations to see how different regions in the UK compare.
Are some brands seeing more search interest from Northern cities compared to cities in the South? Does interest in luxury fashion retailers come only from London? Read on discover all, or use the quick links below to jump straight to your favourite brands to see how your city compares…
How Does Search Interest Vary By Region?
Wondering which regions of the UK your favourite brands are most popular in? The maps below show where brands see the highest popularity of search terms compared to all queries in that location.
Where High Street Brands See The Highest Interest
It seems people in Northern Ireland just can’t get enough of classics like Topshop and New Look, with the region consistently showing a high interest in these established high street names.
The interest in the big names is spread quite evenly across the UK, although there are regional differences as the map above shows.
Where Online Brands See The Highest Interest
Love a new online fashion brand? Our analysis shows that people searching from cities in the North are generally more interested in the online brands in our research than people in the South East.
Based on the total overall Google queries per city, "Boohoo" search terms were almost twice as popular in Liverpool than London over the last 12 months, while it's the same story for Pretty Little Thing when we compare Manchester with Brighton.
Where Luxury Retailers See The Highest Interest
Luxury retailers tend to see by far the most search interest from people using Google across the South East. As an example, Net-a-Porter sees over three times more interest in London compared to Manchester, while MyTheresa, Matches Fashion and Browns Fashion see interest solely from London.
However, Farfetch is the exception with people in Liverpool showing more interest in the retailer than London, with Manchester and Birmingham placing third and forth respectively.
How Does The Popularity of Fashion Brands Compare Between Cities?
Checkout the maps below to see which cities your favourite brands were most popular in over the last year. These are calculated from the popularity of the brand name compared to all other Google searches in that location and allow you to see the interest in the brand at city-level. If your city isn't on the map, it means there's a lower percentage of people in it interested the brand than in other cities across the UK.
Where is AllSaints Popular?
- Relative to all Google searches in each region, people in the North East, Scotland and the South East show the highest interest in AllSaints.
- Shoppers in Newcastle-upon-Tyne are the most interested people in AllSaints, while people in Birmingham show less than half the amount of interest.
Where is ASOS Popular?
- Relative to all Google searches in each region, people in Northern Ireland, the North and the South East show the highest interest in ASOS.
- Shoppers in Liverpool are the most interested people in ASOS, while people in Edinburgh show a third less interest.
Where is Boohoo Popular?
- Relative to all Google searches in each region, people in the North, Wales and the Midlands show the highest interest in Boohoo.
- Shoppers in Leicester and Liverpool are the most interested people in Boohoo, while people in London and Edinburgh show half the amount of interest.
Where is Dorothy Perkins Popular?
- Relative to all Google searches in each region, people in the Midlands, Yorkshire and Northern Ireland show the highest interest in Dorothy Perkins.
- Shoppers in Stoke-on-Trent are the most interested people in Dorothy Perkins, while people in London show around one third the amount of interest.
Where is Evans Popular?
- Relative to all Google searches in each region, people in the South West, the Midlands and the North West show the highest interest in Evans.
- Shoppers in Plymouth are the most interested people in Evans, while people in Newcastle-upon-Tyne show just over a third of the amount of interest.
Where is Farfetch Popular?
- Relative to all Google searches in each region, people in the South East and the North West show the highest interest in Farfetch.
- Shoppers in Liverpool and London are the most interested people in Farfetch, while people in Manchester and Birmingham show a greater amount of interest than other UK cities.
Where is Forever 21 Popular?
- Relative to all Google searches in each region, people in the North West, the Midlands and the South East show the highest interest in Forever 21.
- Shoppers in Liverpool and Birmingham are the most interested people in Forever 21, while people in Bristol show around a third of the amount of interest.
Where is H&M Popular?
- Relative to all Google searches in each region, people in the South East, Scotland and the Midlands show the highest interest in H&M.
- Shoppers in Ilford and Southeast-on-Sea are the most interested people in H&M, while people in Stoke-on-Trent show just half the amount of interest.
Where is I Saw It First Popular?
- Relative to all Google searches in each region, people in the North West, the Midlands and Scotland show the highest interest in I Saw It First.
- Shoppers in Manchester and Liverpool are the most interested people in I Saw It First, while people in London show less than half the amount of interest.
Where is In The Style Popular?
- Relative to all Google searches in each region, people in the North West, the North East and Yorkshire show the highest interest in In The Style.
- Shoppers in Sunderland are the most interested people in In The Style, while people in London and Birmingham show around one third of the amount of interest.
Where is Jack Wills Popular?
- Relative to all Google searches in each region, people in the South West, Northern Ireland and East Anglia show the highest interest in Jack Wills.
- Shoppers in Plymouth are the most interested people in Jack Wills, while people in Liverpool and Manchester only show a third of the amount of interest.
Where is Little Mistress Popular?
- Relative to all Google searches in each region, people in the North West, the Midlands and Scotland show the highest interest in Little Mistress.
- Shoppers in Liverpool and Glasgow are the most interested people in Little Mistress, while people in London show just over half the amount of interest.
Where is Mango Popular?
- Relative to all Google searches in each region, people in the Midlands, the North West and the South East show the highest interest in Mango.
- Shoppers in London and Leicester are the most interested people in Mango, while people in Sheffield show half the amount of interest.
Where is Marks & Spencer Popular?
- Relative to all Google searches in each region, people in Northern Ireland, Scotland and the North East show the highest interest in M&S.
- Shoppers in Belfast are the most interested people in Marks & Spencer, while people in Hull show the least amount of interest.
Where is Miss Selfridge Popular?
- Relative to all Google searches in each region, people in the North, Northern Ireland and Yorkshire show the highest interest in Miss Selfridge.
- Shoppers in Belfast and Liverpool are the most interested people in Miss Selfridge, while people in London and Portsmouth show just under half the amount of interest.
Where is Missguided Popular?
- Relative to all Google searches in each region, people in the North West, the North East and Northern Ireland show the highest interest in Missguided.
- Shoppers in Liverpool are the most interested people in Missguided, while people in Edinburgh show around half the amount of interest.
Where is MissPap Popular?
- Relative to all Google searches in each region, people in the North West, the Midlands and Wales show the highest interest in MissPap.
- Shoppers in Liverpool are the most interested people in MissPap, while people in London show less than a third of the amount of interest.
Where is Missy Empire Popular?
- Relative to all Google searches in each region, people in the North West, Scotland and Wales show the highest interest in Missy Empire.
- Shoppers in Liverpool are the most interested people in Missy Empire, while people in Sheffield show less than half the amount of interest.
Where is Net-a-Porter Popular?
- Relative to all Google searches in each region, people in the South East, the North West and Scotland show the highest interest in Net-a-Porter.
- Shoppers in London are the most interested people in Net-a-Porter, while people in Edinburgh, Manchester and Glasgow show around one third of the amount of interest.
Where is New Look Popular?
- Relative to all Google searches in each region, people in the North East, Northern Ireland and the Midlands show the highest interest in New Look.
- Shoppers in Belfast and Birmingham are the most interested people in New Look, while people in London show half the amount of interest.
Where is Next Popular?
- Relative to all Google searches in each region, people in the North, the Midlands and Northern Ireland show the highest interest in Next.
- Shoppers in Bradford and Liverpool are the most interested people in Next, while people in Bristol show just over half the amount of interest.
Where is Pretty Little Thing Popular?
- Relative to all Google searches in each region, people in the North, the Midlands and Northern Ireland show the highest interest in Pretty Little Thing.
- Shoppers in Liverpool are the most interested people in Pretty Little Thing, while people in London show less than half the amount of interest.
Where is Primark Popular?
- Relative to all Google searches in each region, people in the Midlands, the North East and the South East show the highest interest in Primark.
- Shoppers in Leicester are the most interested people in Primark, while people in Liverpool show around a third less interest.
Where is Reiss Popular?
- Relative to all Google searches in each region, people in the North East, the South East and East Anglia show the highest interest in Reiss.
- Shoppers in London are the most interested people in Reiss, while people in Birmingham show around half the amount of interest.
Where is River Island Popular?
- Relative to all Google searches in each region, people in the North, Northern Ireland and Wales show the highest interest in River Island.
- Shoppers in Sunderland and Liverpool are the most interested people in River Island, while people in Bristol show around a quarter the amount of interest.
Where is Superdry Popular?
- Relative to all Google searches in each region, people in the South East show the highest interest in Superdry.
- Shoppers in Plymouth and Bournemouth are the most interested people in Superdry, while people in Liverpool and Manchester show half the amount of interest.
Where is Ted Baker Popular?
- Relative to all Google searches in each region, people in the North West, the North East and the Midlands show the highest interest in Ted Baker.
- Shoppers in Liverpool and Nottingham are the most interested people in Ted Baker, while people in Edinburgh show just over half the amount of interest.
Where is Topshop Popular?
- Relative to all Google searches in each region, people in Northern Ireland, the North and the South East show the highest interest in Topshop.
- Shoppers in Belfast and Liverpool are the most interested people in Topshop, while people in Birmingham show around a third less interest.
Where is Urban Outfitters Popular?
- Relative to all Google searches in each region, people in the South East, Scotland and Wales show the highest interest in Urban Outfitters.
- Shoppers in Brighton are the most interested people in Urban Outfitters, while people in Belfast show around half the amount of interest.
Where is Wallis Popular?
- Relative to all Google searches in each region, people in the North, Wales and the Midlands show the highest interest in Wallis.
- Shoppers in Derby are the most interested people in Wallis, while people in London show just over half the amount of interest.
Where is Zara Popular?
- Relative to all Google searches in each region, people in the North West, the South East and the Midlands show the highest interest in Zara.
- Shoppers in Ilford and Liverpool are the most interested people in Zara, while people in Sheffield show around half the amount of interest.
