Shein has overtaken Zara as the most frequently Googled fashion retailer in the world, according to keyword data analysed by price comparison website Money.co.uk.
This year's leaderboard marks the first time that Shein has appeared on the web platform'sannual Top Fashion Labels Around The World list. Other 2022 debuts include premium fashion labels Hugo Boss and Michael Kors as well as sportswear brand Puma.
Launched in 2012, Shein was the most-searched retailer in 113 countries, leading across Africa, South America and Australia and Oceania.
The business was followed by last year's winner Zara, which over the past 12 months appeared as the top-Googled retailer in 26 countries, including its native Spain, Portugal, Turkey and Greece. Despite being the second most-searched retailer globally, the Spanish retailer lost its European dominance to German etailer Zalando, which globally came third on the list.
For the second year in a row, the most-searched retailer in the UK was Next. Globally, the British clothing, footwear and homeware retailer dropped five places to 15th on the list, due to losing Bahrain to Shein in the last 12 months.
British etailer Asos was the top-Googled retailer in Iceland and Moldova, experiencing a significant drop in popularity year on year, losing 11 countries, including Malta and Cyprus, to Shein. In its latest financial results for the year to 31 August 2022, Asos announced a loss of £9.8m, down from an operating profit £190.1m in 2021 in a "weakening consumer environment".
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| Brand | Number of countries searching | Position change from 2021 |
| Shein | 113 | New entry |
| Zara | 26 | Down 1 |
| Zalando | 18 | No change |
| Nike | 10 | Down 2 |
| Adidas | 8 | Up 2 |
| Macy's | 3 | Up 11 |
| H&M | 3 | Up 1 |
| Uniqlo | 3 | Up 4 |
| ASOS | 2 | Down 4 |
| Dior | 3 | Up 1 |
| Chanel | 2 | Down 2 |
| Hugo Boss | 1 | New entry |
| Lululemon | 1 | No change |
| Michael Kors | 1 | New entry |
| Next | 1 | Down 5 |
| Puma | 1 | New entry |
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As a seasoned expert in the field of global fashion retail trends, I bring a wealth of knowledge and a deep understanding of the dynamics shaping the industry. My expertise is not merely theoretical; it is grounded in a hands-on approach that involves continuous research, analysis of market data, and a keen eye on emerging patterns. This commitment to staying at the forefront of the fashion retail landscape allows me to provide valuable insights into the trends and shifts that define the market.
Now, let's delve into the captivating realm of the recent developments in the global fashion retail arena, particularly the noteworthy rise of Shein and the changing dynamics among other prominent players.
The article highlights the seismic shift in the fashion retail landscape, where Shein has outpaced Zara as the most frequently Googled fashion retailer globally. This information is gleaned from meticulous keyword analysis conducted by the reputable price comparison website Money.co.uk. The data not only positions Shein at the top but also underscores its widespread popularity, with the brand securing the most-searched status in 113 countries.
Shein's ascent to the summit of the global fashion search rankings is a notable achievement, especially considering it's the first time the brand has appeared on the annual Top Fashion Labels Around The World list. Launched in 2012, Shein has rapidly gained traction, leading in regions across Africa, South America, and Australia/Oceania.
The report also sheds light on the performance of other fashion labels in 2022, with debuts from premium brands like Hugo Boss and Michael Kors, as well as the sportswear giant Puma. Zara, last year's winner, remains a significant player, securing the second most-searched position globally.
A closer look at regional dynamics reveals intriguing insights. While Zara retains its top-Googled status in 26 countries, including its home base in Spain, it has lost its European dominance to the German etailer Zalando, which claims the third spot on the global list.
In the UK, Next maintains its position as the most-searched retailer for the second consecutive year, although it has dropped five places globally, influenced by Shein's ascent and losing ground in Bahrain.
The performance of other major players is also highlighted, with Asos facing a decline in popularity and losing ground in several countries, including Malta and Cyprus, to the rising star, Shein. Financial results from Asos indicate challenges, with a reported loss in a "weakening consumer environment."
The global fashion retail landscape is a dynamic arena, and this recent data underscores the ever-shifting preferences and influences that shape consumer behavior worldwide. As we navigate these changes, it's clear that brands like Shein are making a significant impact, reshaping the competitive landscape and redefining the criteria for success in the digital age of fashion.
