Brands Featured

  • next.co.uk
  • johnlewis.com
  • houseoffraser.co.uk
  • marksandspencer.com
  • matalan.co.uk
  • hm.com
  • debenhams.com
  • riverisland.com
  • peacocks.co.uk
  • primark.com
  • flannels.com
  • urbanoutfitters.com
  • usc.co.uk
  • allsaints.com
  • gap.co.uk
  • joules.com
  • uniqlo.com
  • burton.co.uk
  • net-a-porter.com
  • evans.co.uk
  • scottsmenswear.com
  • tessuti.co.uk
  • fatface.com
  • roxy-uk.co.uk
  • fashionworld.co.uk
  • diyaonline.com
  • bowsboutiques.com
  • reeshma.com
  • omsara.co.uk
  • sortedsurfshop.co.uk
  • rebelliousfashion.com
  • suitsmeonline.com
  • shiffonz.com
  • modanisa.com
  • hsn.com
  • fashionnova.com
  • janan.co.uk
  • urbanbeachclothing.co.uk
  • asiansuitsonline.com
  • abayabuth.com
  • asiancouture.co.uk
  • eastessence.com
  • thefashionboutiqueni.co.uk
  • thefashionshop.online
  • biah.co.uk
  • modestforever.com
  • pakistanidesignerwear.co.uk
  • sweetsaltclothing.com
  • thefashionloftboutique.com

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What to expect inside

  • 2021 High Street Fashion Market Report Front Cover
  • 2021 High Street Fashion Market Report index page
  • 2021 High Street Fashion Market Report Vis Year On Year Page
  • 2021 High Street Fashion Market Report Winners Page

Latest insights

  • hm.com has the best Digital Brand Reach in the industry
  • next.co.uk is ranked No.1 in organic visibility
  • Sites that have grown considerably in SEO visibility YOY are: johnlewis.com, marksandspencer.com and matalan.co.uk
  • Sites that have lost visibility in the last year are: debenhams.com & urbanoutfitters.com

10 minutes Reading time

Brands Ranked

Updated May 2021

What we know about the High Street Fashion Market

This week, we’re unveiling the high street fashion industry, seeing who has the best online marketing strategy in 2021. If you’re looking to snoop in on your biggest competitors, this is a report you need to see.

Inside, we uncover the high street fashion market’s biggest marketing secrets. We’ve stripped back their websites, analysing metrics such as visibility, keyword opportunity, page speed, and much more. This market report is one you’re not going to want to miss.

To get your hands on this free, exclusive report, fill out the information atop this page and we’ll send it straight to your inbox. If you want to learn a little more about data, keep reading for a quick peek.

The winners and losers in the online high street fashion industry

There hasn’t been that much movement in the online high street fashion market this year. In total, the industry has increased by a total of 3% in organic visibility. Despite the slim improvement, it doesn’t mean the individual brands within didn’t have a good year.

Let’s take a look at some of the winners. Despite a low total industry increase, H&M managed to score a 68% increase in visibility. Matalan witnessed similar gains, achieving 49% YoY in 2020. If you’re looking for some tips to improve your SEO this year, these are the sites to investigate.

Some brands also lost visibility in the past 12 months. Debenhams, for example, lost a massive -84%. With Boohoo buying their site, hopefully, this dip can be rectified. Urban Outfitters also saw steep losses with a -19% decline in visibility. These brands clearly need a bit of TLC.

Want to see where your brand came in the high street fashion report? Get your free copy now.

Which are the biggest online high street fashion brands in 2021?

Here is a quick rundown of the top 10 sites:

  1. next.co.uk
  2. johnlewis.com
  3. houseoffraser.co.uk
  4. marksandspencer.com
  5. matalan.co.uk
  6. hm.com
  7. newlook.com
  8. debenhams.com
  9. riverisland.com
  10. peacocks.co.uk

Which online High street fashion brands have seen the biggest growth in 2021?

  1. next.co.uk (31%)
  2. johnlewis.com (28%)
  3. marksandspencer.com (34%)
  4. matalan.co.uk (49%)
  5. hm.com (68%)

Which online High street fashion brands have seen the biggest losses in 2021?

  1. debenhams.com (-84%)
  2. urbanoutfitters.com (-19%)
  3. usc.co.uk (-23%)
  4. burton.co.uk (-20%)
  5. net-a-porter.com (-26%)

Which online High street fashion brands have the best digital reach?

Digital brand reach is essential if you want your ideal customers to remember your name and tell their friends about you. By optimising campaigns on search and social, you can dramatically improve how well people recognise your brand.

Because digital brand reach is so important in 2021 and beyond, we’ve created a digital reach league table inside this report comparing all of your competition. It uses monthly brand searches and social media engagement to produce a comprehensive metric. With this, you can reliably see who’s reaching the most people and staying relevant.

For quick reference, the brand owning the most digital reach in the high street fashion market is H&M. They receive over 2.2 million brand searches every month and have a monstrous social score of 128,101. This is one of the biggest social scores I’ve ever seen. In total, they have 84 million followers spread across the 3 major social platforms (Twitter, Facebook, and Instagram). If you’re looking for social tips this year, H&M are the brand to be watching.

If you want to see where you’ve come in our digital brand reach league table, get your hands on the free report now.

What are the high competition keywords in the online high street fashion industry?

If you’re looking to get the most from SEO, you need to have the high volume, high competition search terms in your sights. Sure, they’re hard to grab, but getting them will provide your site with a noticeable profit bump.

To help you identify the main high competition keywords to go after, we’ve dug deep and discovered the essential terms to add to your campaign. By having access to their list, you’ll know exactly what you should be targeting and whether you’re heading in the right direction.

In the online high street fashion industry, the most competitive keyword is “jumper”. However, this result brings back results for the 2008 movie. So, it might not be a great idea to be targeting this broad keyword.

The second most competitive in our list is “hoodies for men”, which is more specific and bound to bring back relevant results. This keyword receives over 60K searches every month and has a competitive rating of 93/100. Despite the nature of this keyword, many brands on this report have managed to land a first-page result.

House of Fraiser is sitting pretty in P3 and Next, Matalan, and UCS aren’t too far behind. If you’re looking to achieve these monster terms in 2021, these brands would make a successful benchmark.

If you want to see more high competition keywords, get the free report now. Simply fill in the information above.

What are the keyword opportunities in the online High street fashion industry?

As well as high competition keywords, our report also details a number of opportunity keywords. These are search terms with high volume and low competition, making them a superb target if you don’t have an authoritative brand/website.

These could be considered the low-hanging fruit of the SEO world. With the right strategy and implementation, these terms could fuel a successful campaign.

When analysing the opportunity keywords in our high street fashion report, here is a big trend we found.

Personalisation is Huge!

The biggest finding from the opportunity keyword report is the lack of competition for personalised and custom items, particularly t-shirts.  There is a 36K search volume opportunity just waiting to be plucked up by an ambitious brand.

If you’re an established or up-and-coming brand looking to make an impact this year, investigating custom clothing could be a profitable endeavour.

Which online High street fashion brands have the best online reputation?

When it comes to online marketing, trust is an essential ingredient for success. If you want people to buy from you, they need to trust you. It’s as simple as that.

With advancements in search, Google needs to trust you as well. Therefore, maintaining high-quality reviews and sharing them with your visitors is more important than ever before.

To help you understand the landscape of trust better, we’ve performed an analysis of all the online high street fashion brands and compared them based on Trust Pilot reviews. With this, you’ll be able to see who’s putting in the work to get solid reviews and what they’re doing to achieve them.

Here are the top 5 brands who are crushing it in terms of online reputation:

  1. flannels.com
  2. scottsmenswear.com
  3. tessuti.co.uk
  4. newlook.com
  5. joules.com

Want to see where your brand ended up? Get the report now.

Which online High street fashion brands have the fastest page speed?

In 2021, you need to have a lighting fast website. Without it, you’ll struggle to gain traction on Google and your customers will bounce from the site if it doesn’t meet their needs.

Because website speed is an important factor, we’ve performed a complete page speed analysis of your competition. With this analysis, you’ll be able to see which site is performing the best and use their strategies for yourself.

Here’s what PageSpeed Insights identified as the top 5 fastest High street fashion brands:

  1. hm.com
  2. thefashionboutiqueni.co.uk
  3. modanisa.com
  4. thefashionloftboutique.com
  5. reeshma.com

Interested to see where you came? Get the free report now.

Read more about the importance of page speed here.

Do I have to Pay for This High Street Fashion Report?

Nope, this report is completely free. We aim to build relationships in markets we want to partner with. Feel free to download your free report using the form above. No strings attached.

I can’t find my high street fashion brand in the report, where is it?

If you are struggling to find your brand in the report, get in touch asap. We can put together a personalised report featuring your brand and send it straight to your inbox.

If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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