A new report by MediaVision, using its proprietary Metis technology, analyses real-time consumer search behaviour during the final quarter of 2025, tracking shifts in demand and identifying the brands best positioned for growth in 2026.
The data shows fashion continuing to outperform competing retail categories when it comes to consumer share of wallet, even as households remain under financial pressure.
MediaVision CEO Louis Venter said: “Consumer search behaviour 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.”
MediaVision growth director Adam Bly explained fashion holds a “commanding, growing share,” even outside short-term seasonal spikes such as Black Friday. He added: “It appears that consumers continue to make sure a decent amount of buying power is set aside for fashion, even whilst tail and headwinds appear to hit other markets with considerable force.”
Value and resale drive brand momentum
Over the quarter, Primark, Vinted and Next recorded the strongest growth in share of brand search, reflecting a shift towards affordability and perceived value. Primark posted the largest increase with 0.65, followed closely by resale platform Vinted at 0.47, underlining growing consumer acceptance of secondhand fashion as a mainstream choice.
MediaVision head of digital PR Annabelle Sacher noted Primark’s performance reflects its ability to combine product launches, seasonal campaigns and sustainability messaging with in-store innovation, keeping the brand visible across multiple consumer narratives at once.
Sacher explained that resale is moving beyond budget-driven behaviour, with secondhand fashion increasingly viewed as a lifestyle choice, helping platforms such as Vinted scale organic brand demand.
High street brands retain consumer attention
Among the UK’s high street retailers, Next continues to dominate overall brand search share, extending its lead during Q4 and reinforcing its position heading into 2026.
With a 0.43-point increase in share, the retailer demonstrated strong consumer interest and engagement heading into 2026. Among the top five, Primark is the only other brand to record positive growth, rising by 0.65 points, while competitors see a slight decline.
MediaVision head of content Jacky Lovato said brands able to sustain or grow demand late in the year are better positioned when post-Christmas spending slows.
“With paid search becoming more expensive, a strong organic-led brand strategy is no longer optional,” she added, pointing to slower ecommerce growth, higher fulfilment costs and rising media inflation across the UK fashion market.
