Subdued consumer confidence and persistent high inflation are continuing to shape the UK apparel market, constraining discretionary spend and accelerating a shift toward value-oriented and online channels. The market remained subdued through 2025 with only cautious signs of recovery, as shoppers prioritized convenience, versatility, and trend-led value. In this environment, Shein and Adidas are forecast to have recorded biggest gains in their shares in the UK apparel market last year, according to GlobalData, a leading intelligence and productivity platform.

Sharon Iles, Senior Apparel Analyst at GlobalData, comments: “Brands that combined strong value perception with trend relevance and clear positioning are set to have gained traction, while those unable to differentiate or justify price points have seen some share erosion.”

Primark is estimated to have remained the UK’s largest apparel brand, though its market share is set to have edged down 0.1ppts to 6.0% in 2025. Similarly, Marks & Spencer is expected to have experienced a more notable decline of 0.4ppts to 4.2%, affected by a cyber-attack in early 2025, and reflecting an intensified competition across mid-market segments. Within sportswear, Nike is projected to have lost 0.2ppts to 3.6%, due to a lag in innovation and weaker style credentials.

In contrast, several brands are forecast to have gained share. Next is expected to have gained 0.2ppts to 3.8%, supported by its broad brand offering and multi-channel strength. Shein is projected to have further increased its share by 0.3ppts to 3.5%, continuing to capitalize on low prices and rapid trend turnaround. Adidas is also among the stronger performers, with a share growth of 0.4ppts to 3.1%, benefiting from sustained demand for its Original lines and performance footwear.

Iles concludes: “Within the mass market segment, Zara is estimated to have posted a modest 0.1ppts uplift to 2.6%, as the brand continued to leverage its style credentials but started to reach maturity in some European markets. Supermarket players George, F&F and TU are projected to gain 0.1ppts in share to 2.8%, 2.3% and 1.6% respectively, as they improved their fashion credentials while maintaining low prices—an approach that resonated with shoppers amid 2025’s economic turbulence.”