GlobalData’s latest dataset forecasting UK retailer market shares out to 2027 highlights that Shein is expected to continue on its skyrocketing trajectory to land as the sixth largest UK apparel retailer by 2027, stealing market share away from its fast fashion rivals.
Louise Deglise-Favre, Apparel Analyst at GlobalData, a leading data and analytics company, offers her view:
“Shein is uncontestably predicted to be the biggest winner in the UK apparel market out to 2027, with its market share jumping from 2.2% in 2023 to 2.8% in 2027, leading it to become the sixth largest apparel retailer, up from 11th place in 2023. Shein’s winning combination of highly competitive prices and omnipresent social media marketing will allow it to overtake UK competitor ASOS, which held the eighth spot in 2023, and is expected to fall to 10th by 2027.
“Other online fast fashion players will suffer from Shein’s meteoric rise, with ASOS, boohoo.com and PrettyLittleThing all forecast to lose market share out to 2027. Therefore, these retailers should focus on agility and price to ensure their product offerings can compete with Shein for the attention of young shoppers, and they must effectively leverage the power of social media and collaborations to regain top of mind appeal.
“Next, Primark and M&S are expected to retain their top three respective positions in the UK apparel market out to 2027. Next and M&S will continue to benefit from their value for money perception, wide product offerings including third-party brands, and strong online capabilities. As the economy remains trying in the short term, Primark’s exciting ranges and stores will allow it to win shoppers looking to trade down, but grocers ASDA, Tesco and Sainsbury’s will not see the same uplift due to less inspiring propositions. JD Sports and Sports Direct will retain their fourth and fifth places respectively thanks to the continued outperformance of sportswear.”
