Understanding the Shifting Landscape of Consumer Search Behaviour
As we navigate the ever-changing world of retail, it’s essential to stay ahead of the curve and understand what drives consumer demand. A recent report by MediaVision, utilizing their innovative Metis technology, provides valuable insights into real-time consumer search behaviour during the final quarter of 2025. This analysis reveals the brands that are best positioned for growth in 2026 and sheds light on the trends that will shape the fashion industry in the years to come.
The Enduring Appeal of Fashion
Despite financial pressures, fashion continues to outperform other retail categories when it comes to consumer spending. This is a testament to the enduring appeal of fashion and its ability to bring people joy, confidence, and a sense of self-expression. As MediaVision CEO Louis Venter notes, “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.” This highlights the importance of staying agile and responsive to changing consumer needs.
Value and Resale Drive Brand Momentum
The report reveals that value and resale are key drivers of brand momentum, with Primark, Vinted, and Next recording the strongest growth in share of brand search. Primark’s impressive 0.65 increase in share can be attributed to its ability to combine product launches, seasonal campaigns, and sustainability messaging with in-store innovation. This approach has kept the brand visible across multiple consumer narratives, making it a leader in the market. Vinted’s 0.47 increase, on the other hand, underscores the growing acceptance of secondhand fashion as a mainstream choice.
The Rise of Resale
Resale is no longer just a budget-driven behaviour; it’s becoming a lifestyle choice. Platforms like Vinted are scaling organic brand demand, and consumers are increasingly viewing secondhand fashion as a viable and desirable option. As MediaVision head of digital PR Annabelle Sacher notes, “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.” This shift towards sustainability and conscious consumerism is an opportunity for brands to rethink their strategies and appeal to the growing number of consumers who prioritize the environment and social responsibility.
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 has demonstrated strong consumer interest and engagement. 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 notes that brands able to sustain or grow demand late in the year are better positioned when post-Christmas spending slows.
The Importance of Organic-Led Brand Strategy
In today’s competitive market, a strong organic-led brand strategy is no longer optional. With paid search becoming more expensive, brands must focus on building a loyal customer base and creating engaging content that resonates with their target audience. As Jacky Lovato adds, “With slower ecommerce growth, higher fulfilment costs, and rising media inflation across the UK fashion market, a strong organic-led brand strategy is crucial for success.” By prioritizing organic growth and building a robust brand strategy, businesses can stay ahead of the curve and thrive in an ever-changing landscape.
Ultimately, the key to success in the fashion industry lies in understanding the shifting landscape of consumer search behaviour and adapting to the changing needs and preferences of the market. By prioritizing value, resale, and sustainability, and focusing on building a strong organic-led brand strategy, businesses can position themselves for growth and success in 2026 and beyond.
