The fast fashion chain moved up four positions from Q1 to come out first in the leaderboard of online clothing retailers.
An analysis of more than 3,000 of the most commercially valuable Google search terms in the UK that are relevant to fashion shows a dominance of affordable brands in the second quarter of the year.
The latest fashion leader board report by Pi Datametrics puts New Look, founded in Somerset in 1969, ahead of older household names such as Debenhams or House of Fraser.
New Look and Next fought closely for dominance throughout the quarter, with the former winning through by the end of June.
This news, a positive sign for digital dealings, is in contrast to the announcement earlier in the year of plans to shut up to 60 high street stores to reduce rent costs.
The company’s voluntary arrangement is a form of insolvency aimed at protecting a business from going bust and could see up to 980 New Look staff losing their jobs.
UK fashion leaderboard: share of voice in Google
1) New Look 7.81%
2) Next 7.47%
3) Boohoo 6.44%
4) Debenhams 6.3%
5) PrettyLittleThing 6.08%
6) ASOS 5.88%
7) Missguided 4.8%
8) River Island 4.56%
9) Sports Direct 3.95%
10) Zara 2.75%
11) House of Fraser 2.49%
12) Amazon UK 1.89%
Sole online retailer ASOS, which was previously sitting pretty in top position, fell furthest from Q1 to Q2, allowing Boohoo Group, which owns Boohoo.com and PrettyLittleThing, to advance up the search rankings and gain 12.5pc total share of voice in the fashion sector.
This jostling of affordable brands in the UK leaderboard contrasts, to a minor degree, with movements in the top positions in the US rankings, which sees slightly pricier brands and department stores such as Macy’s (1st) and Nordstrom (3rd) reigning supreme.
Perhaps most worthy of note in the US listings, however, is Wikipedia, which is strutting its stuff at number 10. This doesn’t mean that the free online encyclopedia has suddenly decided to venture into the American fashion retail market, but that it ranks well for the 3,000+ search queries analysed.
Wikipedia provides a lot of great content on fashion products and clothing terms, earning it a respectable position in the leaderboard. Its appearance is something that non-ranking apparel brands should see as an opportunity in the market for more relevant players to steal share – it’s not yet saturated by retailers alone.
US fashion leaderboard: share of voice in Google
1) Macy’s 13.5%
2) Forever 21 7.75%
3) Nordstrom 5.1%
4) Charlotte Russe 3.86%
5) Amazon.com 3.78%
6) Target 3.54%
7) H&M 2.92%
8) Express 2.65%
9) FashionNova 2.64%
10) Wikipedia 2.53%
11) American Eagle Outfitters 2.45%
12) Urban Outfitters 2.17%