UK Retail Apparel & Accessories - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Apparel & Accessories category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Apparel & Accessories – UK

Google AI Overview visibility for Retail Apparel & Accessories UK

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 4.05744549693
95.9425545031
4%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 48
52
48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 10%
Transactional 16%
Navigational 2%
Seasonal 5%
Local 2%
Problem Solving 3%

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Market Exposure

Share of Clicks for top 10 UK Retail Apparel & Accessories brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
marksandspencer.com 9.13
shein.co.uk 4.84
asos.com 4.25
next.co.uk 3.04
lululemon.co.uk 2.57
debenhams.com 2.11
bbcicecream.eu 1.76
jdsports.co.uk 1.65
charlestyrwhitt.com 1.42
schuh.co.uk 1.4
others 67.83
  • marksandspencer.com - 9.13%
  • shein.co.uk - 4.84%
  • asos.com - 4.25%
  • next.co.uk - 3.04%
  • lululemon.co.uk - 2.57%
  • debenhams.com - 2.11%
  • bbcicecream.eu - 1.76%
  • jdsports.co.uk - 1.65%
  • charlestyrwhitt.com - 1.42%
  • schuh.co.uk - 1.4%
  • others - 67.83%

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Marks & Spencer leads with 9.13% click share, followed by Shein at 4.84%. “Others” dominate with 67.83%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Retail Apparel & Accessories brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date marksandspencer.com shein.co.uk asos.com next.co.uk bbcicecream.eu superdry.com charlestyrwhitt.com lululemon.co.uk schuh.co.uk jdsports.co.uk
2026/02/01 4.26% 6.29% 2.75% 2.1% 0.62% 1.47% 1.31% 2.59% 1.04% 1.03%
2026/02/02 4.41% 6.98% 3.26% 2.15% 1.32% 1.4% 1.36% 2.53% 0.75% 1.2%
2026/02/03 5.62% 6.31% 5.86% 2.22% 2.93% 0.8% 1.59% 2.24% 1.19% 1.07%
2026/02/04 4.28% 7.55% 7.56% 1.49% 4.26% 0.91% 1.56% 2% 1.15% 1.15%
2026/02/05 4.35% 7.02% 7.95% 1.8% 2.7% 0.91% 1.59% 1.93% 1.33% 0.94%
2026/02/06 5.02% 7.53% 6.38% 1.87% 3.44% 0.68% 1.46% 2.1% 1.38% 1.15%
2026/02/07 6.47% 6.66% 5.82% 2.44% 0.94% 0.84% 1.37% 2.65% 1.58% 2.31%
2026/02/08 3.94% 6.77% 5.83% 1.92% 0.92% 0.99% 1.35% 2.87% 1.18% 1.68%
2026/02/09 5.48% 5.96% 4.83% 2.38% 1.26% 1.32% 1.39% 2.98% 1.42% 1.8%
2026/02/10 7.5% 5% 3.98% 3.16% 0.35% 1.62% 1.33% 2.9% 1.64% 1.89%
2026/02/11 7.12% 4.65% 3.09% 2.45% 3.48% 1.52% 1.2% 2.98% 1.78% 2.14%
2026/02/12 7.16% 3.75% 3.61% 2.39% 1.46% 1.64% 1.47% 2.59% 1.57% 2.32%
2026/02/13 5% 7.51% 6.37% 1.87% 3.43% 0.68% 1.45% 2.09% 1.38% 1.15%
2026/02/14 6.45% 6.64% 5.81% 2.43% 0.93% 0.84% 1.37% 2.64% 1.57% 2.3%
2026/02/15 3.93% 6.76% 5.82% 1.91% 0.92% 0.99% 1.35% 2.86% 1.17% 1.67%
2026/02/16 5.46% 5.95% 4.82% 2.37% 1.26% 1.31% 1.39% 2.97% 1.42% 1.79%
2026/02/17 5.4% 7.97% 2.53% 2.09% 0% 1.3% 1.42% 2.3% 0.94% 1.24%
2026/02/18 6.98% 6.85% 4.16% 2.46% 0.4% 1.51% 1.4% 2.73% 1.3% 1.54%
2026/02/19 5.51% 6.88% 3.63% 2.09% 2.72% 1.52% 1.5% 3.24% 1.08% 1.83%
2026/02/20 6.09% 4.63% 3.33% 1.98% 5.72% 1.13% 1.27% 3.44% 1.08% 1.33%
2026/02/21 6.88% 3.46% 2.55% 2.22% 3.11% 1.36% 1.44% 3.28% 1.05% 1.73%
2026/02/22 7.45% 3.67% 2.27% 2.72% 0.83% 1.48% 1.67% 3.5% 0.82% 1.47%
2026/02/23 8.02% 4.67% 2.62% 2.29% 1.66% 1.35% 1.53% 2.85% 0.86% 1.46%
2026/02/24 7.73% 6.16% 2.59% 2.56% 0.89% 1.21% 1.62% 2.4% 0.82% 1.42%
2026/02/25 7.6% 5.64% 2.96% 2.1% 1.2% 1.6% 1.47% 2.51% 1.03% 1.31%
2026/02/26 7.43% 5.93% 4.47% 2.22% 1.79% 1.73% 1.39% 2.04% 1.19% 1.1%
2026/02/27 7.54% 5.56% 3.29% 2.72% 3.76% 1.69% 1.35% 1.67% 1.26% 0.73%
2026/02/28 8.39% 7.18% 3.76% 2.5% 2.2% 1.66% 1.5% 1.31% 1.09% 0.72%
  • marksandspencer.com
  • shein.co.uk
  • asos.com
  • next.co.uk
  • bbcicecream.eu
  • superdry.com
  • charlestyrwhitt.com
  • lululemon.co.uk
  • schuh.co.uk
  • jdsports.co.uk

Copyright © Adthena. All rights reserved.

Marksandspencer.com saw a steady rise, peaking at 8.39% on February 28. Shein.co.uk fluctuated, ending at 7.18%. Asos.com started strong but declined, finishing at 3.76%. Next.co.uk remained stable, closing at 2.5%.

Market Exposure

Competitor Count for UK Retail Apparel & Accessories

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2026/02/01 5361
2026/02/02 5433
2026/02/03 5274
2026/02/04 5349
2026/02/05 5416
2026/02/06 5428
2026/02/07 5361
2026/02/08 5286
2026/02/09 5266
2026/02/10 5293
2026/02/11 5415
2026/02/12 5306
2026/02/13 5428
2026/02/14 5361
2026/02/15 5286
2026/02/16 5266
2026/02/17 4768
2026/02/18 5211
2026/02/19 5105
2026/02/20 5003
2026/02/21 4895
2026/02/22 4883
2026/02/23 5045
2026/02/24 5163
2026/02/25 5031
2026/02/26 4912
2026/02/27 4852
2026/02/28 4946

Copyright © Adthena. All rights reserved.

February began with 5,361 advertisers, peaking at 5,433 on the 2nd. Mid-month saw a decline, reaching 4,768 on the 17th. The month concluded with a slight recovery, ending at 4,946 advertisers.

Campaign Efficiency

Market Loss & Market Gains for UK Retail Apparel & Accessories

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
marksandspencer.com 1.8%
drmartens.com 0.55%
ugg.com 0.36%
superdry.com 0.32%
adidas.co.uk 0.27%
mandmdirect.com -0.25%
tesco.com -0.25%
schuh.co.uk -0.37%
shein.co.uk -0.64%
asos.com -1.74%

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Marksandspencer.com surged with a 1.80 increase, while asos.com faced a decline of -1.74. Drmartens.com and ugg.com also saw positive growth, contrasting with shein.co.uk’s drop.

Campaign Efficiency

UK Retail Apparel & Accessories Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date shein.co.uk marksandspencer.com asos.com next.co.uk superdry.com debenhams.com schuh.co.uk mandmdirect.com lululemon.co.uk jdsports.co.uk
2026/02/01 7.83% 3.57% 3.3% 2.19% 1.48% 1.81% 1.22% 1.51% 2.08% 1.33%
2026/02/02 8.56% 3.81% 3.9% 2.25% 1.4% 1.04% 0.88% 1.58% 1.97% 1.46%
2026/02/03 7.64% 4.94% 7.33% 2.41% 0.81% 1.41% 1.45% 1.25% 1.81% 1.4%
2026/02/04 8.98% 3.75% 9.38% 1.67% 0.98% 1.36% 1.41% 1.32% 1.57% 1.56%
2026/02/05 8.19% 3.84% 9.68% 2.04% 0.95% 1.58% 1.62% 1.56% 1.5% 1.25%
2026/02/06 8.98% 4.39% 7.91% 2.08% 0.68% 1.52% 1.66% 1.76% 1.72% 1.5%
2026/02/07 7.93% 5.68% 6.95% 2.54% 0.79% 2.08% 1.83% 1.7% 2.13% 2.9%
2026/02/08 8.01% 3.54% 6.95% 2.04% 0.97% 2.08% 1.41% 1.47% 2.25% 2.16%
2026/02/09 7.26% 4.68% 5.84% 2.5% 1.31% 1.95% 1.71% 1.39% 2.47% 2.39%
2026/02/10 6.08% 6.62% 4.88% 3.4% 1.59% 2.89% 1.91% 1.37% 2.42% 2.38%
2026/02/11 5.67% 6.47% 3.89% 2.64% 1.6% 2.06% 2.11% 1.44% 2.51% 2.66%
2026/02/12 4.64% 6.4% 4.38% 2.54% 1.73% 1.79% 1.85% 1.49% 1.98% 2.91%
2026/02/13 8.98% 4.39% 7.91% 2.08% 0.68% 1.52% 1.66% 1.76% 1.72% 1.5%
2026/02/14 7.93% 5.68% 6.95% 2.54% 0.79% 2.08% 1.83% 1.7% 2.13% 2.9%
2026/02/15 8.01% 3.54% 6.95% 2.04% 0.97% 2.08% 1.41% 1.47% 2.25% 2.16%
2026/02/16 7.26% 4.68% 5.84% 2.5% 1.31% 1.95% 1.71% 1.39% 2.47% 2.39%
2026/02/17 9.23% 4.63% 3.09% 2.22% 1.27% 2.45% 1.12% 3.31% 1.49% 1.5%
2026/02/18 8.27% 5.83% 5.27% 2.55% 1.5% 1.85% 1.49% 1.24% 2.1% 1.81%
2026/02/19 8.26% 4.83% 4.67% 2.33% 1.52% 1.74% 1.26% 1.53% 2.57% 2.2%
2026/02/20 5.8% 5.61% 4.28% 2.2% 1.12% 1.52% 1.34% 1.17% 3.01% 1.7%
2026/02/21 4.19% 6.35% 3.15% 2.43% 1.3% 1.62% 1.27% 0.86% 2.86% 2.1%
2026/02/22 4.24% 6.88% 2.72% 2.87% 1.42% 1.56% 0.93% 0.84% 2.92% 1.7%
2026/02/23 5.63% 7.2% 3.3% 2.54% 1.31% 1.41% 1% 0.97% 2.43% 1.72%
2026/02/24 7.29% 6.83% 3.24% 2.79% 1.18% 1.68% 0.99% 1.29% 1.96% 1.73%
2026/02/25 6.85% 6.85% 3.66% 2.26% 1.64% 1.26% 1.2% 1.22% 2% 1.67%
2026/02/26 7.31% 6.72% 5.4% 2.4% 1.76% 1.35% 1.37% 0.8% 1.53% 1.41%
2026/02/27 6.96% 6.71% 4.14% 2.97% 1.74% 1.25% 1.51% 0.65% 1.23% 0.92%
2026/02/28 8.8% 7.4% 4.74% 2.63% 1.66% 1.39% 1.29% 1.01% 0.91% 0.89%
  • shein.co.uk
  • marksandspencer.com
  • asos.com
  • next.co.uk
  • superdry.com
  • debenhams.com
  • schuh.co.uk
  • mandmdirect.com
  • lululemon.co.uk
  • jdsports.co.uk

Copyright © Adthena. All rights reserved.

In February 2026, Shein.co.uk led with fluctuating impressions, peaking at 9.23%. Marksandspencer.com steadily rose, ending at 7.4%. Asos.com saw early highs, then declined. Next.co.uk and Superdry.com showed minor variations. Debenhams.com and Schuh.co.uk had consistent shares. Mandmdirect.com and Lululemon.co.uk experienced declines, while Jdsports.co.uk fluctuated, closing at 0.89%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Retail Apparel & Accessories

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for UK Retail Apparel & Accessories - Last month
  1. 1
    Debenhams https://www.debenhams.com

    Debenhams.com Online — Save Across Fashion, Beauty, Gifts & Home At Debenhams & Shop Big Brands For Less. Shop The Biggest Brands For Fashion, Home & Beauty Online...

  2. 2
    Billionaire Boys Club At JD - Up To 50% Off Now - Next Day Delivery https://www.jdsports.co.uk

    Offers Have Dropped. And You Don't Want To Miss Them. Scroll Up To 50% Off Now. Need It Quick? Order Before 8pm For Next Day Delivery.

  3. 3
    Billionaire Boys Club https://www.mainlinemenswear.co.uk

    T shirts, tracksuits & more — Browse our collection of mens Billionaire Boys Club clothing by Pharrell Williams. Casual & Sportswear. Smart & Casual T-Shirts. Short & Long Sleeve.

  4. 4
    Marks & Spencer https://www.marksandspencer.com › lingerie › brands

    Shop With Sparks Online Today — Order Online For Home Delivery Or Free Collection From Your Nearest Store. Free Delivery Over £60 & Hassle Free Returns At M&S.

  5. 5
    Billionaire Boys Club | Selfridges https://www.selfridges.com

    Utilitarian basics meet contemporary cool in the Billionaire Boys Club range. Discover the cult streetwear brand from Pharrell Williams and Nigo at Selfridges.

Copyright © Adthena. All rights reserved.

In the competitive world of retail, Debenhams entices with savings on big brands, while JD Sports and Mainline Menswear highlight the allure of Billionaire Boys Club. Marks & Spencer offers convenience with free delivery, and Selfridges showcases cult streetwear.

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