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Vantage | H&M Group in online fashion retailers, 5th of 30, UK | Tilio

H&M Group

hm.comOnline Fashion Retailers, United Kingdom

Measured 27 Oct 2026, published 27 Oct 2026.

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Visibility this week

4.8%No change shown: First published reading, so there is nothing to compare against yet.

Named in 24 of 501 eligible answers.

5th of 30new

First published reading, so there is nothing to compare against yet.

Named in 24 eligible answers this week

Change over time

One point per published scan, one scan a week. The dashed line is the mean visibility of every company measured in the industry in that scan.

H&M GroupCategory average

0%1.5%3%4.5%6%27 Oct 2026

One point per published scan. Hover, or focus the chart and use the arrow keys, to read a scan.

View 1 scan as a table

Measured	H&M Group	Category average	Rank
27 Oct 2026	4.8%	3.4%	5th

What the results show

The scan of 27 Oct 2026, read plainly. Every figure here appears elsewhere on this page; nothing is estimated.

H&M Group was named in 24 of 501 eligible AI answers to 169 online fashion retailers questions in the scan of 27 Oct 2026: a visibility of 4.8%. It ranks 5th of 30 companies measured. This is its first published reading, so there is no change to show yet. The category average is 3.4%, so H&M Group sits 1.4 pp above it.

By engine, H&M Group is strongest on ChatGPT (7.7%, named in 13 of 169 answers) and weakest on Google AI Mode (3.0%). It is above the category average on 3 of 3 engines.

It appears in answers to 17 of 169 questions. Where it is absent, other measured companies are named instead, most often ASOS.

By engine

Each engine was asked the same questions. The company against the category average on each engine, on one scale.

ChatGPT
Named in 13 of 169 answers · most visible: ASOS, 21.3%
H&M Group: 7.7%
Category average: 4.1%
Google AI Overviews

The questions

Which of the 169 questions the engines named H&M Group for, and which they answered with other companies instead.

Where H&M Group is named

Named in answers to 17 of 169 questions this week. Most often:

Which UK online fashion retailers should I shortlist for well-made everyday basics that hold up to frequent wear without costing too much?
Product information, quality and durabilityNamed in 3 of 3 answers · 3 of 3 engines
Which online fashion retailers do UK shoppers recommend for everyday wardrobe basics, and what do customers say makes their range worth recommending?
Product range and discovery

Recorded answers

A sample of the answers collected in this scan, with the engine, the capture time, who was named and what was cited.

Showing 10 of 10 recorded answers in this sample · 24 answers named H&M Group this week in total.

ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“Which online fashion retailers do UK shoppers recommend for everyday wardrobe basics, and what do customers say makes their range worth recommending?”
… fit and value for money** — rather than simply the cheapest clothes. The most frequently praised options include Uniqlo, Marks & Spencer, Next, COS and Arket, with smaller and more affordable alternatives also attracting loyal fans. These are recurring recommendations from online community discussions, not a statistically representative UK consumer survey. www.reddit.com Best for: T-shirts, knitwear, trousers and everyday …
H&M Group namedProduct range and discovery
Also named: Fast Retailing, Next, Marks & Spencer, Sainsbury's, John Lewis Partnership
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Which online fashion retailers do UK shoppers recommend for workwear, and what do they say about finding different professional styles?”
… high-quality, long-lasting work trousers.[[1]](https://www.reddit.com/r/AskWomenOver30/comments/16q9lsk/ladies_who_live_in_the_uk_where_do_you_buy_your/) - & Other Stories: Frequently grouped alongside COS by shoppers looking for smart-casual separates with unique, Parisian-inspired or Scandinavian design twists.[[1]](https://www.mumsnet.com/talk/style_and_beauty/5164186-where-to-shop-for-workwear)[[2]](https://www.reddit.com/r/HENRYUK/comments/1kp4v1t/female_henrys_where_do_you_buy_work_clothes/) - ME+EM & The Fold: …
H&M Group namedProduct range and discovery
Also named: Fast Retailing, Marks & Spencer, Next, TFG London
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“Which online fashion retailers do UK shoppers recommend for everyday wardrobe basics, and what do customers say makes their range worth recommending?”
… 2. ARKET - What shoppers say: Part of the H&M group, ARKET is heavily praised by minimalist style enthusiasts for heavy-gsm plain t-shirts, crisp poplin shirts, and structured everyday jersey pieces. - Why it's recommended: Shoppers love their clean, Scandinavian aesthetic, precise tailoring, and commitment to heavier weight, tactile fabrics that look more expensive than they are. The cuts are modern, relaxed, and ideal for a capsule wardrobe.[[1]](https://www.google.com/search 3. COS - What shoppers say: Sister brand to Arket, COS is recommended for elevated, …
H&M Group namedProduct range and discovery
Also named: Fast Retailing, Marks & Spencer
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“Which online fashion retailers do UK shoppers recommend for workwear, and what do they say about finding different professional styles?”
… --- 3\. Creative and fashion-conscious COS, Arket, Zara and & Other Stories suit people who want interesting silhouettes, contemporary tailoring and more individuality. In discussions, COS is praised for combining classic pieces with a distinctive twist. [www.rollonfriday.com](https://www.rollonfriday.com/discussion/ladies-where-do-you-buy-your-workwear --- 4\. Feminine, colourful or less conventional Boden, Mint Velvet, Sézane and Whistles are worth exploring for patterned blouses, midi dresses, colourful knitwear and distinctive accessories. Shoppers often combine …
H&M Group namedProduct range and discovery
Also named: Marks & Spencer, Next, Fast Retailing, Inditex, TFG London
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Which UK online fashion retailers should I shortlist for well-made everyday basics that hold up to frequent wear without costing too much?”
… without stretching or losing shape, you should shortlist Uniqlo, Marks & Spencer, Community Clothing , and Arket . These online retailers strike the ideal balance between textile durability and affordability by prioritizing fabric quality over fast-fashion trends. ### Top UK Online Retailers for High-Quality Basics - Uniqlo : Widely praised by consumer experts as the benchmark for budget-friendly basics, Uniqlo focuses heavily on fabric technology rather than marketing. - Durability Highlight: Their …
H&M Group namedProduct information, quality and durability
Also named: Fast Retailing, Marks & Spencer
Google AI ModeCaptured 27 Oct 2026, 11:48 UTC
“Can you suggest several UK online places to shop for pre-loved jeans that are gently worn and still in good shape?”
… : A favourite app-based marketplace for vintage and contemporary streetwear. You can filter specifically by waist size, leg length, wash, and brand (like Weekday, Levi's, or Agolde), and chat directly with independent UK sellers about the exact condition of the denim. - Vinted UK : Ideal for bargain-hunting gently worn high-street and designer denim. Because listing is free for sellers, prices tend to be very low, and buyer protection policies give peace of mind if the jeans arrive not as described. If you have a specific brand, fit (e.g., skinny, …
H&M Group namedSustainability, sourcing and circular fashion
Also named: Inditex, Depop Limited
- google.com
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“Can you name some UK online shops with lots of casual clothes, trainers and everyday accessories?”
… Best for: versatile everyday clothes and wardrobe basics. Shop Next --- 5\. H&M Useful for affordable casual outfits, basics, denim, relaxed-fit trousers, knitwear, jackets, bags, sunglasses and jewellery. A good option if you like current high-street trends. www.expertreviews.co.uk --- 6\. Zalando A multi-brand fashion shop worth exploring …
H&M Group namedProduct range and discovery
Also named: ASOS, JD Sports Fashion, Frasers Group, Next, Zalando, Fast Retailing
ChatGPTCaptured 27 Oct 2026, 11:46 UTC
“I struggle to find smart-casual clothes for work that feel like my style. How can I make it easier to find suitable options?”
Finding smart-casual clothes for work that actually feel like you can be surprisingly difficult. Often, the problem isn't a lack of clothes — it's that workwear advice can feel too generic, too formal, or completely disconnected from your personal style. The easiest way to approach it is to start with the style you already love and adapt it to your workplace, rather than trying to build a whole new work wardrobe. ## 1\. Make finding your style easier Build a visual style moodboard Save 10–15 outfits you genuinely like from Pinterest, Instagram or shop websites. Don't limit yourself …
H&M Group not namedProduct range and discovery
Also named: Next, Marks & Spencer
Google AI OverviewsCaptured 27 Oct 2026, 11:46 UTC
“Which of two fashion retailers has the easier-to-use app search and filters, including controls that work well for shoppers with accessibility requirements?”
To give you the most accurate comparison, I need to know which two fashion retailers you are looking to compare (for example, ASOS vs. Zara, or Nike vs. H&M).Once you share the brands, I will evaluate their apps on: - Search Smartness: How well they handle typos, autocomplete, and natural language. - Filter Efficiency: The ease of narrowing down sizes, colors, and cuts without burying options. - Accessibility Compliance: Support for screen readers (like VoiceOver/TalkBack), text resizing, high-contrast visuals, and large tap targets for motor accessibility. Which **two …
H&M Group not namedWebsite, app and accessibility
Also named: ASOS
Google AI ModeCaptured 27 Oct 2026, 11:46 UTC
“I have barely used the benefits this year. Should I cancel my fashion membership before it renews?”
Deciding whether to cancel a fashion membership (like ASOS Premier, Amazon Prime, or a brand-specific loyalty club) when you haven't used it comes down to a quick mathematical check and your future plans. Here is a quick way to evaluate your options: - Calculate your usage: Divide the annual membership cost by the number of orders or deliveries you made this year. If the cost per use is higher than what you would have paid for standard shipping or individual perks, it's losing you money. - Project the next few months: Look at your upcoming calendar. If you have a string of events, seasonal …
H&M Group not namedLoyalty, membership and repeat shopping
Also named: ASOS

Passages are the part of each answer around the mention, or the opening where the company is absent. Times are when the answer was collected.

Sources and citations

Where the answers that named the company pointed. A citation is a link the engine showed; it is not an endorsement.

11 of the 24 answers naming H&M Group linked to its own website (46%). A citation is a link in the answer; it is recorded where the engine showed one.

reddit.com11
www2.hm.comown site11
marksandspencer.com

Track this company

Get H&M Group’s visibility, rank and change by email each week it is measured.

Measured against the same questions

The most visible companies in the industry and the companies either side of this one, this week.

Against the 29 other companies measured, H&M Group ranks 5th. ASOS is the most visible at 20.2%, 15.4 pp ahead. John Lewis Partnership (5.4%) sits just above it and Fast Retailing (4.4%) just below.

Competitors measured against the same questions, with H&M Group in position
#	Company	Visibility	Change
1	ASOS	20.2%, 101 of 501 eligible answers	No change shown: First published reading, so there is nothing to compare against yet.
2	Marks & Spencer