Google search data has revealed that the Chinese fashion online store, Shein, is the 2022 most popular fashion brand in South Africa followed by Zara, Zalando, Nike, and Adidas.
In 2021, Zara took the number-one spot and has risen in popularity over the last 12 months.
Globally, Shein is also the most searched fashion brand, topping searches in 133 countries including Australia, Mexico, and France. The fashion brand was founded in 2008 in Nanjing, China.
According to research compiled by money.co.uk, top designer labels such as Dior, Chanel, Michael Kors, and Hugo Boss are featured in the bottom 20 of fashion brand searches on Google search data.
New entries that have also made it to the 2022 analytics for top-searched fashion brands are Michael Kors, Hugo Boss, and Puma.
Europe
Zara lost its dominance in Europe as it fell from first to second place over the last 12 months, topping the searches in just 15 countries compared to 20 in 2021. Meanwhile, other appearances were made by the Swedish brand H&M, Chinese online retailer Shein, and British online retailer ASOS.
North America
Shein dominated the market, ranking first in 20 out of 24 countries while American department store chain Macy’s is the most popular brand in the US.
South America
Shein tops the searches in 10 countries including Brazil, Paraguay and Venezuela. German sports brand Adidas tops three countries – Argentina, Colombia and Peru.
Asia
Shein leads the pack in the Asian market, but sportswear brands maintain a good share of popularity with Nike being the most searched and Adidas being the most searched for in four countries.
Africa
Shein is the number-one brand in Africa, topping the search results in 47 countries. Luxury brands such as Dior topped results in Kenya, Tanzania, and Uganda, while Hugo Boss is the most searched brand in Burkina Faso.
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