Primark has generated the largest amount of consumer buzz out of UK womenswear retailers during September.

Primark builds buzz  

Of 5,000 UK womenswear consumers surveyed during September, 38% claimed they had recently heard about the Primark brand. This figure rises to 68% amongst 16-24-year-olds.

When it comes to top-of-mind brand awareness, the value retailer has one of the highest scores among UK womenswear shoppers at 34% nationally and 46% among 16-24-year-olds.

These results are even more impressive given that the brand does not notably invest in above-the-line advertising.

Primark’s steady commitment to opening new retail stores, with 11 added in the UK this year alone, certainly helps boost top-of-mind awareness.

The brand is also successful at driving desirability for their products, a great example includes product updates and eye-catching price tags that are posted multiple times a day through their social media platforms, which have more than 10 million followers.

Boohoo targets its core

Boohoo, a brand that does typically invest in above-the-line advertising, reached good advertising awareness across all ages at 21%, but a low top-of-mind awareness among the same audience at 6% in September.

Advertising and top-of-mind brand awareness jump to 46% and 19% respectively, if you take the 16-24-year-old consumer group, proving that the brand’s focused media spend on their core audience is resonating.

The online retailer’s vision is to be ‘leading the ecommerce fashion market for 16-to-30-year-olds’. This highly targeted strategy should, with time, translate advertising awareness to higher unaided brand awareness.

Find out more

How do consumers feel about the top 10 UK retailers right now? In this exclusive webinar, WGSN will dissect and rank the leading brands on October 18, 11am BST.


WGSN’s Barometer is used to track public perception of retailers. It interviews 350 consumers every day, yielding 120,000 interviews a year, composed of more than 100 questions such as:

  • Awareness (top of mind): ”Thinking about womenswear retailers, which names come to mind?”
  • Awareness (advertising): “Have you seen advertising for any of the following retailers in the last month?”
  • Buzz: “Which of the following womenswear retailers have you heard something positive/negative about in the last month?” (Buzz is the sum of both pPositive and negative.)

Commentary supplied for Retail Week by WGSN Barometer analysts. For more information, visit