Next is the most searched fashion brand in the UK by a margin of over 20 million, coming well ahead of more ecommerce focused rivals.
According to new research conducted by Pi Datametrics, online fashion sales in the UK accounted for 24 per cent of all clothing sales between May 2018 and April 2019, representing around £11.6 billion.
In its study of 972 online retailers in the UK, it found that Next was searched a whopping 82 million times during the year, dropping just 1.35 per cent from the same period between 2015 and 2016.
This was dramatically ahead of its closest rival John Lewis, which was searched 60.4 million times, down over 20 per cent from 2015.
Despite both of these retailers relying primarily on physical store sales, they both came ahead of online pureplay Asos, which was searched 50.1 million times, dropping 14 per cent from 2015.
The rest of the top ten most searched fashion retailers is dominated by primarily physical retailers including Debenhams, New Look, M&S, Matalan, Sports Direct and JD Sports, with Boohoo representing the only other online pureplay in ninth place.
All of these retailers except Boohoo, Matalan and JD Sports saw a steady decline in online searches, with New Look seeing a dramatic 32 per cent drop.
Though their search volumes are relatively small in comparison, various fast fashion online pureplays have seen triple and even quadruple digit growth.
PrettyLittleThing leads the pack in terms of search volumes, boasting 24.4 million searches over the year, rising 237.8 per cent since 2015.
In terms of growth Oh Polly saw a massive 1007 per cent growth over the same period, seeing 3.7 million searches over the last year, with Nasty Gal coming second with a 598 per cent growth.