Value fashion retailers dominate the YouGov's "most improved" list
Value fashion retailers have taken all of the top five spots in the "Most Improved" UK High Street Fashion list in the latest YouGov BrandIndex’s annual global brand health rankings for 2018.
Primark topped the list with an approval rating among consumers of +2.7, a 3.9 point increase on last year's -0.9 score. George at Asda was second in the list of improvers jumping 2.7 points to +16.1, followed by F&F at Tesco, up 2.6 points at +11.5. Sainsbury's Tu (up 2.2 points at +14.7) and Matalan (up 2.2 points at +7.8) complete the list.
YouGov's most improved fashion retailers 2018
| Rank | Brand | 2018 | 2017 | Change in score |
| 1 | Primark | 2.7 | -0.9 | 3.6 |
| 2 | George | 16.1 | 13.4 | 2.7 |
| 3 | F&F | 11.5 | 8.9 | 2.6 |
| 4 | Tu Clothing | 14.7 | 12.5 | 2.2 |
| 5 | Matalan | 7.8 | 5.6 | 2.2 |
In the overall list of most favoured high street fashion brands Marks & Spencer retained the top spot with an approval rating of +39, a long way ahead of second place Debenhams at +26. Next comes in third at +24.8, while House of Fraser's recent woes have not cost it a top five spot as its rating is still +18.7. George with its score of +16.1 now finds itself completing the top five.
The 1,350 brands in the overall YouGov BrandIndex were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings charts show the brands with the highest average Index scores between July 1, 2017 and June 30, 2018. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. Both scores are representative of the general population of adults 18+.
In the general high street retail list M&S (+39) is kept off the top spot by John Lewis, which has an approval rating of +41.9. Boots (+34.9), Waterstones (+33.9) and Debenhams (+26) complete the top five list.
Of the most improved businesses on the high street in general Mike Ashley's Sports Direct comes top having improved its rating by 6.1 points though it remains in negative territory when it comes to its approval rating with a score of -6.2.
