LONDON: Zara, H&M and Topshop are the leading mainstream fashion brands among female shoppers in the UK, with Chanel and Joseph assuming this position when discussing designer labels.

Dressipi, the recommendations website, polled 40,000 women, some 33% of which mentioned Zara, the fast-fashion chain owned by Inditex, as their favourite brand, ahead of rival H&M with 26%.

"Zara has mastered the art of rapidly translating catwalk trends into something for the fashion-forward consumer ... as well as for those consumers who would simply like their new purchases to slip effortlessly into existing wardrobes," Natalie Theo, a Dressipi stylist, told WWB.

Other well-known names from the high street followed, with Topshop on 21%, River Island on 20%, Next on 19% and Marks & Spencer on 17%, the same total as Mango and New Look.

Asos was the best-performing digital pure-play, registering 16%, indicating the relative strength of bricks and mortar stores, for the moment at least.

Breaking down its figures, Dressipi revealed that Topshop, Zara and H&M proved particularly popular with respondents under 40 years of age, many of which have a greater proclivity to shop around.

Marks & Spencer was the top brand for older buyers, as its score hit 27% for 41–50 year olds, growing to 38% among 51–60 year olds and 47% where participants were 61 years old or more.

Retailers typically charging higher prices, including Hobbs, Jaeger, L K Bennett and Monsoon, also rivalled fast fashion operators like Next and Zara with contributors aged 40 years old and above.

Turning to designer labels, Chanel and Joseph shared first position, both on 9%. DKNY came next on 8%, beating the 5% logged by Alexander McQueen.

"The same women who love the high street for fast fashion also lust after products from more established, classic designers such as Chanel or Joseph," Donna Kelly, Dressipi's co-founder, said.

"This implies savvy shoppers are heeding the venerable stylists' advice to look to the high street for a quick fashion fix, but splash out on designer clothes when they want to make a statement or buy a wardrobe classic."

Data sourced from WWB; additional content by Warc staff