// John Lewis, Polo Ralph Lauren & HomeSense are the most recommended brands by their consumers
// John Lewis comes first for high street; Polo Ralph Lauren most advocated fashion & HomeSense tops general retail rankings
YouGov has named John Lewis, Polo Ralph Lauren and HomeSense the brands most recommended by consumers across the high street retail, fashion and general retail sectors.
YouGov’s 2020 Recommend rankings reveal the retailers with the highest percentage of their own customers recommending them to friends or colleagues.
The rankings data is drawn from YouGov Recommend+, which aims to better understand consumer advocacy.
In the high street category, findings showed that John Lewis was recommended by 81 per cent of its customers.
The 91-year-old high street department store has a history of strong performances in YouGov rankings, topping the brand health rankings for the past two years.
Five of the top 10 ranked high street retailers are in the health and beauty sector such as second-placed cosmetics company Lush with a recommend score of 78 per cent.
Polo Ralph Lauren is the UK’s most recommended fashion brand, with 79 per cent of its customers recommending it to others.
It scored above both Zara and Joules – each on 78 per cent.
The fashion rankings see the top 10 retailers separated by only four percentage points, highlighting how close the competition is throughout the fashion sector.
The rankings feature both the upper-end fashion market, including seventh-placed Gucci with 76 per cent and fast fashion brands such as fifth-placed Asos with 77 per cent.
In the general retail category, Canadian discount furniture retailer HomeSense is the general retailer most recommended by its customers with a recommend score of 81 per cent.
HomeSense faced competition from seven other homeware retailers, narrowly beating IKEA. Online furniture retailers such as Habitat and Made.com also scored well.
Trade tool and hardware retailer Screwfix, and self-building supplier Toolstation – have also earned high customer advocacy scores both earning a recommend score of 77 per cent, finishing in third and fourth place respectively.