A mixture of well-established and disruptor fashion brands targeted at the womenswear market are expected to thrive this year, so what are they doing differently to stand out from the crowd?

A new report published by GlobalData on the global womenswear market suggests women’s fashion brands offering value for money or strong fashion credentials will continue to win share in 2025.

Women’s fashion brands expected to win in 2025 and beyond

Shein 

Singapore-headquartered ultra-fast fashion brand Shein tends to sit at the top of most disruptor brand lists.

GlobalData explains the brand continued to dominate the womenswear market in 2024 thanks to its wide variety of options and affordable prices. 

In 2025 the brand remains attractive among Gen Z as it consistently delivers on the latest fashion trends, and its lead is set to widen further as it enters the lucrative Indian market.

Shein lists thousands of new items daily covering the latest fashion trends at a much faster rate than its rivals, and has diverse product ranges including categories such as traditional dress, uniforms and maternitywear, which widen its appeal. 

Shein’s meteoric rise has not been without controversy though, with its ultra-fast business model raising concerns about labor practices and environmental impact, however this has so far not been enough to deter young consumers from purchasing from the brand. 

Shein is expected to submit its IPO to list on the London Stock Exchange at some point this year, and it is also expected to re-enter the lucrative Indian market through a partnership with Reliance Retail.

In 2024 the brand launched pop-up stores in countries such as Canada, South Korea, Malaysia and the Philippines. To increase relevance in each market, Shein localised the experiences on offer, for example, its Seoul pop-up included a whole floor dedicated to its Dazy sub-brand, for which Korean actor Kim You-jung is an ambassador.

Inditex’s Zara 

Zara, which is owned by Spanish conglomerate Inditex, expanded its Pre-Owned platform in 2024 to the US after successful launches in Europe. It hopes this will give US shoppers the chance to donate and repair items online and in select stores. Plus, it will give them the chance to explore an online resale platform and tap into the demand for sustainable shopping. Zara hopes this will boost its appeal among eco-conscious shoppers. 

Zara’s on-trend offering is also continuing to resonate with shoppers with it enjoying growth of 6.6% to reach almost €27.8bn in FY2024/25. 

The brand continues to exceed the global apparel market, which is projected to have grown just 0.2% in 2024, as it remains top of mind among consumers seeking the latest fashion. 

Zara continues its store optimisation programme, closing underperforming locations and opening enhanced sites featuring technologies such as self checkouts and automated online collection points. 

After a successful trial in China, Zara has also expanded live shopping to Europe and the US, aiming to better engage with Gen Z. 

Zara previously shied away from celebrity collaborations, but it has realised the power of these partnerships. Its most notable collaboration of late was with supermodel Kate Moss in November 2024, for a capsule collection of partywear inspired by some of Moss’ most iconic looks. 

Mango 

Spanish fashion brand Mango elevated its brand image and boosted its style credentials by collaborating with designer Victoria Beckham in 2024. 

Such collections help the brand to achieve a more premium identity and distinguish it from value-focused competitors. 

In 2024 Mango enjoyed a profit jump of 27% and attributed its success to a growth in its market presence, refurbishing 17% more stores than the previous year and opening 260 stores during 2024 to reach more than 2,800 stores globally.

The retailer has focused on its quality proposition as well as the aspiration of its collections. It has also expanded its online operations to more markets, including Africa, which is generally underserved by major international brands but will provide opportunity for significant growth in the future.

Alo Yoga 

Alo Yoga’s premium products and position as an all-round lifestyle brand have disrupted the women’s athleisure market.

In January 2025, Alo Yoga had 127 stores globally, and most of these were in its home market of the US, however, it has recently expanded to the Middle East, Asia and the UK. 

The brand’s success has partly been due to its partnerships with celebrities Kendall Jenner and Rosie Huntington-Whiteley. It also has an online fitness subscription service called Alo Moves and regularly hosts events such as yoga classes and wellness workshops to engage with shoppers.

Uniqlo 

Japanese fashion conglomerate Fast Retailing’s Uniqlo brand benefits from its 

value for money perception, which has appealed to consumers during current macroeconomic challenges. It has also focused on an international expansion that has driven awareness in new markets. 

Uniqlo will likely continue to gain share if it keeps on delivering on its promise of good quality basics at relatively affordable prices.

During a recent panel discussion in London Fast Retailing’s senior executives explained Uniqlo is built on a lean supply chain model that is continuing to create timeless and durable pieces from sustainable materials. 

In October, Fast Retailing announced its FY24 revenue topped JPY3tn ($2.13bn) for the first time with an industry expert noting it was driven by Uniqlo, which had returned to significant growth in its home market of Japan.