The original disruptors have been disrupted. While the high street holds its breath and fast fashion falls out of favor, pure plays like ASOS, boohoo and Missguided have seen their branded search volume increase year over year. With pure plays providing best-in-class site experiences and redefining fulfilment expectations, legacy retailers struggle to keep up. And there’s no rest for the weary: Amazon achieves higher organic and paid search visibility for unbranded terms on Google than any Index brand in the U.K.