What is there to "get"? They are just clothes. Tops, trousers, skirts, shoes..you know?
Cos sell neutral coloured, natural fibre clothes in simple styles. Often loose fitting, boxy, or with a interesting twist in the material. Rarely feature the latest trends.
Oasis sell lots of brightly coloured floral tops, synthetic fabrics, very trend led e.g. cold shoulder, frills, fluted sleeves.lots of smart office workwear. Ditto Warehouse
French Connection/Karen Millen sell glam clubby clothes, suitable for weddings and evening wear
Baukjen sell bodycon jersey tops and dresses
Toast sell utilitarian, loose fitting, clothes in muted colours. Like Cos, classic rather than trend led, repeat a lot of styles seasonally.
etc etc. All of the above will feature exceptions to their USP, all will have clothes that look rubbish on hangers. All feature moody models online; we're supposed to look at the clothes, the model is a glorified shop dummy/clothes horse.
Pick the one with the clothes you like the most. God forbid we all dress the same.