Brandwave

How popular isAssembly Label?

In September 2026, people searched for Assembly Label by name about 90,500 times in Australia, a 22.3% increase from the previous year. These searches made up 2% of all Australia clothing shop searches, placing Assembly Label 12th out of 14 shops. When we asked both ChatGPT and Google AI Overviews about clothing shops, Assembly Label appeared in two of the four answers and was the fifth most recommended of the 14.

Search and AI answers in September 2026

Assembly Label is the 12th most searched of 14 competitors and the fifth most recommended in AI answers.

  1. Cotton OnShare of searches 18%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  2. Best & LessShare of searches 14.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  3. GlassonsShare of searches 12%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
  4. UniqloShare of searches 12%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  5. Assembly LabelShare of searches 2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

+9 more

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Top clothing shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Assembly Label was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Assembly Label is the fifth most recommended of the 14.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Uniqlo1st
  2. Kmart2nd
  3. Cotton On3rd
  4. Country Road4th
  5. Assembly Label5th
  6. Best & Less6th
  7. Sportsgirl7th
  8. Target Australia8th
  9. Glassons9th
  10. Zara–
  11. +4 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cotton On3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Uniqlo3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Country Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Assembly Label2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kmart2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Best & Less1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Glassons1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sportsgirl1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Target Australia1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zara0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+4 more

See every answer about clothing shops

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.

Which clothing shops compete with Assembly Label?

Assembly Label against clothing shops in Australia, by month

Share of searches by month for Cotton On, Best & Less, Glassons, Uniqlo, Country Road, Zara, H&M, Decjuba, Sportsgirl, Portmans, Jay Jays, Assembly Label. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysAssembly LabelKmartTarget Australia
Oct 202522.1%12.1%9.9%12.1%9.9%8.1%6.6%4.4%6.6%3.6%2.4%1.6%0.15%0.06%
Nov 202522%9.9%9.9%12.2%12.2%8.1%6.6%4.4%6.6%3.6%2.4%1.6%0.12%0.05%
Dec 202522.1%10%10%12.2%12.2%8.1%6.7%4.5%6.7%3%3%1.6%0.12%0.04%
Jan 202620.1%11%11%13.4%9%9%7.4%4.9%6%4%2.2%1.8%0.13%0.06%
Feb 202618%12.1%12.1%14.7%9.9%8.1%6.6%5.4%5.4%3.6%2%2%0.14%0.06%
Mar 202620.7%11.4%11.4%13.9%9.3%9.3%6.2%5.1%5.1%3.4%1.9%2.3%0.14%0.06%
Apr 202617.3%11.5%11.5%14.1%11.5%9.4%6.3%5.2%5.2%3.5%1.9%2.3%0.14%0.06%
May 202616%13.1%10.7%16%10.7%8.7%5.8%5.8%4.8%3.9%1.8%2.6%0.13%0.06%
Jun 202617.8%11.9%11.9%14.6%9.7%9.7%6.5%5.3%4.4%3.6%2%2.4%0.12%0.04%
Jul 202616.4%13.4%11%16.4%9%9%7.3%4.9%4.9%3.3%2.2%2.2%0.13%0.05%
Aug 202618.1%12.1%12.1%14.8%9.9%8.1%6.6%5.4%4.4%3.6%2%2.4%0.12%0.04%
Sep 202618%14.7%12%12%9.8%8%6.6%5.4%5.4%3.6%2.4%2%0.14%0.05%

  1. 1.Cotton On

    18%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.Best & Less

    14.7%

    Moved from 3rd to 2nd. 673K estimated branded searches, +22.4% vs prior month. Share +2.6 points.

  3. 3.Glassons

    12%

    Moved from 4th to 3rd. 550K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Uniqlo

    12%

    Moved from 2nd to 4th. 550K estimated branded searches, -18.3% vs prior month. Share -2.8 points.

  5. 5.Country Road

    9.8%

    Held 5th. 450K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Zara

    8%

    Held 6th. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.H&M

    6.6%

    Held 7th. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Decjuba

    5.4%

    Held 8th. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Sportsgirl

    5.4%

    Held 9th. 246K estimated branded searches, +22.4% vs prior month. Share +0.9 points.

  10. 10.Portmans

    3.6%

    Held 10th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Jay Jays

    2.4%

    Moved from 12th to 11th. 110K estimated branded searches, +21.5% vs prior month. Share +0.4 points.

  12. 12.Assembly Label

    2%

    Moved from 11th to 12th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  13. 13.Kmart

    0.14%

    Held 13th. 6.6K estimated branded searches, +22.2% vs prior month. Share 0 points.

  14. 14.Target Australia

    0.05%

    Held 14th. 2.4K estimated branded searches, +26.3% vs prior month. Share 0 points.

Kmart and Target Australia sell other things too, so only their searches that name this product count here, like “kmart clothing”.

Compare popularity between Assembly Label and its closest rivals

Every comparison with Assembly Label

13 comparisons

How has branded search demand for Assembly Label changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Assembly Label in Australia rose from 74K to 90.5K.
  • Across the 12 months ending September 2026, Assembly Label’s share of searches among clothing shops in Australia held steady, from 1.6% to 2%.

How did search popularity change for Australia clothing shops in September 2026?

6 changes

  1. In September 2026, Best & Less overtook Uniqlo to rank 2nd among clothing shops in Australia, with 14.7% of the searches.

  2. In September 2026, Sportsgirl gained share of searches among clothing shops in Australia, from 4.4% to 5.4%.

  3. In September 2026, Uniqlo lost share of searches among clothing shops in Australia, from 14.8% to 12%.

  4. Zara’s share of searches among clothing shops in Australia has lost ground for 3 months in a row, from 9.7% to 8% in September 2026.

  5. In September 2026, Glassons rose from 4th to 3rd among clothing shops in Australia.

  6. In September 2026, Jay Jays rose from 12th to 11th among clothing shops in Australia.

How are Assembly Label’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Assembly Label’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • assembly label

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How the Brand Demand Index is measured

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