Brandwave

How popular isCalvin Klein?

In September 2026, people searched for Calvin Klein by name about 30,700 times in Australia, a 16.3% decrease from the previous year. These searches made up 36.9% of all Australia underwear brand searches, placing Calvin Klein first out of five brands. When we asked both ChatGPT and Google AI Overviews about underwear brands, Calvin Klein appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Calvin Klein is the most searched of 5 competitors and the fifth most recommended in AI answers.

  1. Calvin KleinShare of searches 36.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. BondsShare of searches 24.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. Step OneShare of searches 16.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. BoodyShare of searches 13.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. JockeyShare of searches 9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Calvin Klein was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Calvin Klein is the fifth most recommended of the five.

Most recommended by AI

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

  1. Bonds1st
  2. Boody2nd
  3. Step One3rd
  4. Jockey4th
  5. Calvin Klein5th

Mentioned by AI

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

  • Bonds4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Boody4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Step One2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jockey2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Calvin Klein1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about underwear brands

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which underwear brands compete with Calvin Klein?

Calvin Klein against underwear brands in Australia, by month

Share of searches by month for Calvin Klein, Bonds, Step One, Boody, Jockey. The figures are in the table below the chart.

View monthly share of searches table
MonthCalvin KleinBondsStep OneBoodyJockey
Oct 202540.9%21.9%18.3%12.2%6.7%
Nov 202540%18.2%21.9%14.6%5.3%
Dec 202547.5%18.4%17.4%11.6%5.2%
Jan 202637.8%20.9%16.9%16.9%7.5%
Feb 202639%21.6%17.4%14.2%7.8%
Mar 202650.5%15.3%12.3%15.1%6.7%
Apr 202642.6%19.3%15.6%15.6%6.9%
May 202656.9%14.1%11.4%11.4%6.2%
Jun 202653.9%13.4%10.8%16.1%5.9%
Jul 202643.8%19.9%16%13.1%7.2%
Aug 202644.2%19.3%16.1%13.2%7.2%
Sep 202636.9%24.1%16.5%13.5%9%

  1. 1.Calvin Klein

    36.9%

    Held 1st. 27.1K estimated branded searches, -33.1% vs prior month. Share -7.2 points.

  2. 2.Bonds

    24.1%

    Held 2nd. 17.7K estimated branded searches, 0% vs prior month. Share +4.8 points.

  3. 3.Step One

    16.5%

    Held 3rd. 12.1K estimated branded searches, -18.2% vs prior month. Share +0.3 points.

  4. 4.Boody

    13.5%

    Held 4th. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.3 points.

  5. 5.Jockey

    9%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +1.8 points.

Compare popularity between Calvin Klein and its closest rivals

Every comparison with Calvin Klein

11 comparisons

How has branded search demand for Calvin Klein changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Calvin Klein in Australia fell from 36.7K to 30.7K.
  • Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands in Australia decreased from 40.9% to 36.9%.
  • Across the 12 months ending September 2026, Calvin Klein’s share of searches among underwear brands in Australia peaked at 56.9% in May 2026 and was lowest at 36.9% in September 2026.

How did search popularity change for Australia underwear brands in September 2026?

4 changes

  1. In September 2026, Bonds gained share of searches among underwear brands in Australia, from 19.3% to 24.1%.

  2. In September 2026, Jockey gained share of searches among underwear brands in Australia, from 7.2% to 9%.

  3. In September 2026, Calvin Klein lost share of searches among underwear brands in Australia, from 44.2% to 36.9%.

  4. Step One’s share of searches among underwear brands in Australia has gained ground for 3 months in a row, from 10.8% to 16.5% in September 2026.

How are Calvin Klein’s branded searches counted?

2 search terms

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

  • calvin klein bra
  • calvin klein underwear

Do you work for Calvin Klein? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Calvin Klein compete?

Calvin Klein is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Lingerie brands9th of 91.3%Show ranking
Underwear brands1st of 536.9%Shown above
Creator with pink hair and a pink jacket

Is Calvin Klein your brand?

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