Brandwave

How popular isStep One?

In September 2026, people searched for Step One by name about 12,100 times in Australia, an 18.2% decrease from the previous year. These searches made up 16.5% of all Australia underwear brand searches, placing Step One third out of five brands. When we asked both ChatGPT and Google AI Overviews about underwear brands, Step One appeared in two of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Step One is the third most searched of 5 competitors and the third 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, Step One was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Step One is the third 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 Step One?

Step One 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 Step One and its closest rivals

Every comparison with Step One

4 comparisons

How has branded search demand for Step One changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Step One in Australia fell from 14.8K to 12.1K.
  • Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia decreased from 18.3% to 16.5%.
  • Across the 12 months ending September 2026, Step One’s share of searches among underwear brands in Australia peaked at 21.9% in November 2025 and was lowest at 10.8% in June 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 Step One’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Step One’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.

  • step one underwear

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How the Brand Demand Index is measured

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