Brandwave

How popular isThe Iconic?

In September 2026, people searched for The Iconic by name about 368,000 times in Australia, an 18.2% decrease from the previous year. These searches made up 7.4% of all Australia youth fashion retailer searches, placing The Iconic seventh out of 15 retailers. When we asked both ChatGPT and Google AI Overviews about youth fashion retailers, The Iconic appeared in four of the five answers and was the seventh most recommended of the 15.

Search and AI answers in September 2026

The Iconic is the seventh most searched of 15 competitors and the seventh most recommended in AI answers.

  1. Cotton OnShare of searches 16.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. GlassonsShare of searches 11.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. UniqloShare of searches 11.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 9th
  4. City BeachShare of searches 9.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th
  5. The IconicShare of searches 7.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 7th

+10 more

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. The Iconic is the seventh most recommended of the 15.

Most recommended by AI

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

  1. Cotton On1st
  2. Factorie2nd
  3. Glassons3rd
  4. Ghanda4th
  5. Universal Store5th
  6. H&M6th
  7. The Iconic7th
  8. City Beach8th
  9. Uniqlo9th
  10. Jay Jays10th
  11. +5 more

Mentioned by AI

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

  • Cotton On4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • City Beach3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • H&M3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Universal Store3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ghanda3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Factorie3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kmart3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about youth fashion retailers

5 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 youth fashion retailers compete with The Iconic?

The Iconic against youth fashion retailers in Australia, by month

Share of searches by month for Cotton On, Glassons, Uniqlo, City Beach, Princess Polly, Supré, The Iconic, Zara, H&M, Universal Store, Ghanda, Factorie, Jay Jays. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnGlassonsUniqloCity BeachPrincess PollySupréThe IconicZaraH&MUniversal StoreGhandaFactorieJay JaysEdge ClothingKmart
Oct 202519.9%9%10.9%9%7.3%6%9%7.3%6%6%4.9%2.2%2.2%0.24%0.13%
Nov 202518.3%8.2%10.1%10.1%6.7%6.7%10.1%6.7%5.5%6.7%5.5%3%2%0.22%0.1%
Dec 202519.7%8.9%10.9%10.9%4.9%5.9%7.3%7.3%5.9%7.3%4.9%3.2%2.7%0.24%0.11%
Jan 202618.1%9.9%12.1%9.9%5.4%5.4%8.1%8.1%6.6%6.6%4.4%3%2%0.22%0.12%
Feb 202616.9%11.3%13.8%7.6%7.6%6.2%7.6%7.6%6.2%6.2%4.1%2.8%1.9%0.2%0.14%
Mar 202619.8%10.9%13.3%7.3%6%6%7.3%8.9%6%6%4%2.7%1.8%0.24%0.13%
Apr 202616.7%11.2%13.7%7.5%6.1%6.1%7.5%9.1%6.1%6.1%5%2.7%1.8%0.25%0.13%
May 202616.4%11%16.4%6%6%6%7.3%9%6%6%4.9%2.7%1.8%0.24%0.13%
Jun 202616.9%11.3%13.8%6.2%6.2%6.2%7.6%9.3%6.2%6.2%5.1%2.8%1.9%0.3%0.11%
Jul 202615.2%10.2%15.2%6.8%6.8%5.6%8.3%8.3%6.8%5.6%5.6%3.1%2.1%0.22%0.12%
Aug 202616.8%11.2%13.7%7.5%7.5%6.1%7.5%7.5%6.1%6.1%5%2.8%1.8%0.2%0.11%
Sep 202616.6%11.1%11.1%9.1%7.4%7.4%7.4%7.4%6.1%6.1%5%2.7%2.2%0.24%0.13%

  1. 1.Cotton On

    16.6%

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

  2. 2.Glassons

    11.1%

    Moved from 3rd to 2nd. 550K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Uniqlo

    11.1%

    Moved from 2nd to 3rd. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.

  4. 4.City Beach

    9.1%

    Held 4th. 450K estimated branded searches, +22.3% vs prior month. Share +1.6 points.

  5. 5.Princess Polly

    7.4%

    Held 5th. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Supré

    7.4%

    Moved from 9th to 6th. 368K estimated branded searches, +22.3% vs prior month. Share +1.3 points.

  7. 7.The Iconic

    7.4%

    Moved from 6th to 7th. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Zara

    7.4%

    Moved from 7th to 8th. 368K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.H&M

    6.1%

    Moved from 8th to 9th. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Universal Store

    6.1%

    Held 10th. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Ghanda

    5%

    Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Factorie

    2.7%

    Held 12th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Jay Jays

    2.2%

    Held 13th. 110K estimated branded searches, +21.5% vs prior month. Share +0.4 points.

  14. 14.Edge Clothing

    0.24%

    Held 14th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  15. 15.Kmart

    0.13%

    Held 15th. 6.6K estimated branded searches, +22.2% vs prior month. Share 0 points.

Kmart sells other things too, so only its searches that name this product count here, like “kmart clothing”.

Compare popularity between The Iconic and its closest rivals

Every comparison with The Iconic

27 comparisons

How has branded search demand for The Iconic changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Iconic in Australia fell from 450K to 368K.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among youth fashion retailers in Australia decreased from 9% to 7.4%.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among youth fashion retailers in Australia peaked at 10.1% in November 2025 and was lowest at 7.3% in December 2025.
  • Across the 12 months ending September 2026, The Iconic fell from 5th to 7th among youth fashion retailers in Australia.

How did search popularity change for Australia youth fashion retailers in September 2026?

6 changes

  1. In September 2026, Supré overtook The Iconic and 2 others to rank 6th among youth fashion retailers in Australia, with 7.4% of the searches.

  2. In September 2026, City Beach gained share of searches among youth fashion retailers in Australia, from 7.5% to 9.1%.

  3. In September 2026, Uniqlo lost share of searches among youth fashion retailers in Australia, from 13.7% to 11.1%.

  4. Zara’s share of searches among youth fashion retailers in Australia has lost ground for 3 months in a row, from 9.3% to 7.4% in September 2026.

  5. In September 2026, Glassons rose from 3rd to 2nd among youth fashion retailers in Australia.

  6. Estimated monthly branded searches for Factorie in Australia rose 22.7% over 12 measured months, from 110K to 135K in September 2026.

How are The Iconic’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using The Iconic’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.

  • the iconic

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How the Brand Demand Index is measured

Where does The Iconic compete?

The Iconic is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Youth fashion retailers7th of 157.4%Shown above
Online marketplaces4th of 59.4%Show ranking
Online fashion retailers5th of 1310.7%Show ranking
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