Brandwave

How popular isUniqlo?

In September 2026, people searched for Uniqlo by name about 550,000 times in Australia, about the same as the previous year. These searches made up 16% of all Australia online fashion retailer searches, placing Uniqlo second out of 13 retailers. When we asked both ChatGPT and Google AI Overviews about online fashion retailers, Uniqlo appeared in three of the four answers and was the fifth most recommended of the 13.

Search and AI answers in September 2026

Uniqlo is the second most searched of 13 competitors and the fifth most recommended in AI answers.

  1. Cotton OnShare of searches 24%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. UniqloShare of searches 16%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  3. Country RoadShare of searches 13.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  4. Princess PollyShare of searches 10.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
  5. The IconicShare of searches 10.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st

+8 more

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Uniqlo was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Uniqlo is the fifth most recommended of the 13.

Most recommended by AI

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

  1. The Iconic1st
  2. Cotton On2nd
  3. ASOS3rd
  4. Country Road4th
  5. Uniqlo5th
  6. Dissh6th
  7. Aje7th
  8. White Fox Boutique8th
  9. Princess Polly9th
  10. Beginning Boutique10th
  11. +3 more

Mentioned by AI

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

  • The Iconic4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Uniqlo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Country Road3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ASOS3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Cotton On2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dissh2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Aje2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Showpo2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Princess Polly1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Meshki1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about online fashion retailers

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 22, 2026.

Which online fashion retailers compete with Uniqlo?

Uniqlo against online fashion retailers in Australia, by month

Share of searches by month for Cotton On, Uniqlo, Country Road, Princess Polly, The Iconic, Dissh, Aje, ASOS, Meshki, Showpo, Beginning Boutique, Hello Molly. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnUniqloCountry RoadPrincess PollyThe IconicDisshAjeASOSMeshkiShowpoBeginning BoutiqueHello MollyWhite Fox Boutique
Oct 202526.5%14.5%11.9%9.7%11.9%4.4%3.6%4.4%3.6%4.4%2.4%2%0.88%
Nov 202525.1%13.8%13.8%9.2%13.8%5.1%4.1%3.4%3.4%3.4%2.8%1.2%0.83%
Dec 202529.6%16.3%16.3%7.3%10.9%4.9%3.3%3.3%2.2%2.2%2.2%0.98%0.66%
Jan 202626.3%17.6%11.7%7.9%11.7%5.3%3.5%4.3%3.5%2.9%2.9%1.6%0.87%
Feb 202622.9%18.7%12.5%10.2%10.2%4.6%3.7%4.6%3.7%3.7%2.5%1.7%0.92%
Mar 202627.4%18.5%12.3%8.3%10.1%4.5%3.7%3.7%3.7%3%2.5%1.4%0.91%
Apr 202623.5%19.2%15.7%8.6%10.5%4.7%3.8%3.8%3.1%3.1%1.7%1.4%0.77%
May 202622.2%22.2%14.9%8.1%9.9%4.5%3.6%3.6%3.6%3%2%1.3%0.89%
Jun 202624.2%19.8%13.3%8.9%10.8%4%4%4%3.2%3.2%2.2%1.2%1.2%
Jul 202621.2%21.2%11.6%9.5%11.6%4.3%3.5%5.2%3.5%3.5%2.3%1.6%1%
Aug 202622.8%18.7%12.5%10.2%10.2%4.6%3.7%4.6%3.7%3.7%2.5%1.7%1.1%
Sep 202624%16%13.1%10.7%10.7%4.8%3.9%3.9%3.9%3.2%2.6%2.2%0.79%

  1. 1.Cotton On

    24%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share +1.2 points.

  2. 2.Uniqlo

    16%

    Held 2nd. 550K estimated branded searches, -18.3% vs prior month. Share -2.6 points.

  3. 3.Country Road

    13.1%

    Held 3rd. 450K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.Princess Polly

    10.7%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share +0.5 points.

  5. 5.The Iconic

    10.7%

    Held 5th. 368K estimated branded searches, 0% vs prior month. Share +0.5 points.

  6. 6.Dissh

    4.8%

    Moved from 7th to 6th. 165K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Aje

    3.9%

    Moved from 8th to 7th. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.ASOS

    3.9%

    Moved from 6th to 8th. 135K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  9. 9.Meshki

    3.9%

    Held 9th. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.

  10. 10.Showpo

    3.2%

    Held 10th. 110K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

  11. 11.Beginning Boutique

    2.6%

    Held 11th. 90.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Hello Molly

    2.2%

    Held 12th. 74K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  13. 13.White Fox Boutique

    0.79%

    Held 13th. 27.1K estimated branded searches, -33.1% vs prior month. Share -0.3 points.

Compare popularity between Uniqlo and its closest rivals

Every comparison with Uniqlo

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Uniqlo in Australia held steady at 550K.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in Australia increased from 14.5% to 16%.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among online fashion retailers in Australia peaked at 22.2% in May 2026 and was lowest at 13.8% in November 2025.

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

6 changes

  1. In September 2026, Cotton On gained share of searches among online fashion retailers in Australia, from 22.8% to 24%.

  2. In September 2026, Country Road gained share of searches among online fashion retailers in Australia, from 12.5% to 13.1%.

  3. In September 2026, Princess Polly gained share of searches among online fashion retailers in Australia, from 10.2% to 10.7%.

  4. In September 2026, The Iconic gained share of searches among online fashion retailers in Australia, from 10.2% to 10.7%.

  5. In September 2026, Uniqlo lost share of searches among online fashion retailers in Australia, from 18.7% to 16%.

  6. In September 2026, ASOS lost share of searches among online fashion retailers in Australia, from 4.6% to 3.9%.

How are Uniqlo’s branded searches counted?

1 search term

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

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