Brandwave

How popular isZara?

In September 2026, people searched for Zara by name about 368,000 times in Australia, about the same as the previous year. These searches made up 8.2% of all Australia clothing shop searches, placing Zara sixth out of 13 shops. When we asked both ChatGPT and Google AI Overviews about clothing shops, Zara did not appear in any of the answers.

Search and AI answers in September 2026

Zara is the sixth most searched of 13 competitors and not listed in any AI answer.

  1. Cotton OnShare of searches 18.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. Best & LessShare of searches 15%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  3. GlassonsShare of searches 12.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 8th
  4. UniqloShare of searches 12.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  5. ZaraShare of searches 8.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+8 more

Zara website (opens in a new tab)

Follow Zara and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top clothing shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Zara did not appear in any of the four answers.

Most recommended by AI

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

  1. Uniqlo1st
  2. Cotton On2nd
  3. Kmart3rd
  4. Country Road4th
  5. Best & Less5th
  6. Sportsgirl6th
  7. Target Australia7th
  8. Glassons8th
  9. Zara–
  10. H&M–
  11. +3 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
  • 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
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 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 Zara?

Zara 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. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysKmartTarget Australia
Oct 202522.4%12.3%10.1%12.3%10.1%8.3%6.8%4.5%6.8%3.7%2.5%0.15%0.07%
Nov 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3.7%2.5%0.12%0.05%
Dec 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3%3%0.12%0.04%
Jan 202620.5%11.2%11.2%13.7%9.2%9.2%7.5%5%6.1%4.1%2.3%0.13%0.06%
Feb 202618.4%12.3%12.3%15%10.1%8.2%6.7%5.5%5.5%3.7%2%0.15%0.07%
Mar 202621.1%11.6%11.6%14.2%9.5%9.5%6.4%5.2%5.2%3.5%1.9%0.14%0.06%
Apr 202617.7%11.8%11.8%14.5%11.8%9.7%6.5%5.3%5.3%3.5%1.9%0.14%0.06%
May 202616.4%13.4%11%16.4%11%9%6%6%4.9%4%1.8%0.13%0.06%
Jun 202618.3%12.2%12.2%14.9%10%10%6.7%5.5%4.5%3.7%2%0.12%0.04%
Jul 202616.8%13.7%11.2%16.8%9.2%9.2%7.5%5%5%3.4%2.3%0.13%0.05%
Aug 202618.6%12.4%12.4%15.2%10.2%8.3%6.8%5.6%4.5%3.7%2%0.12%0.04%
Sep 202618.3%15%12.2%12.2%10%8.2%6.7%5.5%5.5%3.7%2.4%0.15%0.05%

  1. 1.Cotton On

    18.3%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.Best & Less

    15%

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

  3. 3.Glassons

    12.2%

    Moved from 4th to 3rd. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Uniqlo

    12.2%

    Moved from 2nd to 4th. 550K estimated branded searches, -18.3% vs prior month. Share -3 points.

  5. 5.Country Road

    10%

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

  6. 6.Zara

    8.2%

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

  7. 7.H&M

    6.7%

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

  8. 8.Decjuba

    5.5%

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

  9. 9.Sportsgirl

    5.5%

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

  10. 10.Portmans

    3.7%

    Held 10th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Jay Jays

    2.4%

    Held 11th. 110K estimated branded searches, +21.5% vs prior month. Share +0.4 points.

  12. 12.Kmart

    0.15%

    Held 12th. 6.6K estimated branded searches, +22.2% vs prior month. Share 0 points.

  13. 13.Target Australia

    0.05%

    Held 13th. 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 Zara and its closest rivals

Every comparison with Zara

12 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Zara in Australia held steady at 368K.
  • Across the 12 months ending September 2026, Zara’s share of searches among clothing shops in Australia peaked at 10% in June 2026 and was lowest at 8.2% in September 2026.

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 15% of the searches.

  2. In September 2026, Sportsgirl gained share of searches among clothing shops in Australia, from 4.5% to 5.5%.

  3. In September 2026, Uniqlo lost share of searches among clothing shops in Australia, from 15.2% to 12.2%.

  4. Zara’s share of searches among clothing shops in Australia has lost ground for 3 months in a row, from 10% to 8.2% in September 2026.

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

  6. Estimated monthly branded searches for Decjuba in Australia rose 22.4% over 12 measured months, from 201K to 246K in September 2026.

How are Zara’s branded searches counted?

1 search term

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

  • zara

Do you work for Zara? 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

Creator with pink hair and a pink jacket

Is Zara your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free