Brandwave

ASOS vs The Iconic:Which is more popular?

In September 2026, The Iconic had more branded searches than ASOS among online fashion retailers in Australia. The Iconic had about 368,000 branded searches, while ASOS had 135,000. The Iconic made up 10.7% of all online fashion retailer searches we track, and ASOS accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about online fashion retailers, The Iconic appeared in all four answers and ASOS in three. The Iconic was mentioned before ASOS in every answer.

Among online fashion retailers in Australia in September 2026

Who do people search for more?

The Iconic, about 3 searches for every 1 for ASOS

The Iconic 368K searchesASOS 135K searches

Who does AI mention more?

The Iconic, mentioned in every answer we collected

The Iconic in 4 of 4ASOS in 3 of 4

Who does AI recommend more?

The Iconic, named ahead of ASOS in every answer

The Iconic first in 4ASOS never first

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Top online fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, The Iconic appeared in all four answers. ASOS was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. The Iconic was listed before ASOS in every answer.

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.

Is ASOS or The Iconic more popular in search?

This chart shows how often people search Google for ASOS and The Iconic by name. Each line represents a brand's share of searches for all 13 online fashion retailers we track, month by month, from searches in Australia.

ASOS and The Iconic among online fashion retailers in Australia, by month

Share of searches by month for The Iconic, ASOS. 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%

How has the ASOS and The Iconic comparison changed over the last 12 months?

3 findings
  • The Iconic was ahead of ASOS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ASOS’s share of searches among online fashion retailers in Australia moved from 4.4% to 3.9%, and its estimated monthly branded searches moved from 165K to 135K.
  • Across the 12 months ending September 2026, The Iconic’s share of searches among online fashion retailers in Australia moved from 11.9% to 10.7%, and its estimated monthly branded searches moved from 450K to 368K.

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

2 changes

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

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

How are branded searches counted?

2 search terms

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

ASOS

1 branded search term

  • asos

The Iconic

1 branded search term

  • the iconic

How the Brand Demand Index is measured

Other head-to-heads among online fashion retailers

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