Brandwave

Assembly Label vs Best & Less:Which is more popular?

In September 2026, Best & Less had more branded searches than Assembly Label among clothing shops in Australia. Best & Less had about 673,000 branded searches, while Assembly Label had 90,500. Best & Less made up 14.7% of all clothing shop searches we track, and Assembly Label accounted for 2%. When we asked ChatGPT and Google AI Overviews about clothing shops, Assembly Label appeared in two of the four answers and Best & Less in one. Assembly Label was mentioned before Best & Less in two out of three answers.

Among clothing shops in Australia in September 2026

Who do people search for more?

Best & Less, about 7 searches for every 1 for Assembly Label

Best & Less 673K searchesAssembly Label 90.5K searches

Who does AI mention more?

Assembly Label, mentioned in 2 of 4 answers, Best & Less in 1

Assembly Label in 2 of 4Best & Less in 1 of 4

Who does AI recommend more?

Assembly Label, named ahead of Best & Less in 2 of 3 answers

Assembly Label first in 2Best & Less first in 1

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Top clothing shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Assembly Label was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Best & Less was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Assembly Label was listed before Best & Less in two out of three answers.

Most recommended by AI

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

  1. Uniqlo1st
  2. Kmart2nd
  3. Cotton On3rd
  4. Country Road4th
  5. Assembly Label5th
  6. Best & Less6th
  7. Sportsgirl7th
  8. Target Australia8th
  9. Glassons9th
  10. Zara–
  11. +4 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
  • Assembly Label2 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

+4 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.

Is Assembly Label or Best & Less more popular in search?

This chart shows how often people search Google for Assembly Label and Best & Less by name. Each line represents a brand's share of searches for all 14 clothing shops we track, month by month, from searches in Australia.

Assembly Label and Best & Less among clothing shops in Australia, by month

Share of searches by month for Best & Less, Assembly Label. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysAssembly LabelKmartTarget Australia
Oct 202522.1%12.1%9.9%12.1%9.9%8.1%6.6%4.4%6.6%3.6%2.4%1.6%0.15%0.06%
Nov 202522%9.9%9.9%12.2%12.2%8.1%6.6%4.4%6.6%3.6%2.4%1.6%0.12%0.05%
Dec 202522.1%10%10%12.2%12.2%8.1%6.7%4.5%6.7%3%3%1.6%0.12%0.04%
Jan 202620.1%11%11%13.4%9%9%7.4%4.9%6%4%2.2%1.8%0.13%0.06%
Feb 202618%12.1%12.1%14.7%9.9%8.1%6.6%5.4%5.4%3.6%2%2%0.14%0.06%
Mar 202620.7%11.4%11.4%13.9%9.3%9.3%6.2%5.1%5.1%3.4%1.9%2.3%0.14%0.06%
Apr 202617.3%11.5%11.5%14.1%11.5%9.4%6.3%5.2%5.2%3.5%1.9%2.3%0.14%0.06%
May 202616%13.1%10.7%16%10.7%8.7%5.8%5.8%4.8%3.9%1.8%2.6%0.13%0.06%
Jun 202617.8%11.9%11.9%14.6%9.7%9.7%6.5%5.3%4.4%3.6%2%2.4%0.12%0.04%
Jul 202616.4%13.4%11%16.4%9%9%7.3%4.9%4.9%3.3%2.2%2.2%0.13%0.05%
Aug 202618.1%12.1%12.1%14.8%9.9%8.1%6.6%5.4%4.4%3.6%2%2.4%0.12%0.04%
Sep 202618%14.7%12%12%9.8%8%6.6%5.4%5.4%3.6%2.4%2%0.14%0.05%

How has the Assembly Label and Best & Less comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia clothing shops in September 2026?

2 changes

  1. In September 2026, Best & Less overtook Uniqlo to rank 2nd among clothing shops in Australia, with 14.7% of the searches.

  2. In September 2026, Assembly Label fell from 11th to 12th among clothing shops in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Assembly Label’s and Best & Less’ 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.

Assembly Label

1 branded search term

  • assembly label

Best & Less

1 branded search term

  • best and less

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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