Brandwave

Assembly Label vs Kmart:Which is more popular?

In September 2026, Assembly Label had more branded searches than Kmart among clothing shops in Australia. Assembly Label had about 90,500 branded searches, while Kmart had 6,600. Assembly Label made up 2% of all clothing shop searches we track, and Kmart accounted for 0.14%. When we asked ChatGPT and Google AI Overviews about clothing shops, Assembly Label and Kmart each appeared in two of the four answers. Kmart was mentioned before Assembly Label in two out of three answers.

Among clothing shops in Australia in September 2026

Who do people search for more?

Assembly Label, about 14 searches for every 1 for Kmart

Assembly Label 90.5K searchesKmart 6.6K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Assembly Label in 2 of 4Kmart in 2 of 4

Who does AI recommend more?

Kmart, named ahead of Assembly Label in 2 of 3 answers

Kmart first in 2Assembly Label 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 and Kmart were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Kmart was listed before Assembly Label 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 Kmart more popular in search?

This chart shows how often people search Google for Assembly Label and Kmart 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 Kmart among clothing shops in Australia, by month

Share of searches by month for Assembly Label, Kmart. 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%

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

How has the Assembly Label and Kmart comparison changed over the last 12 months?

3 findings
  • Assembly Label was ahead of Kmart in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Assembly Label’s share of searches among clothing shops in Australia moved from 1.6% to 2%, and its estimated monthly branded searches moved from 74K to 90.5K.
  • Across the 12 months ending September 2026, Kmart’s share of searches among clothing shops in Australia moved from 0.15% to 0.14%, and its estimated monthly branded searches held steady at 6.6K.

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

1 change

  1. 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 Kmart’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.

Assembly Label

1 branded search term

  • assembly label

Kmart

1 branded search term

  • kmart clothing

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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