Assembly Label vs Portmans:Which is more popular?
In September 2026, Portmans had more branded searches than Assembly Label among clothing shops in Australia. Portmans had about 165,000 branded searches, while Assembly Label had 90,500. Portmans made up 3.6% 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 Portmans in none.
Who do people search for more?
Portmans, about 82% more searches than Assembly Label
Who does AI mention more?
Assembly Label, mentioned in 2 of 4 answers, Portmans in 0
Who does AI recommend more?
Assembly Label, the only one of the two named
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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. Portmans 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.
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- Portmans0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about clothing shops
4 answers
Asked ChatGPT
“Where's the best place to buy cheap clothes in Australia?”
Asked ChatGPT
“Which Australian clothing stores have the best basics?”
Asked ChatGPT
“Where should I shop for women's clothes in Australia?”
Searched Google, AI Overview
“clothing stores”
Searched Google, AI Overview
“clothes shops”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.
Is Assembly Label or Portmans more popular in search?
This chart shows how often people search Google for Assembly Label and Portmans 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.
Share of searches by month for Portmans, Assembly Label. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On | Best & Less | Glassons | Uniqlo | Country Road | Zara | H&M | Decjuba | Sportsgirl | Portmans | Jay Jays | Assembly Label | Kmart | Target Australia |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.1% | 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 2025 | 22% | 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 2025 | 22.1% | 10% | 10% | 12.2% | 12.2% | 8.1% | 6.7% | 4.5% | 6.7% | 3% | 3% | 1.6% | 0.12% | 0.04% |
| Jan 2026 | 20.1% | 11% | 11% | 13.4% | 9% | 9% | 7.4% | 4.9% | 6% | 4% | 2.2% | 1.8% | 0.13% | 0.06% |
| Feb 2026 | 18% | 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 2026 | 20.7% | 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 2026 | 17.3% | 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 2026 | 16% | 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 2026 | 17.8% | 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 2026 | 16.4% | 13.4% | 11% | 16.4% | 9% | 9% | 7.3% | 4.9% | 4.9% | 3.3% | 2.2% | 2.2% | 0.13% | 0.05% |
| Aug 2026 | 18.1% | 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 2026 | 18% | 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 Portmans comparison changed over the last 12 months?
3 findings
- Portmans was ahead of Assembly Label 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, Portmans’ share of searches among clothing shops in Australia held steady at 3.6%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for Australia clothing shops in September 2026?
1 change
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 Portmans’ 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
Portmans
1 branded search term
- portmans
Other head-to-heads among clothing shops
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