Brandwave

Assembly Label vs Zara:Which is more popular?

In September 2026, Zara had more branded searches than Assembly Label among clothing shops in Australia. Zara had about 368,000 branded searches, while Assembly Label had 90,500. Zara made up 8% 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 Zara in none.

Among clothing shops in Australia in September 2026

Who do people search for more?

Zara, about 4 searches for every 1 for Assembly Label

Zara 368K searchesAssembly Label 90.5K searches

Who does AI mention more?

Assembly Label, mentioned in 2 of 4 answers, Zara in 0

Assembly Label in 2 of 4Zara in 0 of 4

Who does AI recommend more?

Assembly Label, the only one of the two named

Assembly Label first in 2Zara never 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. 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. 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 Zara more popular in search?

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

Share of searches by month for Zara, 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 Zara comparison changed over the last 12 months?

3 findings
  • Zara 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, Zara’s share of searches among clothing shops in Australia moved from 8.1% to 8%, and its estimated monthly branded searches held steady at 368K.

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

2 changes

  1. Zara’s share of searches among clothing shops in Australia has lost ground for 3 months in a row, from 9.7% to 8% in September 2026.

  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 Zara’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

Zara

1 branded search term

  • zara

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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