Brandwave

Bec + Bridge vs Zimmermann:Which is more popular?

In September 2026, Bec + Bridge had more branded searches than Zimmermann among designer fashion labels in Australia. Bec + Bridge had about 110,000 branded searches, while Zimmermann had 40,500. Bec + Bridge made up 17.8% of all designer fashion label searches we track, and Zimmermann accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Zimmermann appeared in three of the five answers and Bec + Bridge in one. Zimmermann was mentioned before Bec + Bridge in three out of four answers that named either.

Among designer fashion labels in Australia in September 2026

Who do people search for more?

Bec + Bridge, about 3 searches for every 1 for Zimmermann

Bec + Bridge 110K searchesZimmermann 40.5K searches

Who does AI mention more?

Zimmermann, mentioned in 3 of 5 answers, Bec + Bridge in 1

Zimmermann in 3 of 5Bec + Bridge in 1 of 5

Who does AI recommend more?

Zimmermann, named ahead of Bec + Bridge in 3 of 4 answers

Zimmermann first in 3Bec + Bridge first in 1

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Top designer fashion labels in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Zimmermann was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bec + Bridge was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Zimmermann was listed before Bec + Bridge in three out of four answers that named either.

Most recommended by AI

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

  1. Aje1st
  2. Camilla and Marc2nd
  3. Christopher Esber3rd
  4. Camilla4th
  5. Zimmermann5th
  6. Rebecca Vallance6th
  7. Shona Joy7th
  8. Alémais8th
  9. St. Agni9th
  10. Bec + Bridge10th
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aje5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Camilla and Marc3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zimmermann3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alémais3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • St. Agni3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Christopher Esber3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Camilla3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shona Joy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rebecca Vallance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bec + Bridge1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about designer fashion labels

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Bec + Bridge or Zimmermann more popular in search?

This chart shows how often people search Google for Bec + Bridge and Zimmermann by name. Each line represents a brand's share of searches for all 15 designer fashion labels we track, month by month, from searches in Australia.

Bec + Bridge and Zimmermann among designer fashion labels in Australia, by month

Share of searches by month for Bec + Bridge, Zimmermann. The figures are in the table below the chart.

View monthly share of searches table
MonthAjeBec + BridgeScanlan TheodoreCamilla and MarcShona JoyZimmermannAlémaisRebecca VallanceSir the LabelSt. AgniViktoria & WoodsFaithfull the BrandChristopher EsberSass & BideCamilla
Oct 202520.2%16.4%9%6.1%7.4%7.4%4.1%6.1%6.1%4.9%4.1%2.7%1.8%3.3%0.48%
Nov 202524.6%16.5%7.4%6%7.4%7.4%4%4%6%4.9%4%2.7%1.2%3.3%0.39%
Dec 202522.4%18.3%8.2%5.5%4.5%8.2%4.5%3.7%6.7%5.5%4.5%3.7%1.3%2.5%0.53%
Jan 202617.7%17.7%7.9%5.3%6.5%6.5%4.4%4.4%5.3%5.3%4.4%2.9%1.6%9.7%0.51%
Feb 202619.4%15.9%10.7%7.1%7.1%5.8%3.9%4.8%5.8%5.8%4.8%2.1%1.7%3.2%1.7%
Mar 202623%15.4%10.3%6.9%6.9%6.9%3.8%4.6%5.6%5.6%4.6%2.1%1.7%2.1%0.68%
Apr 202623.6%15.8%10.6%7.1%5.8%5.8%3.9%4.7%4.7%7.1%4.7%1.7%1.4%2.1%0.86%
May 202623.3%15.6%10.5%7%5.7%7%3.8%4.7%4.7%7%4.7%1.7%1.7%2.1%0.45%
Jun 202624.2%13.3%10.8%7.3%8.9%7.3%3.2%4.9%4.9%5.9%4%1.8%1.5%1.8%0.41%
Jul 202621.2%14.2%11.6%6.4%6.4%7.8%4.3%5.2%5.2%6.4%5.2%2.3%1.6%1.9%0.36%
Aug 202621.9%14.7%9.8%6.6%8%6.6%4.4%5.4%5.4%6.6%4.4%2.4%2%1.6%0.35%
Sep 202621.9%17.8%9.8%6.6%6.6%6.6%5.4%5.4%5.4%5.4%3.6%2.4%1.6%1.3%0.47%

How has the Bec + Bridge and Zimmermann comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia designer fashion labels in September 2026?

2 changes

  1. In September 2026, Bec + Bridge gained share of searches among designer fashion labels in Australia, from 14.7% to 17.8%.

  2. In September 2026, Zimmermann rose from 7th to 6th among designer fashion labels in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bec + Bridge’s and Zimmermann’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.

Bec + Bridge

1 branded search term

  • bec and bridge

Zimmermann

1 branded search term

  • zimmermann

How the Brand Demand Index is measured

Other head-to-heads among designer fashion labels

Creator with pink hair and a pink jacket

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