Brandwave

Best & Less vs Sportsgirl:Which is more popular?

In September 2026, Best & Less had more branded searches than Sportsgirl among clothing shops in Australia. Best & Less had about 673,000 branded searches, while Sportsgirl had 246,000. Best & Less made up 15% of all clothing shop searches we track, and Sportsgirl accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about clothing shops, Best & Less and Sportsgirl each appeared in one of the four answers. Best & Less and Sportsgirl were each mentioned first in one of the two answers that named either.

Among clothing shops in Australia in September 2026

Who do people search for more?

Best & Less, about 3 searches for every 1 for Sportsgirl

Best & Less 673K searchesSportsgirl 246K searches

Who does AI mention more?

Both were mentioned in 1 of 4 answers.

Best & Less in 1 of 4Sportsgirl in 1 of 4

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Best & Less first in 1Sportsgirl 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, Best & Less and Sportsgirl were each mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Best & Less and Sportsgirl were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. Uniqlo1st
  2. Cotton On2nd
  3. Kmart3rd
  4. Country Road4th
  5. Best & Less5th
  6. Sportsgirl6th
  7. Target Australia7th
  8. Glassons8th
  9. Zara–
  10. H&M–
  11. +3 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
  • 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
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 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 Best & Less or Sportsgirl more popular in search?

This chart shows how often people search Google for Best & Less and Sportsgirl by name. Each line represents a brand's share of searches for all 13 clothing shops we track, month by month, from searches in Australia.

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

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

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysKmartTarget Australia
Oct 202522.4%12.3%10.1%12.3%10.1%8.3%6.8%4.5%6.8%3.7%2.5%0.15%0.07%
Nov 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3.7%2.5%0.12%0.05%
Dec 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3%3%0.12%0.04%
Jan 202620.5%11.2%11.2%13.7%9.2%9.2%7.5%5%6.1%4.1%2.3%0.13%0.06%
Feb 202618.4%12.3%12.3%15%10.1%8.2%6.7%5.5%5.5%3.7%2%0.15%0.07%
Mar 202621.1%11.6%11.6%14.2%9.5%9.5%6.4%5.2%5.2%3.5%1.9%0.14%0.06%
Apr 202617.7%11.8%11.8%14.5%11.8%9.7%6.5%5.3%5.3%3.5%1.9%0.14%0.06%
May 202616.4%13.4%11%16.4%11%9%6%6%4.9%4%1.8%0.13%0.06%
Jun 202618.3%12.2%12.2%14.9%10%10%6.7%5.5%4.5%3.7%2%0.12%0.04%
Jul 202616.8%13.7%11.2%16.8%9.2%9.2%7.5%5%5%3.4%2.3%0.13%0.05%
Aug 202618.6%12.4%12.4%15.2%10.2%8.3%6.8%5.6%4.5%3.7%2%0.12%0.04%
Sep 202618.3%15%12.2%12.2%10%8.2%6.7%5.5%5.5%3.7%2.4%0.15%0.05%

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

3 findings
  • Best & Less was ahead of Sportsgirl in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Best & Less’ share of searches among clothing shops in Australia moved from 12.3% to 15%, and its estimated monthly branded searches moved from 550K to 673K.
  • Across the 12 months ending September 2026, Sportsgirl’s share of searches among clothing shops in Australia moved from 6.8% to 5.5%, and its estimated monthly branded searches moved from 301K to 246K.

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 15% of the searches.

  2. In September 2026, Sportsgirl gained share of searches among clothing shops in Australia, from 4.5% to 5.5%.

How are branded searches counted?

2 search terms

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

Best & Less

1 branded search term

  • best and less

Sportsgirl

1 branded search term

  • sportsgirl

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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