Brandwave

City Beach vs H&M:Which is more popular?

In September 2026, City Beach had more branded searches than H&M among youth fashion retailers in Australia. City Beach had about 450,000 branded searches, while H&M had 301,000. City Beach made up 9.1% of all youth fashion retailer searches we track, and H&M accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, City Beach and H&M each appeared in three of the five answers. H&M was mentioned before City Beach in three out of four answers that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

City Beach, about 50% more searches than H&M

City Beach 450K searchesH&M 301K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

City Beach in 3 of 5H&M in 3 of 5

Who does AI recommend more?

H&M, named ahead of City Beach in 3 of 4 answers

H&M first in 3City Beach first in 1

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, City Beach was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. H&M was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. H&M was listed before City Beach 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. Cotton On1st
  2. Factorie2nd
  3. Glassons3rd
  4. Ghanda4th
  5. Universal Store5th
  6. H&M6th
  7. The Iconic7th
  8. City Beach8th
  9. Uniqlo9th
  10. Jay Jays10th
  11. +5 more

Mentioned by AI

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

  • Cotton On4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Iconic4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Glassons3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • City Beach3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • H&M3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Universal Store3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ghanda3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Factorie3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kmart3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about youth fashion retailers

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 27, 2026.

Is City Beach or H&M more popular in search?

This chart shows how often people search Google for City Beach and H&M by name. Each line represents a brand's share of searches for all 15 youth fashion retailers we track, month by month, from searches in Australia.

City Beach and H&M among youth fashion retailers in Australia, by month

Share of searches by month for City Beach, H&M. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnGlassonsUniqloCity BeachPrincess PollySupréThe IconicZaraH&MUniversal StoreGhandaFactorieJay JaysEdge ClothingKmart
Oct 202519.9%9%10.9%9%7.3%6%9%7.3%6%6%4.9%2.2%2.2%0.24%0.13%
Nov 202518.3%8.2%10.1%10.1%6.7%6.7%10.1%6.7%5.5%6.7%5.5%3%2%0.22%0.1%
Dec 202519.7%8.9%10.9%10.9%4.9%5.9%7.3%7.3%5.9%7.3%4.9%3.2%2.7%0.24%0.11%
Jan 202618.1%9.9%12.1%9.9%5.4%5.4%8.1%8.1%6.6%6.6%4.4%3%2%0.22%0.12%
Feb 202616.9%11.3%13.8%7.6%7.6%6.2%7.6%7.6%6.2%6.2%4.1%2.8%1.9%0.2%0.14%
Mar 202619.8%10.9%13.3%7.3%6%6%7.3%8.9%6%6%4%2.7%1.8%0.24%0.13%
Apr 202616.7%11.2%13.7%7.5%6.1%6.1%7.5%9.1%6.1%6.1%5%2.7%1.8%0.25%0.13%
May 202616.4%11%16.4%6%6%6%7.3%9%6%6%4.9%2.7%1.8%0.24%0.13%
Jun 202616.9%11.3%13.8%6.2%6.2%6.2%7.6%9.3%6.2%6.2%5.1%2.8%1.9%0.3%0.11%
Jul 202615.2%10.2%15.2%6.8%6.8%5.6%8.3%8.3%6.8%5.6%5.6%3.1%2.1%0.22%0.12%
Aug 202616.8%11.2%13.7%7.5%7.5%6.1%7.5%7.5%6.1%6.1%5%2.8%1.8%0.2%0.11%
Sep 202616.6%11.1%11.1%9.1%7.4%7.4%7.4%7.4%6.1%6.1%5%2.7%2.2%0.24%0.13%

How has the City Beach and H&M comparison changed over the last 12 months?

3 findings
  • City Beach was ahead of H&M in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, City Beach’s share of searches among youth fashion retailers in Australia moved from 9% to 9.1%, and its estimated monthly branded searches held steady at 450K.
  • Across the 12 months ending September 2026, H&M’s share of searches among youth fashion retailers in Australia moved from 6% to 6.1%, and its estimated monthly branded searches held steady at 301K.

How did search popularity change for Australia youth fashion retailers in September 2026?

2 changes

  1. In September 2026, Supré overtook The Iconic and 2 others to rank 6th among youth fashion retailers in Australia, with 7.4% of the searches.

  2. In September 2026, City Beach gained share of searches among youth fashion retailers in Australia, from 7.5% to 9.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using City Beach’s and H&M’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.

City Beach

1 branded search term

  • city beach

H&M

1 branded search term

  • h&m

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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