Brandwave

City Beach vs The Iconic:Which is more popular?

In September 2026, City Beach had more branded searches than The Iconic among youth fashion retailers in Australia. City Beach had about 450,000 branded searches, while The Iconic had 368,000. City Beach made up 9.1% of all youth fashion retailer searches we track, and The Iconic accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, The Iconic appeared in four of the five answers and City Beach in three. The Iconic was mentioned before City Beach in three out of five answers.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

City Beach, about 22% more searches than The Iconic

City Beach 450K searchesThe Iconic 368K searches

Who does AI mention more?

The Iconic, mentioned in 4 of 5 answers, City Beach in 3

The Iconic in 4 of 5City Beach in 3 of 5

Who does AI recommend more?

The Iconic, named ahead of City Beach in 3 of 5 answers

The Iconic first in 3City Beach first in 2

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. The Iconic was listed before City Beach in three out of five answers.

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 The Iconic more popular in search?

This chart shows how often people search Google for City Beach and The Iconic 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 The Iconic among youth fashion retailers in Australia, by month

Share of searches by month for City Beach, The Iconic. 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 The Iconic comparison changed over the last 12 months?

3 findings

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

3 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%.

  3. Estimated monthly branded searches for The Iconic in Australia fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using City Beach’s and The Iconic’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

The Iconic

1 branded search term

  • the iconic

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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