Cotton On vs Decjuba:Which is more popular?
In September 2026, Cotton On had more branded searches than Decjuba among clothing shops in Australia. Cotton On had about 823,000 branded searches, while Decjuba had 246,000. Cotton On made up 18.3% of all clothing shop searches we track, and Decjuba accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about clothing shops, Cotton On appeared in three of the four answers and Decjuba in none.
Who do people search for more?
Cotton On, about 3 searches for every 1 for Decjuba
Who does AI mention more?
Cotton On, mentioned in 3 of 4 answers, Decjuba in 0
Who does AI recommend more?
Cotton On, the only one of the two named
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Top clothing shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Cotton On was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Decjuba 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.
Uniqlo1st- Cotton On2nd
Kmart3rd
Country Road4th- Best & Less5th
- Sportsgirl6th
Target Australia7th
Glassons8th
Zara–- +1 more
- Decjuba–
- +2 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
- Decjuba0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about clothing shops
4 answers
Asked ChatGPT
“Where's the best place to buy cheap clothes in Australia?”
Asked ChatGPT
“Which Australian clothing stores have the best basics?”
Asked ChatGPT
“Where should I shop for women's clothes in Australia?”
Searched Google, AI Overview
“clothing stores”
Searched Google, AI Overview
“clothes shops”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.
Is Cotton On or Decjuba more popular in search?
This chart shows how often people search Google for Cotton On and Decjuba 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.
Share of searches by month for Cotton On, Decjuba. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On | Best & Less | Glassons | Uniqlo | Country Road | Zara | H&M | Decjuba | Sportsgirl | Portmans | Jay Jays | Kmart | Target Australia |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.4% | 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 2025 | 22.4% | 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 2025 | 22.4% | 10.1% | 10.1% | 12.4% | 12.4% | 8.3% | 6.8% | 4.5% | 6.8% | 3% | 3% | 0.12% | 0.04% |
| Jan 2026 | 20.5% | 11.2% | 11.2% | 13.7% | 9.2% | 9.2% | 7.5% | 5% | 6.1% | 4.1% | 2.3% | 0.13% | 0.06% |
| Feb 2026 | 18.4% | 12.3% | 12.3% | 15% | 10.1% | 8.2% | 6.7% | 5.5% | 5.5% | 3.7% | 2% | 0.15% | 0.07% |
| Mar 2026 | 21.1% | 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 2026 | 17.7% | 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 2026 | 16.4% | 13.4% | 11% | 16.4% | 11% | 9% | 6% | 6% | 4.9% | 4% | 1.8% | 0.13% | 0.06% |
| Jun 2026 | 18.3% | 12.2% | 12.2% | 14.9% | 10% | 10% | 6.7% | 5.5% | 4.5% | 3.7% | 2% | 0.12% | 0.04% |
| Jul 2026 | 16.8% | 13.7% | 11.2% | 16.8% | 9.2% | 9.2% | 7.5% | 5% | 5% | 3.4% | 2.3% | 0.13% | 0.05% |
| Aug 2026 | 18.6% | 12.4% | 12.4% | 15.2% | 10.2% | 8.3% | 6.8% | 5.6% | 4.5% | 3.7% | 2% | 0.12% | 0.04% |
| Sep 2026 | 18.3% | 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 Cotton On and Decjuba comparison changed over the last 12 months?
3 findings
- Cotton On was ahead of Decjuba in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cotton On’s share of searches among clothing shops in Australia moved from 22.4% to 18.3%, and its estimated monthly branded searches moved from 1M to 823K.
- Across the 12 months ending September 2026, Decjuba’s share of searches among clothing shops in Australia moved from 4.5% to 5.5%, and its estimated monthly branded searches moved from 201K to 246K.
How did search popularity change for Australia clothing shops in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cotton On’s and Decjuba’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.
Other head-to-heads among clothing shops
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