Brandwave

Cotton On vs Sportsgirl:Which is more popular?

In September 2026, Cotton On had more branded searches than Sportsgirl among clothing shops in Australia. Cotton On had about 823,000 branded searches, while Sportsgirl had 246,000. Cotton On made up 18.3% of all clothing shop searches we track, and Sportsgirl 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 Sportsgirl in one. Cotton On was mentioned before Sportsgirl in every answer.

Among clothing shops in Australia in September 2026

Who do people search for more?

Cotton On, about 3 searches for every 1 for Sportsgirl

Cotton On 823K searchesSportsgirl 246K searches

Who does AI mention more?

Cotton On, mentioned in 3 of 4 answers, Sportsgirl in 1

Cotton On in 3 of 4Sportsgirl in 1 of 4

Who does AI recommend more?

Cotton On, named ahead of Sportsgirl in every answer

Cotton On first in 3Sportsgirl never first

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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. Sportsgirl was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Cotton On was listed before Sportsgirl in every answer.

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 Cotton On or Sportsgirl more popular in search?

This chart shows how often people search Google for Cotton On 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.

Cotton On and Sportsgirl among clothing shops in Australia, by month

Share of searches by month for Cotton On, 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 Cotton On and Sportsgirl comparison changed over the last 12 months?

3 findings
  • Cotton On was ahead of Sportsgirl 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, 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, Sportsgirl gained share of searches among clothing shops in Australia, from 4.5% to 5.5%.

  2. Estimated monthly branded searches for Cotton On in Australia fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Cotton On’s 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.

Cotton On

1 branded search term

  • cotton on

Sportsgirl

1 branded search term

  • sportsgirl

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

Creator with pink hair and a pink jacket

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