Glassons vs H&M:Which is more popular?
In September 2026, Glassons had more branded searches than H&M among clothing shops in Australia. Glassons had about 550,000 branded searches, while H&M had 301,000. Glassons made up 12.2% of all clothing shop searches we track, and H&M accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about clothing shops, Glassons appeared in one of the four answers and H&M in none.
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Top clothing shops in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Glassons was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. H&M 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–
H&M–- +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
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 Glassons or H&M more popular in search?
This chart shows how often people search Google for Glassons and H&M 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 Glassons, H&M. 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 Glassons and H&M comparison changed over the last 12 months?
3 findings
- Glassons was ahead of H&M in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Glassons’ share of searches among clothing shops in Australia moved from 10.1% to 12.2%, and its estimated monthly branded searches moved from 450K to 550K.
- Across the 12 months ending September 2026, H&M’s share of searches among clothing shops in Australia moved from 6.8% to 6.7%, and its estimated monthly branded searches held steady at 301K.
How did search popularity change for Australia clothing shops in September 2026?
1 change
In September 2026, Glassons rose from 4th to 3rd among clothing shops in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Glassons’ 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.
Other head-to-heads among clothing shops
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