--- title: "Glassons vs H&M: Which is searched more in Australia?" description: "Is Glassons or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clothing shops set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/glassons-vs-h-and-m" publisher: "Brandwave" --- # Glassons vs H&M: Which is searched more in Australia? Is Glassons or H&M more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clothing shops set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Glassons and H&M - **Competitive set**: Clothing shops - **Market**: Australia - **Month measured**: Sep 2026 - **Glassons Share of Search**: 12.2% - **H&M Share of Search**: 6.7% ## Is Glassons or H&M more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Uniqlo | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Cotton On | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Kmart | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | Country Road | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Best & Less | 5th | 1 of 3 | 0 of 1 | 1 of 4 | | Sportsgirl | 6th | 1 of 3 | 0 of 1 | 1 of 4 | | Target Australia | 7th | 1 of 3 | 0 of 1 | 1 of 4 | | Glassons | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Zara | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | H&M | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Decjuba | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Portmans | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Jay Jays | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about clothing shops - Asked ChatGPT "Where's the best place to buy cheap clothes in Australia?": 1. Kmart, 2. Best & Less, 3. Uniqlo, 4. Cotton On - Asked ChatGPT "Which Australian clothing stores have the best basics?": 1. Uniqlo, 2. Country Road, 3. Cotton On - Asked ChatGPT "Where should I shop for women's clothes in Australia?": 1. Uniqlo, 2. Cotton On, 3. Country Road, 4. Sportsgirl, 5. Kmart, 6. Target Australia, 7. Glassons - Searched Google, AI Overview "clothing stores": named none of the brands we track Not named in any answer: Zara, H&M, Decjuba, Portmans and Jay Jays. Brands are listed in the order each answer named them. The answers were collected in Australia on October 27, 2026. ## How did search popularity change for Australia clothing shops in September 2026? - In September 2026, Glassons rose from 4th to 3rd among clothing shops in Australia. ## Month by month | Month | Glassons estimated searches | Glassons Share of Search | Glassons rank | H&M estimated searches | H&M Share of Search | H&M rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 450K | 10.1% | 5 | 301K | 6.8% | 7 | | Nov 2025 | 550K | 10.1% | 5 | 368K | 6.8% | 7 | | Dec 2025 | 550K | 10.1% | 5 | 368K | 6.8% | 7 | | Jan 2026 | 450K | 11.2% | 4 | 301K | 7.5% | 7 | | Feb 2026 | 450K | 12.3% | 4 | 246K | 6.7% | 7 | | Mar 2026 | 550K | 11.6% | 4 | 301K | 6.4% | 7 | | Apr 2026 | 550K | 11.8% | 5 | 301K | 6.5% | 7 | | May 2026 | 550K | 11% | 5 | 301K | 6% | 8 | | Jun 2026 | 550K | 12.2% | 4 | 301K | 6.7% | 7 | | Jul 2026 | 450K | 11.2% | 4 | 301K | 7.5% | 7 | | Aug 2026 | 550K | 12.4% | 4 | 301K | 6.8% | 7 | | Sep 2026 | 550K | 12.2% | 3 | 301K | 6.7% | 7 | ## How each brand is measured 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. - **Glassons**: Measured on the search term “glassons”. - **H&M**: Measured on the search term “h&m”. - [Glassons profile](/demand/au/brands/glassons) - [H&M profile](/demand/au/brands/h-and-m) - [All clothing shops in Australia](/demand/au/categories/au-clothing-shops): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Glassons or H&M more popular in search? 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%. ## Cite this page Brandwave. "Glassons vs H&M: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/glassons-vs-h-and-m This page is also available as HTML at https://gobrandwave.com/demand/au/compare/glassons-vs-h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.