Brandwave

H&M vs Supré:Which is more popular?

In September 2026, Supré had more branded searches than H&M among youth fashion retailers in Australia. Supré had about 368,000 branded searches, while H&M had 301,000. Supré made up 7.4% of all youth fashion retailer searches we track, and H&M accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, H&M appeared in three of the five answers and Supré in one. H&M was mentioned before Supré in every answer that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

Supré, about 22% more searches than H&M

Supré 368K searchesH&M 301K searches

Who does AI mention more?

H&M, mentioned in 3 of 5 answers, Supré in 1

H&M in 3 of 5Supré in 1 of 5

Who does AI recommend more?

H&M, named ahead of Supré in 3 of 3 answers

H&M first in 3Supré never first

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, H&M was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Supré was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. H&M was listed before Supré in every answer that named either.

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. +3 more
  11. Supré13th
  12. +2 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
  • Supré1 of 5Named in 1 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 H&M or Supré more popular in search?

This chart shows how often people search Google for H&M and Supré 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.

H&M and Supré among youth fashion retailers in Australia, by month

Share of searches by month for Supré, H&M. 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 H&M and Supré comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: H&M took it in January 2026, Supré took it in September 2026.
  • Across the 12 months ending September 2026, H&M’s share of searches among youth fashion retailers in Australia moved from 6% to 6.1%, and its estimated monthly branded searches held steady at 301K.
  • Across the 12 months ending September 2026, Supré’s share of searches among youth fashion retailers in Australia moved from 6% to 7.4%, and its estimated monthly branded searches moved from 301K to 368K.

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

1 change

  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.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using H&M’s and Supré’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.

H&M

1 branded search term

  • h&m

Supré

1 branded search term

  • supre

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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