--- title: "H&M vs Supré: Which is searched more in Australia?" description: "Is H&M or Supré more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Youth fashion retailers 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/h-and-m-vs-supre" publisher: "Brandwave" --- # H&M vs Supré: Which is searched more in Australia? Is H&M or Supré more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Youth fashion retailers 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**: H&M and Supré - **Competitive set**: Youth fashion retailers - **Market**: Australia - **Month measured**: Sep 2026 - **H&M Share of Search**: 6.1% - **Supré Share of Search**: 7.4% ## Is H&M or Supré more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Cotton On | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Factorie | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Glassons | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Ghanda | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Universal Store | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | H&M | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | The Iconic | 7th | 2 of 3 | 2 of 2 | 4 of 5 | | City Beach | 8th | 2 of 3 | 1 of 2 | 3 of 5 | | Uniqlo | 9th | 3 of 3 | 1 of 2 | 4 of 5 | | Jay Jays | 10th | 2 of 3 | 0 of 2 | 2 of 5 | | Zara | 11th | 2 of 3 | 0 of 2 | 2 of 5 | | Kmart | 12th | 3 of 3 | 0 of 2 | 3 of 5 | | Supré | 13th | 1 of 3 | 0 of 2 | 1 of 5 | | Princess Polly | 14th | 0 of 3 | 1 of 2 | 1 of 5 | | Edge Clothing | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about youth fashion retailers - Asked ChatGPT "What are the most popular clothing stores for teens in Australia?": 1. Cotton On, 2. Factorie, 3. H&M, 4. Glassons, 5. Universal Store, 6. Ghanda, 7. Supré, 8. City Beach, 9. Zara, 10. Uniqlo, 11. Jay Jays, 12. Kmart - Asked ChatGPT "Where do Australian teenagers like to shop for clothes?": 1. Cotton On, 2. Factorie, 3. Glassons, 4. Jay Jays, 5. Universal Store, 6. Zara, 7. H&M, 8. Uniqlo, 9. Kmart, 10. The Iconic, 11. City Beach - Asked ChatGPT "What are the best affordable clothing stores for young women in Australia?": 1. Cotton On, 2. Factorie, 3. Glassons, 4. H&M, 5. Kmart, 6. Uniqlo, 7. The Iconic - Searched Google, AI Overview "teen clothing": 1. The Iconic, 2. Ghanda - Searched Google, AI Overview "clothing stores for teens": 1. Cotton On, 2. Ghanda, 3. City Beach, 4. Universal Store, 5. Princess Polly, 6. Uniqlo, 7. The Iconic Not named in any answer: Edge Clothing. 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 youth fashion retailers in September 2026? - 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. ## Month by month | Month | H&M estimated searches | H&M Share of Search | H&M rank | Supré estimated searches | Supré Share of Search | Supré rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 6% | 8 | 301K | 6% | 9 | | Nov 2025 | 368K | 5.5% | 11 | 450K | 6.7% | 7 | | Dec 2025 | 368K | 5.9% | 8 | 368K | 5.9% | 9 | | Jan 2026 | 301K | 6.6% | 7 | 246K | 5.4% | 10 | | Feb 2026 | 246K | 6.2% | 8 | 246K | 6.2% | 9 | | Mar 2026 | 301K | 6% | 7 | 301K | 6% | 9 | | Apr 2026 | 301K | 6.1% | 7 | 301K | 6.1% | 9 | | May 2026 | 301K | 6% | 7 | 301K | 6% | 9 | | Jun 2026 | 301K | 6.2% | 7 | 301K | 6.2% | 9 | | Jul 2026 | 301K | 6.8% | 7 | 246K | 5.6% | 10 | | Aug 2026 | 301K | 6.1% | 8 | 301K | 6.1% | 9 | | Sep 2026 | 301K | 6.1% | 9 | 368K | 7.4% | 6 | ## How each brand is measured 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**: Measured on the search term “h&m”. - **Supré**: Measured on the search term “supre”. - [H&M profile](/demand/au/brands/h-and-m) - [Supré profile](/demand/au/brands/supre) - [All youth fashion retailers in Australia](/demand/au/categories/au-youth-fashion-retailers): The set both shares are measured inside, 15 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 H&M or Supré more popular in search? 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%. ## Cite this page Brandwave. "H&M vs Supré: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/h-and-m-vs-supre This page is also available as HTML at https://gobrandwave.com/demand/au/compare/h-and-m-vs-supre. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.