Brandwave

H&M vs The Iconic:Which is more popular?

In September 2026, The Iconic had more branded searches than H&M among youth fashion retailers in Australia. The Iconic had about 368,000 branded searches, while H&M had 301,000. The Iconic 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, The Iconic appeared in four of the five answers and H&M in three. H&M was mentioned before The Iconic in three out of five answers.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

The Iconic, about 22% more searches than H&M

The Iconic 368K searchesH&M 301K searches

Who does AI mention more?

The Iconic, mentioned in 4 of 5 answers, H&M in 3

The Iconic in 4 of 5H&M in 3 of 5

Who does AI recommend more?

H&M, named ahead of The Iconic in 3 of 5 answers

H&M first in 3The Iconic first in 2

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. H&M was listed before The Iconic in three out of five answers.

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. Jay Jays10th
  11. +5 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
  • Kmart3 of 5Named in 3 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 The Iconic more popular in search?

This chart shows how often people search Google for H&M and The Iconic 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 The Iconic among youth fashion retailers in Australia, by month

Share of searches by month for The Iconic, 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 The Iconic comparison changed over the last 12 months?

3 findings
  • The Iconic was ahead of H&M in every measured month of the 12 months ending 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, The Iconic’s share of searches among youth fashion retailers in Australia moved from 9% to 7.4%, and its estimated monthly branded searches moved from 450K to 368K.

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

2 changes

  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.

  2. Estimated monthly branded searches for The Iconic in Australia fell 18.2% over 12 measured months, from 450K to 368K in September 2026.

How are branded searches counted?

2 search terms

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

The Iconic

1 branded search term

  • the iconic

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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