Brandwave

Kmart vs Uniqlo:Which is more popular?

In September 2026, Uniqlo had more branded searches than Kmart among clothing shops in Australia. Uniqlo had about 550,000 branded searches, while Kmart had 6,600. Uniqlo made up 12.2% of all clothing shop searches we track, and Kmart accounted for 0.15%. When we asked ChatGPT and Google AI Overviews about clothing shops, Uniqlo appeared in three of the four answers and Kmart in two. Uniqlo was mentioned before Kmart in two out of three answers.

Among clothing shops in Australia in September 2026

Who do people search for more?

Uniqlo, about 83 searches for every 1 for Kmart

Uniqlo 550K searchesKmart 6.6K searches

Who does AI mention more?

Uniqlo, mentioned in 3 of 4 answers, Kmart in 2

Uniqlo in 3 of 4Kmart in 2 of 4

Who does AI recommend more?

Uniqlo, named ahead of Kmart in 2 of 3 answers

Uniqlo first in 2Kmart first in 1

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Top clothing shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Uniqlo was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Kmart was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Uniqlo was listed before Kmart in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Uniqlo1st
  2. Cotton On2nd
  3. Kmart3rd
  4. Country Road4th
  5. Best & Less5th
  6. Sportsgirl6th
  7. Target Australia7th
  8. Glassons8th
  9. Zara–
  10. H&M–
  11. +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

+3 more

See every answer about clothing shops

4 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 Kmart or Uniqlo more popular in search?

This chart shows how often people search Google for Kmart and Uniqlo 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.

Kmart and Uniqlo among clothing shops in Australia, by month

Share of searches by month for Uniqlo, Kmart. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysKmartTarget Australia
Oct 202522.4%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 202522.4%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 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3%3%0.12%0.04%
Jan 202620.5%11.2%11.2%13.7%9.2%9.2%7.5%5%6.1%4.1%2.3%0.13%0.06%
Feb 202618.4%12.3%12.3%15%10.1%8.2%6.7%5.5%5.5%3.7%2%0.15%0.07%
Mar 202621.1%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 202617.7%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 202616.4%13.4%11%16.4%11%9%6%6%4.9%4%1.8%0.13%0.06%
Jun 202618.3%12.2%12.2%14.9%10%10%6.7%5.5%4.5%3.7%2%0.12%0.04%
Jul 202616.8%13.7%11.2%16.8%9.2%9.2%7.5%5%5%3.4%2.3%0.13%0.05%
Aug 202618.6%12.4%12.4%15.2%10.2%8.3%6.8%5.6%4.5%3.7%2%0.12%0.04%
Sep 202618.3%15%12.2%12.2%10%8.2%6.7%5.5%5.5%3.7%2.4%0.15%0.05%

Kmart sells other things too, so only its searches that name this product count here, like “kmart clothing”.

How has the Kmart and Uniqlo comparison changed over the last 12 months?

3 findings
  • Uniqlo was ahead of Kmart in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kmart’s share of searches among clothing shops in Australia held steady at 0.15%, and its estimated monthly branded searches held steady at 6.6K.
  • Across the 12 months ending September 2026, Uniqlo’s share of searches among clothing shops in Australia moved from 12.3% to 12.2%, and its estimated monthly branded searches held steady at 550K.

How did search popularity change for Australia clothing shops in September 2026?

2 changes

  1. In September 2026, Best & Less overtook Uniqlo to rank 2nd among clothing shops in Australia, with 15% of the searches.

  2. In September 2026, Uniqlo lost share of searches among clothing shops in Australia, from 15.2% to 12.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kmart’s and Uniqlo’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.

Kmart

1 branded search term

  • kmart clothing

Uniqlo

1 branded search term

  • uniqlo

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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