Brandwave

Kmart vs Universal Store:Which is more popular?

In September 2026, Universal Store had more branded searches than Kmart among youth fashion retailers in Australia. Universal Store had about 301,000 branded searches, while Kmart had 6,600. Universal Store made up 6.1% of all youth fashion retailer searches we track, and Kmart accounted for 0.13%. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, Kmart and Universal Store each appeared in three of the five answers. Universal Store was mentioned before Kmart in three out of four answers that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

Universal Store, about 46 searches for every 1 for Kmart

Universal Store 301K searchesKmart 6.6K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Kmart in 3 of 5Universal Store in 3 of 5

Who does AI recommend more?

Universal Store, named ahead of Kmart in 3 of 4 answers

Universal Store first in 3Kmart first in 1

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kmart was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Universal Store was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Universal Store was listed before Kmart in three out of four answers 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. +2 more
  11. Kmart12th
  12. +3 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 Kmart or Universal Store more popular in search?

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

Kmart and Universal Store among youth fashion retailers in Australia, by month

Share of searches by month for Universal Store, Kmart. 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%

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

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

3 findings

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

0 changes

Neither Kmart nor Universal Store moved beyond provider rounding among youth fashion retailers in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kmart’s and Universal Store’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

Universal Store

1 branded search term

  • universal store

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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