Scanlan Theodore vs Viktoria & Woods:Which is more popular?
In September 2026, Scanlan Theodore had more branded searches than Viktoria & Woods among designer fashion labels in Australia. Scanlan Theodore had about 60,500 branded searches, while Viktoria & Woods had 22,200. Scanlan Theodore made up 9.8% of all designer fashion label searches we track, and Viktoria & Woods accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Scanlan Theodore appeared in one of the five answers and Viktoria & Woods in none.
Who do people search for more?
Scanlan Theodore, about 3 searches for every 1 for Viktoria & Woods
Who does AI mention more?
Scanlan Theodore, mentioned in 1 of 5 answers, Viktoria & Woods in 0
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Scanlan Theodore was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Viktoria & Woods did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Aje5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Camilla and Marc3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zimmermann3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Alémais3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
St. Agni3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Christopher Esber3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Camilla3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Shona Joy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Scanlan Theodore1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Viktoria & Woods0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about designer fashion labels
5 answers
Asked ChatGPT
“Which Australian designer fashion label should I shop?”
Asked ChatGPT
“What are the best Australian fashion labels?”
Asked ChatGPT
“Which Australian label is best for a wedding guest dress?”
Searched Google, AI Overview
“designer dresses”
Searched Google, AI Overview
“australian designer brands”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Scanlan Theodore or Viktoria & Woods more popular in search?
This chart shows how often people search Google for Scanlan Theodore and Viktoria & Woods by name. Each line represents a brand's share of searches for all 15 designer fashion labels we track, month by month, from searches in Australia.
Share of searches by month for Scanlan Theodore, Viktoria & Woods. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aje | Bec + Bridge | Scanlan Theodore | Camilla and Marc | Shona Joy | Zimmermann | Alémais | Rebecca Vallance | Sir the Label | St. Agni | Viktoria & Woods | Faithfull the Brand | Christopher Esber | Sass & Bide | Camilla |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 20.2% | 16.4% | 9% | 6.1% | 7.4% | 7.4% | 4.1% | 6.1% | 6.1% | 4.9% | 4.1% | 2.7% | 1.8% | 3.3% | 0.48% |
| Nov 2025 | 24.6% | 16.5% | 7.4% | 6% | 7.4% | 7.4% | 4% | 4% | 6% | 4.9% | 4% | 2.7% | 1.2% | 3.3% | 0.39% |
| Dec 2025 | 22.4% | 18.3% | 8.2% | 5.5% | 4.5% | 8.2% | 4.5% | 3.7% | 6.7% | 5.5% | 4.5% | 3.7% | 1.3% | 2.5% | 0.53% |
| Jan 2026 | 17.7% | 17.7% | 7.9% | 5.3% | 6.5% | 6.5% | 4.4% | 4.4% | 5.3% | 5.3% | 4.4% | 2.9% | 1.6% | 9.7% | 0.51% |
| Feb 2026 | 19.4% | 15.9% | 10.7% | 7.1% | 7.1% | 5.8% | 3.9% | 4.8% | 5.8% | 5.8% | 4.8% | 2.1% | 1.7% | 3.2% | 1.7% |
| Mar 2026 | 23% | 15.4% | 10.3% | 6.9% | 6.9% | 6.9% | 3.8% | 4.6% | 5.6% | 5.6% | 4.6% | 2.1% | 1.7% | 2.1% | 0.68% |
| Apr 2026 | 23.6% | 15.8% | 10.6% | 7.1% | 5.8% | 5.8% | 3.9% | 4.7% | 4.7% | 7.1% | 4.7% | 1.7% | 1.4% | 2.1% | 0.86% |
| May 2026 | 23.3% | 15.6% | 10.5% | 7% | 5.7% | 7% | 3.8% | 4.7% | 4.7% | 7% | 4.7% | 1.7% | 1.7% | 2.1% | 0.45% |
| Jun 2026 | 24.2% | 13.3% | 10.8% | 7.3% | 8.9% | 7.3% | 3.2% | 4.9% | 4.9% | 5.9% | 4% | 1.8% | 1.5% | 1.8% | 0.41% |
| Jul 2026 | 21.2% | 14.2% | 11.6% | 6.4% | 6.4% | 7.8% | 4.3% | 5.2% | 5.2% | 6.4% | 5.2% | 2.3% | 1.6% | 1.9% | 0.36% |
| Aug 2026 | 21.9% | 14.7% | 9.8% | 6.6% | 8% | 6.6% | 4.4% | 5.4% | 5.4% | 6.6% | 4.4% | 2.4% | 2% | 1.6% | 0.35% |
| Sep 2026 | 21.9% | 17.8% | 9.8% | 6.6% | 6.6% | 6.6% | 5.4% | 5.4% | 5.4% | 5.4% | 3.6% | 2.4% | 1.6% | 1.3% | 0.47% |
How has the Scanlan Theodore and Viktoria & Woods comparison changed over the last 12 months?
3 findings
- Scanlan Theodore was ahead of Viktoria & Woods in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Scanlan Theodore’s share of searches among designer fashion labels in Australia moved from 9% to 9.8%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Viktoria & Woods’ share of searches among designer fashion labels in Australia moved from 4.1% to 3.6%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
How did search popularity change for Australia designer fashion labels in September 2026?
1 change
In September 2026, Viktoria & Woods lost share of searches among designer fashion labels in Australia, from 4.4% to 3.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Scanlan Theodore’s and Viktoria & Woods’ 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.
Scanlan Theodore
1 branded search term
- scanlan theodore
Viktoria & Woods
1 branded search term
- viktoria and woods
Other head-to-heads among designer fashion labels
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