---
title: "Scanlan Theodore vs Viktoria & Woods: Which is searched more in Australia?"
description: "Is Scanlan Theodore or Viktoria & Woods more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels 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/scanlan-theodore-vs-viktoria-and-woods"
publisher: "Brandwave"
---

# Scanlan Theodore vs Viktoria & Woods: Which is searched more in Australia?

Is Scanlan Theodore or Viktoria & Woods more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Designer fashion labels 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**: Scanlan Theodore and Viktoria & Woods
- **Competitive set**: Designer fashion labels
- **Market**: Australia
- **Month measured**: Sep 2026
- **Scanlan Theodore Share of Search**: 9.8%
- **Viktoria & Woods Share of Search**: 3.6%

## Is Scanlan Theodore or Viktoria & Woods more popular in search?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Aje | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Camilla and Marc | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Christopher Esber | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Camilla | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Zimmermann | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| Rebecca Vallance | 6th | 1 of 3 | 1 of 2 | 2 of 5 |
| Shona Joy | 7th | 1 of 3 | 1 of 2 | 2 of 5 |
| Alémais | 8th | 2 of 3 | 1 of 2 | 3 of 5 |
| St. Agni | 9th | 2 of 3 | 1 of 2 | 3 of 5 |
| Bec + Bridge | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Sir the Label | 11th | 1 of 3 | 1 of 2 | 2 of 5 |
| Scanlan Theodore | 12th | 1 of 3 | 0 of 2 | 1 of 5 |
| Viktoria & Woods | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Faithfull the Brand | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sass & Bide | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about designer fashion labels

- Asked ChatGPT "Which Australian designer fashion label should I shop?": 1. Aje, 2. Bec + Bridge, 3. Camilla and Marc, 4. Camilla, 5. Christopher Esber, 6. St. Agni
- Asked ChatGPT "What are the best Australian fashion labels?": 1. Aje, 2. Camilla and Marc, 3. Camilla, 4. Christopher Esber, 5. St. Agni, 6. Scanlan Theodore, 7. Zimmermann, 8. Sir the Label, 9. Alémais
- Asked ChatGPT "Which Australian label is best for a wedding guest dress?": 1. Aje, 2. Shona Joy, 3. Rebecca Vallance, 4. Alémais, 5. Zimmermann
- Searched Google, AI Overview "designer dresses": 1. Aje, 2. Rebecca Vallance, 3. Shona Joy
- Searched Google, AI Overview "australian designer brands": 1. Zimmermann, 2. Christopher Esber, 3. Aje, 4. Camilla and Marc, 5. Camilla, 6. Alémais, 7. Sir the Label, 8. St. Agni

Not named in any answer: Viktoria & Woods, Faithfull the Brand and Sass & Bide.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## How did search popularity change for Australia designer fashion labels in September 2026?

- In September 2026, Viktoria & Woods lost share of searches among designer fashion labels in Australia, from 4.4% to 3.6%.

## Month by month

| Month | Scanlan Theodore estimated searches | Scanlan Theodore Share of Search | Scanlan Theodore rank | Viktoria & Woods estimated searches | Viktoria & Woods Share of Search | Viktoria & Woods rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 60.5K | 9% | 3 | 27.1K | 4.1% | 11 |
| Nov 2025 | 60.5K | 7.4% | 3 | 33.1K | 4% | 11 |
| Dec 2025 | 49.5K | 8.2% | 3 | 27.1K | 4.5% | 10 |
| Jan 2026 | 49.5K | 7.9% | 4 | 27.1K | 4.4% | 12 |
| Feb 2026 | 60.5K | 10.7% | 3 | 27.1K | 4.8% | 10 |
| Mar 2026 | 60.5K | 10.3% | 3 | 27.1K | 4.6% | 10 |
| Apr 2026 | 60.5K | 10.6% | 3 | 27.1K | 4.7% | 10 |
| May 2026 | 60.5K | 10.5% | 3 | 27.1K | 4.7% | 10 |
| Jun 2026 | 60.5K | 10.8% | 3 | 22.2K | 4% | 10 |
| Jul 2026 | 60.5K | 11.6% | 3 | 27.1K | 5.2% | 10 |
| Aug 2026 | 60.5K | 9.8% | 3 | 27.1K | 4.4% | 11 |
| Sep 2026 | 60.5K | 9.8% | 3 | 22.2K | 3.6% | 11 |

## How each brand is measured

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**: Measured on the search term “scanlan theodore”.
- **Viktoria & Woods**: Measured on the search term “viktoria and woods”.

- [Scanlan Theodore profile](/demand/au/brands/scanlan-theodore)
- [Viktoria & Woods profile](/demand/au/brands/viktoria-and-woods)
- [All designer fashion labels in Australia](/demand/au/categories/au-designer-fashion-labels): 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 Scanlan Theodore or Viktoria & Woods more popular in search?

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%.

## Cite this page

Brandwave. "Scanlan Theodore vs Viktoria & Woods: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/scanlan-theodore-vs-viktoria-and-woods

This page is also available as HTML at https://gobrandwave.com/demand/au/compare/scanlan-theodore-vs-viktoria-and-woods. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.