Scanlan Theodore vs Zimmermann:Which is more popular?
In September 2026, Scanlan Theodore had more branded searches than Zimmermann among designer fashion labels in Australia. Scanlan Theodore had about 60,500 branded searches, while Zimmermann had 40,500. Scanlan Theodore made up 9.8% of all designer fashion label searches we track, and Zimmermann accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about designer fashion labels, Zimmermann appeared in three of the five answers and Scanlan Theodore in one. Zimmermann was mentioned before Scanlan Theodore in two out of three answers that named either.
Who do people search for more?
Scanlan Theodore, about 49% more searches than Zimmermann
Who does AI mention more?
Zimmermann, mentioned in 3 of 5 answers, Scanlan Theodore in 1
Who does AI recommend more?
Zimmermann, named ahead of Scanlan Theodore in 2 of 3 answers
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Top designer fashion labels in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Zimmermann was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Zimmermann was listed before Scanlan Theodore in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aje1st
Camilla and Marc2nd- Christopher Esber3rd
Camilla4th- Zimmermann5th
Rebecca Vallance6th
Shona Joy7th
Alémais8th
St. Agni9th- +2 more
- Scanlan Theodore12th
- +3 more
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
- Rebecca Vallance2 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
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 Zimmermann more popular in search?
This chart shows how often people search Google for Scanlan Theodore and Zimmermann 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, Zimmermann. 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 Zimmermann comparison changed over the last 12 months?
3 findings
- Scanlan Theodore was ahead of Zimmermann 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, Zimmermann’s share of searches among designer fashion labels in Australia moved from 7.4% to 6.6%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for Australia designer fashion labels in September 2026?
1 change
In September 2026, Zimmermann rose from 7th to 6th among designer fashion labels in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Scanlan Theodore’s and Zimmermann’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.
Scanlan Theodore
1 branded search term
- scanlan theodore
Zimmermann
1 branded search term
- zimmermann
Other head-to-heads among designer fashion labels
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