Brandwave

Supré vs Universal Store:Which is more popular?

In September 2026, Supré had more branded searches than Universal Store among youth fashion retailers in Australia. Supré had about 368,000 branded searches, while Universal Store had 301,000. Supré made up 7.4% of all youth fashion retailer searches we track, and Universal Store accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, Universal Store appeared in three of the five answers and Supré in one. Universal Store was mentioned before Supré in every answer that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

Supré, about 22% more searches than Universal Store

Supré 368K searchesUniversal Store 301K searches

Who does AI mention more?

Universal Store, mentioned in 3 of 5 answers, Supré in 1

Universal Store in 3 of 5Supré in 1 of 5

Who does AI recommend more?

Universal Store, named ahead of Supré in 3 of 3 answers

Universal Store first in 3Supré never first

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Top youth fashion retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Supré was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Universal Store was listed before Supré in every answer 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. +3 more
  11. Supré13th
  12. +2 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
  • Supré1 of 5Named in 1 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 Supré or Universal Store more popular in search?

This chart shows how often people search Google for Supré 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.

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

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

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

3 findings
  • The lead changed hands once in the 12 months ending September 2026: Supré took it in September 2026.
  • Across the 12 months ending September 2026, Supré’s share of searches among youth fashion retailers in Australia moved from 6% to 7.4%, and its estimated monthly branded searches moved from 301K to 368K.
  • Across the 12 months ending September 2026, Universal Store’s share of searches among youth fashion retailers in Australia moved from 6% to 6.1%, and its estimated monthly branded searches held steady at 301K.

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

1 change

  1. In September 2026, Supré overtook The Iconic and 2 others to rank 6th among youth fashion retailers in Australia, with 7.4% of the searches.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Supré’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.

Supré

1 branded search term

  • supre

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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