Brandwave

Supré vs Zara:Which is more popular?

In September 2026, Supré and Zara were level in searches among youth fashion retailers in Australia, with an estimated 368K branded searches each, at 7.4% of the total each. When we asked ChatGPT and Google AI Overviews about youth fashion retailers, Zara appeared in two of the five answers and Supré in one. Supré and Zara were each mentioned first in one of the two answers that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

Supré and Zara are searched for about as often as each other.

Supré 368K searchesZara 368K searches

Who does AI mention more?

Zara, mentioned in 2 of 5 answers, Supré in 1

Zara in 2 of 5Supré in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Supré first in 1Zara 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, Zara was mentioned in two out of five: in two of the three ChatGPT answers, but not in either 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. Supré and Zara were each listed first in one of the two 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. +2 more
  10. Zara11th
  11. +1 more
  12. Supré13th
  13. +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
  • Zara2 of 5Named in 2 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 Zara more popular in search?

This chart shows how often people search Google for Supré and Zara 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 Zara among youth fashion retailers in Australia, by month

Share of searches by month for Supré, Zara. 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 Zara comparison changed over the last 12 months?

3 findings
  • Supré was ahead of Zara in every measured month of the 12 months ending 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, Zara’s share of searches among youth fashion retailers in Australia moved from 7.3% to 7.4%, and its estimated monthly branded searches held steady at 368K.

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

2 changes

  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.

  2. Zara’s share of searches among youth fashion retailers in Australia has lost ground for 3 months in a row, from 9.3% to 7.4% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Supré’s and Zara’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

Zara

1 branded search term

  • zara

How the Brand Demand Index is measured

Other head-to-heads among youth fashion retailers

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