The Iconic vs Zara:Which is more popular?
In September 2026, The Iconic 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, The Iconic appeared in four of the five answers and Zara in two. The Iconic was mentioned before Zara in three out of five answers.
Who do people search for more?
The Iconic and Zara are searched for about as often as each other.
Who does AI mention more?
The Iconic, mentioned in 4 of 5 answers, Zara in 2
Who does AI recommend more?
The Iconic, named ahead of Zara in 3 of 5 answers
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Top youth fashion retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Iconic was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. The Iconic was listed before Zara in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Cotton On1st
Factorie2nd
Glassons3rd
Ghanda4th
Universal Store5th
H&M6th- The Iconic7th
City Beach8th
Uniqlo9th- +1 more
Zara11th- +4 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
- Zara2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about youth fashion retailers
5 answers
Asked ChatGPT
“What are the most popular clothing stores for teens in Australia?”
Asked ChatGPT
“Where do Australian teenagers like to shop for clothes?”
Asked ChatGPT
“What are the best affordable clothing stores for young women in Australia?”
Searched Google, AI Overview
“teen clothing”
Searched Google, AI Overview
“clothing stores for teens”
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 The Iconic or Zara more popular in search?
This chart shows how often people search Google for The Iconic 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.
Share of searches by month for The Iconic, Zara. The figures are in the table below the chart.
View monthly share of searches table
| Month | Cotton On | Glassons | Uniqlo | City Beach | Princess Polly | Supré | The Iconic | Zara | H&M | Universal Store | Ghanda | Factorie | Jay Jays | Edge Clothing | Kmart |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 19.9% | 9% | 10.9% | 9% | 7.3% | 6% | 9% | 7.3% | 6% | 6% | 4.9% | 2.2% | 2.2% | 0.24% | 0.13% |
| Nov 2025 | 18.3% | 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 2025 | 19.7% | 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 2026 | 18.1% | 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 2026 | 16.9% | 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 2026 | 19.8% | 10.9% | 13.3% | 7.3% | 6% | 6% | 7.3% | 8.9% | 6% | 6% | 4% | 2.7% | 1.8% | 0.24% | 0.13% |
| Apr 2026 | 16.7% | 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 2026 | 16.4% | 11% | 16.4% | 6% | 6% | 6% | 7.3% | 9% | 6% | 6% | 4.9% | 2.7% | 1.8% | 0.24% | 0.13% |
| Jun 2026 | 16.9% | 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 2026 | 15.2% | 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 2026 | 16.8% | 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 2026 | 16.6% | 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 The Iconic and Zara comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Zara took it in March 2026.
- Across the 12 months ending September 2026, The Iconic’s share of searches among youth fashion retailers in Australia moved from 9% to 7.4%, and its estimated monthly branded searches moved from 450K 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?
3 changes
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.
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.
Estimated monthly branded searches for The Iconic in Australia fell 18.2% over 12 measured months, from 450K to 368K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using The Iconic’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.
The Iconic
1 branded search term
- the iconic
Zara
1 branded search term
- zara
Other head-to-heads among youth fashion retailers
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