Brandwave

Universal Store vs Zara:Which is more popular?

In September 2026, Zara had more branded searches than Universal Store among youth fashion retailers in Australia. Zara had about 368,000 branded searches, while Universal Store had 301,000. Zara 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 Zara in two. Universal Store was mentioned before Zara in every answer that named either.

Among youth fashion retailers in Australia in September 2026

Who do people search for more?

Zara, about 22% more searches than Universal Store

Zara 368K searchesUniversal Store 301K searches

Who does AI mention more?

Universal Store, mentioned in 3 of 5 answers, Zara in 2

Universal Store in 3 of 5Zara in 2 of 5

Who does AI recommend more?

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

Universal Store first in 3Zara 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. 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. Universal Store was listed before Zara 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. +1 more
  11. Zara11th
  12. +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

+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 Universal Store or Zara more popular in search?

This chart shows how often people search Google for Universal Store 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.

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

Share of searches by month for Zara, 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 Universal Store and Zara comparison changed over the last 12 months?

3 findings

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 Universal Store’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.

Universal Store

1 branded search term

  • universal store

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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