Brandwave

Best & Less vs Cotton On:Which is more popular?

In September 2026, Cotton On had more branded searches than Best & Less among clothing shops in Australia. Cotton On had about 823,000 branded searches, while Best & Less had 673,000. Cotton On made up 18.3% of all clothing shop searches we track, and Best & Less accounted for 15%. When we asked ChatGPT and Google AI Overviews about clothing shops, Cotton On appeared in three of the four answers and Best & Less in one. Cotton On was mentioned before Best & Less in two out of three answers.

Among clothing shops in Australia in September 2026

Who do people search for more?

Cotton On, about 22% more searches than Best & Less

Cotton On 823K searchesBest & Less 673K searches

Who does AI mention more?

Cotton On, mentioned in 3 of 4 answers, Best & Less in 1

Cotton On in 3 of 4Best & Less in 1 of 4

Who does AI recommend more?

Cotton On, named ahead of Best & Less in 2 of 3 answers

Cotton On first in 2Best & Less first in 1

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Top clothing shops in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Cotton On was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Best & Less was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Cotton On was listed before Best & Less in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Uniqlo1st
  2. Cotton On2nd
  3. Kmart3rd
  4. Country Road4th
  5. Best & Less5th
  6. Sportsgirl6th
  7. Target Australia7th
  8. Glassons8th
  9. Zara–
  10. H&M–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Cotton On3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Uniqlo3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Country Road2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kmart2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Best & Less1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Glassons1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sportsgirl1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Target Australia1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Zara0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • H&M0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+3 more

See every answer about clothing shops

4 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 Best & Less or Cotton On more popular in search?

This chart shows how often people search Google for Best & Less and Cotton On by name. Each line represents a brand's share of searches for all 13 clothing shops we track, month by month, from searches in Australia.

Best & Less and Cotton On among clothing shops in Australia, by month

Share of searches by month for Cotton On, Best & Less. The figures are in the table below the chart.

View monthly share of searches table
MonthCotton OnBest & LessGlassonsUniqloCountry RoadZaraH&MDecjubaSportsgirlPortmansJay JaysKmartTarget Australia
Oct 202522.4%12.3%10.1%12.3%10.1%8.3%6.8%4.5%6.8%3.7%2.5%0.15%0.07%
Nov 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3.7%2.5%0.12%0.05%
Dec 202522.4%10.1%10.1%12.4%12.4%8.3%6.8%4.5%6.8%3%3%0.12%0.04%
Jan 202620.5%11.2%11.2%13.7%9.2%9.2%7.5%5%6.1%4.1%2.3%0.13%0.06%
Feb 202618.4%12.3%12.3%15%10.1%8.2%6.7%5.5%5.5%3.7%2%0.15%0.07%
Mar 202621.1%11.6%11.6%14.2%9.5%9.5%6.4%5.2%5.2%3.5%1.9%0.14%0.06%
Apr 202617.7%11.8%11.8%14.5%11.8%9.7%6.5%5.3%5.3%3.5%1.9%0.14%0.06%
May 202616.4%13.4%11%16.4%11%9%6%6%4.9%4%1.8%0.13%0.06%
Jun 202618.3%12.2%12.2%14.9%10%10%6.7%5.5%4.5%3.7%2%0.12%0.04%
Jul 202616.8%13.7%11.2%16.8%9.2%9.2%7.5%5%5%3.4%2.3%0.13%0.05%
Aug 202618.6%12.4%12.4%15.2%10.2%8.3%6.8%5.6%4.5%3.7%2%0.12%0.04%
Sep 202618.3%15%12.2%12.2%10%8.2%6.7%5.5%5.5%3.7%2.4%0.15%0.05%

How has the Best & Less and Cotton On comparison changed over the last 12 months?

3 findings
  • Cotton On was ahead of Best & Less in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Best & Less’ share of searches among clothing shops in Australia moved from 12.3% to 15%, and its estimated monthly branded searches moved from 550K to 673K.
  • Across the 12 months ending September 2026, Cotton On’s share of searches among clothing shops in Australia moved from 22.4% to 18.3%, and its estimated monthly branded searches moved from 1M to 823K.

How did search popularity change for Australia clothing shops in September 2026?

2 changes

  1. In September 2026, Best & Less overtook Uniqlo to rank 2nd among clothing shops in Australia, with 15% of the searches.

  2. Estimated monthly branded searches for Cotton On in Australia fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Best & Less’ and Cotton On’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.

Best & Less

1 branded search term

  • best and less

Cotton On

1 branded search term

  • cotton on

How the Brand Demand Index is measured

Other head-to-heads among clothing shops

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