Brandwave

How popular isASOS in search?

In September 2026, there were an estimated 5M branded searches for ASOS worldwide which is down 18.3% over the last 12 months. ASOS holds 8.5% estimated Share of Search among dresses worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Zara62.9%
  2. H&M28.1%
  3. ASOS8.5%
  4. Lulus0.34%
  5. Reformation0.19%
  6. Mango<0.01%
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Where does ASOS compete?

ASOS is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Dresses3rd of 68.5%Shown below
Online fashion retailers2nd of 411.5%Show ranking
Fashion marketplaces2nd of 518.1%Show ranking

Which dresses compete with ASOS?

ASOS against dresses worldwide, by month

Share of Search by month for Zara, H&M, ASOS. The figures are in the table below the chart.

View monthly share of search table
MonthZaraH&MASOSLulusReformationMango
Oct 202558.2%31.9%9.6%0.21%0.14%<0.01%
Nov 202561.8%27.7%10.2%0.15%0.15%<0.01%
Dec 202563%28.3%8.5%0.13%0.13%<0.01%
Jan 202661.8%27.6%10.2%0.22%0.18%<0.01%
Feb 202661.7%27.6%10.1%0.33%0.22%<0.01%
Mar 202661.7%27.5%10.1%0.41%0.27%<0.01%
Apr 202661.7%27.5%10.1%0.41%0.27%<0.01%
May 202658%31.8%9.5%0.38%0.31%<0.01%
Jun 202659.1%32.4%7.9%0.32%0.26%<0.01%
Jul 202662.9%28.1%8.5%0.34%0.28%<0.01%
Aug 202662.9%28.1%8.5%0.34%0.28%<0.01%
Sep 202662.9%28.1%8.5%0.34%0.19%<0.01%

  1. 1.Zara

    62.9%

    Held 1st. 37.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  2. 2.H&M

    28.1%

    Held 2nd. 16.6M estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.ASOS

    8.5%

    Held 3rd. 5M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Lulus

    0.34%

    Held 4th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Reformation

    0.19%

    Held 5th. 110K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  6. 6.Mango

    <0.01%

    Held 6th. 110 estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between ASOS and its closest rivals

Every comparison with ASOS

How has branded search demand for ASOS changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for ASOS worldwide fell from 6.1M to 5M.
  • Across the 12 months ending September 2026, ASOS’s estimated Share of Search among dresses worldwide decreased from 9.6% to 8.5%.
  • Across the 12 months ending September 2026, ASOS’s estimated Share of Search among dresses worldwide peaked at 10.2% in January 2026 and was lowest at 7.9% in June 2026.

How did search popularity change for dresses worldwide in September 2026?

  1. Zara’s estimated Share of Search among dresses worldwide has gained ground for 3 months in a row, from 59.1% to 62.9% in September 2026.

  2. ASOS’s estimated Share of Search among dresses worldwide has gained ground for 3 months in a row, from 7.9% to 8.5% in September 2026.

  3. Estimated monthly branded searches for Mango worldwide rose 57.1% over 12 measured months, from 70 to 110 in September 2026.

  4. Estimated monthly branded searches for Lulus worldwide rose 48.9% over 12 measured months, from 135K to 201K in September 2026.

  5. Estimated monthly branded searches for Reformation worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

  6. Estimated monthly branded searches for H&M worldwide fell 18.6% over 12 measured months, from 20.4M to 16.6M in September 2026.

How is ASOS measured?

Brandwave collects information about searches that people make online using ASOS’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • asos

Do you work for ASOS? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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