How popular isBy Rotation?
In September 2026, people searched for By Rotation by name about 9,900 times worldwide, an 18.2% decrease from the previous year. These searches made up 1% of all global clothing rental service searches, placing By Rotation fifth out of seven services. When we asked both ChatGPT and Google AI Overviews about clothing rental services, By Rotation appeared in one of the five answers and was the sixth most recommended of the seven.
By Rotation is the fifth most searched of 7 competitors and the sixth most recommended in AI answers.
NuulyShare of searches 46.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Rent the RunwayShare of searches 38.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TulerieShare of searches 11.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
FashionPassShare of searches 1.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
By RotationShare of searches 1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
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Top clothing rental services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, By Rotation was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. By Rotation is the sixth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Rent the Runway1st
- Nuuly2nd
- FashionPass3rd
Armoire4th- Tulerie5th
- By Rotation6th
HURR–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rent the Runway5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Armoire4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nuuly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tulerie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- FashionPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- By Rotation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HURR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about clothing rental services
5 answers
Asked ChatGPT
“Which clothing rental service should I use?”
Asked ChatGPT
“What are the best clothing rental services?”
Asked ChatGPT
“What's the best place to rent a designer dress for a wedding?”
Searched Google, AI Overview
“clothing rental”
Searched Google, AI Overview
“rent clothes”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.
Which clothing rental services compete with By Rotation?
Share of searches by month for Nuuly, Rent the Runway, Tulerie, By Rotation. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nuuly | Rent the Runway | Tulerie | FashionPass | By Rotation | Armoire | HURR |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 38.6% | 9.5% | 2.3% | 1.6% | 0.43% | 0.41% |
| Nov 2025 | 45.3% | 37% | 13.5% | 1.8% | 1.5% | 0.42% | 0.39% |
| Dec 2025 | 43.7% | 29.2% | 23.9% | 1.8% | 0.96% | 0.33% | 0.22% |
| Jan 2026 | 49.1% | 40.2% | 6.6% | 2% | 1.3% | 0.46% | 0.38% |
| Feb 2026 | 53% | 35.4% | 7.1% | 2.1% | 1.4% | 0.49% | 0.38% |
| Mar 2026 | 52.2% | 34.9% | 8.6% | 2.1% | 1.4% | 0.49% | 0.36% |
| Apr 2026 | 47.6% | 38.9% | 9.5% | 1.9% | 1.3% | 0.44% | 0.35% |
| May 2026 | 46.1% | 37.7% | 11.3% | 2.3% | 1.9% | 0.44% | 0.41% |
| Jun 2026 | 46% | 37.6% | 11.3% | 2.3% | 1.9% | 0.44% | 0.5% |
| Jul 2026 | 43.7% | 35.8% | 16% | 2.2% | 1.4% | 0.4% | 0.48% |
| Aug 2026 | 46.4% | 38% | 11.3% | 2.3% | 1.2% | 0.35% | 0.41% |
| Sep 2026 | 46.7% | 38.2% | 11.4% | 1.9% | 1% | 0.36% | 0.33% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.7% | 450K | 0% | +0.3 points | |
| 2, held 2nd | 38.2% | 368K | 0% | +0.3 points | |
| 3, held 3rd | 11.4% | 110K | 0% | +0.1 points | |
| 4, held 4th | 1.9% | 18.1K | -18.5% | -0.4 points | |
| 5, held 5th | 1% | 9.9K | -18.2% | -0.2 points | |
| 6, moved from 7th to 6th | 0.36% | 3.5K | +3.3% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.33% | 3.2K | -20% | -0.1 pointsmoved from 6th to 7th |
1.
Nuuly46.7%
Held 1st. 450K estimated branded searches, 0% vs prior month. Share +0.3 points.
38.2%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Tulerie11.4%
Held 3rd. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.9%
Held 4th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
1%
Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
6.
Armoire0.36%
Moved from 7th to 6th. 3.5K estimated branded searches, +3.3% vs prior month. Share 0 points.
7.
HURR0.33%
Moved from 6th to 7th. 3.2K estimated branded searches, -20% vs prior month. Share -0.1 points.
Compare popularity between By Rotation and its closest rivals
Every comparison with By Rotation
6 comparisons
How has branded search demand for By Rotation changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for By Rotation worldwide fell from 12.1K to 9.9K.
- Across the 12 months ending September 2026, By Rotation’s share of searches among clothing rental services worldwide decreased from 1.6% to 1%.
How did search popularity change for clothing rental services worldwide in September 2026?
6 changes
By Rotation’s share of searches among clothing rental services worldwide has lost ground for 3 months in a row, from 1.9% to 1% in September 2026.
In September 2026, Armoire rose from 7th to 6th among clothing rental services worldwide.
In September 2026, HURR fell from 6th to 7th among clothing rental services worldwide.
Estimated monthly branded searches for Tulerie worldwide rose 48.6% over 12 measured months, from 74K to 110K in September 2026.
Estimated monthly branded searches for Nuuly worldwide rose 22.3% over 12 measured months, from 368K to 450K in September 2026.
Estimated monthly branded searches for Rent the Runway worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.
How are By Rotation’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using By Rotation’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.
- by rotation
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