Brandwave

How popular isFrye?

In September 2026, people searched for Frye by name about 320,000 times worldwide, a 27.6% decrease from the previous year. These searches made up 8.7% of all global women's boot brand searches, placing Frye fourth out of ten brands. When we asked both ChatGPT and Google AI Overviews about women's boot brands, Frye appeared in four of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Frye is the fourth most searched of 10 competitors and the fourth most recommended in AI answers.

  1. ClarksShare of searches 40.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. AriatShare of searches 18.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  3. BlundstoneShare of searches 12.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. FryeShare of searches 8.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Sam EdelmanShare of searches 8.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th

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Top women's boot brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Frye was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Frye is the fourth most recommended of the ten.

Most recommended by AI

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

  1. Thursday Boot Company1st
  2. Blundstone2nd
  3. Naturalizer3rd
  4. Frye4th
  5. Sam Edelman5th
  6. Clarks6th
  7. Sorel7th
  8. Ariat8th
  9. Hunter–
  10. Merrell–

Mentioned by AI

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

  • Frye4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sam Edelman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Naturalizer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thursday Boot Company4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Blundstone3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sorel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hunter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Merrell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about women's boot brands

5 answers

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 21, 2026.

Which women's boot brands compete with Frye?

Frye against women's boot brands worldwide, by month

Share of searches by month for Clarks, Ariat, Blundstone, Frye, Sam Edelman, Sorel, Naturalizer, Thursday Boot Company. The figures are in the table below the chart.

View monthly share of searches table
MonthClarksAriatBlundstoneFryeSam EdelmanSorelNaturalizerThursday Boot CompanyHunterMerrell
Oct 202536.4%16.3%16.3%10.7%7.3%6%2.7%2.2%1.5%0.66%
Nov 202534.3%18.8%18.8%8.6%5.6%8.4%2.1%2.1%0.93%0.42%
Dec 202532.8%21.9%18%7.4%5.4%8.1%2%3%1.1%0.49%
Jan 202640.2%18.1%14.8%6%5.4%8.1%2%3%1.6%0.89%
Feb 202642%18.9%12.7%5.5%6.9%5.7%2.5%2.5%2.1%1.1%
Mar 202644.7%20.1%9%5.5%9%4%2.7%1.8%2.2%0.99%
Apr 202646.1%20.7%7.6%4.9%9.2%3.4%2.8%1.9%2.3%1.2%
May 202646.1%20.7%7.6%4.9%9.3%3.4%2.8%1.9%1.9%1.5%
Jun 202649%22%6.6%4.9%8%2.4%2.4%1.3%2%1.3%
Jul 202650.1%18.4%6.7%6.2%8.2%3%2.5%1.4%2%1.7%
Aug 202649%18%8.1%7%8.1%2.9%2.4%1.6%1.6%1.3%
Sep 202640.6%18.2%12.2%8.7%8.2%4.5%2.5%2.5%1.6%1.1%

  1. 1.Clarks

    40.6%

    Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -8.3 points.

  2. 2.Ariat

    18.2%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Blundstone

    12.2%

    Held 3rd. 450K estimated branded searches, +49.5% vs prior month. Share +4.1 points.

  4. 4.Frye

    8.7%

    Moved from 5th to 4th. 320K estimated branded searches, +22.4% vs prior month. Share +1.7 points.

  5. 5.Sam Edelman

    8.2%

    Moved from 4th to 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Sorel

    4.5%

    Held 6th. 165K estimated branded searches, +50% vs prior month. Share +1.5 points.

  7. 7.Naturalizer

    2.5%

    Held 7th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Thursday Boot Company

    2.5%

    Moved from 9th to 8th. 90.5K estimated branded searches, +49.6% vs prior month. Share +0.8 points.

  9. 9.Hunter

    1.6%

    Moved from 8th to 9th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Merrell

    1.1%

    Held 10th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare popularity between Frye and its closest rivals

Every comparison with Frye

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Frye worldwide fell from 442K to 320K.
  • Across the 12 months ending September 2026, Frye’s share of searches among women's boot brands worldwide decreased from 10.7% to 8.7%.
  • Across the 12 months ending September 2026, Frye’s share of searches among women's boot brands worldwide peaked at 10.7% in October 2025 and was lowest at 4.9% in April 2026.

How did search popularity change for women's boot brands worldwide in September 2026?

6 changes

  1. In September 2026, Thursday Boot Company overtook Hunter to rank 8th among women's boot brands worldwide, with 2.5% of the searches.

  2. In September 2026, Frye overtook Sam Edelman to rank 4th among women's boot brands worldwide, with 8.7% of the searches.

  3. In September 2026, Blundstone gained share of searches among women's boot brands worldwide, from 8.1% to 12.2%.

  4. In September 2026, Sorel gained share of searches among women's boot brands worldwide, from 2.9% to 4.5%.

  5. In September 2026, Clarks lost share of searches among women's boot brands worldwide, from 49% to 40.6%.

  6. Estimated monthly branded searches for Merrell worldwide rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026.

How are Frye’s branded searches counted?

2 search terms

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

  • frye
  • frye boots

Do you work for Frye? 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

Where does Frye compete?

Frye is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Ankle boots brands5th of 96%Show ranking
Women's boot brands4th of 108.7%Shown above
Creator with pink hair and a pink jacket

Is Frye your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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