---
title: "H&M: search popularity and Share of Search worldwide"
description: "H&M is a fashion retailer selling women's clothing in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/brands/h-and-m"
publisher: "Brandwave"
---

# H&M: search popularity and Share of Search worldwide

H&M is a fashion retailer selling women's clothing in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: H&M
- **Market**: Global
- **Measured month**: Aug 2026
- **Share of Search among dresses**: 28.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Dresses | 2 | 28.1% | 16.6M |

- [Dresses](/demand/global-en/categories/dresses)

## How has branded search demand for H&M changed worldwide over the last 12 months?

- Across the 11 months ending August 2026, estimated monthly branded searches for H&M worldwide fell from 20.4M to 16.6M.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide decreased from 31.9% to 28.1%.
- Across the 11 months ending August 2026, H&M’s estimated Share of Search among dresses worldwide peaked at 32.4% in June 2026 and was lowest at 27.5% in March 2026.

## How did search popularity change for dresses worldwide in August 2026?

- Zara’s estimated Share of Search among dresses worldwide has gained ground for 3 months in a row, from 58% to 62.9% in August 2026.
- Estimated monthly branded searches for Reformation worldwide rose 82.3% over 11 measured months, from 90.5K to 165K in August 2026.
- Estimated monthly branded searches for Lulus worldwide rose 48.9% over 11 measured months, from 135K to 201K in August 2026.
- Estimated monthly branded searches for Mango worldwide rose 28.6% over 11 measured months, from 70 to 90 in August 2026.
- Estimated monthly branded searches for H&M worldwide fell 18.6% over 11 measured months, from 20.4M to 16.6M in August 2026.
- Estimated monthly branded searches for ASOS worldwide fell 18.3% over 11 measured months, from 6.1M to 5M in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Dresses | 20.4M | 31.9% | 2 |
| Nov 2025 | Dresses | 20.4M | 27.7% | 2 |
| Dec 2025 | Dresses | 20.4M | 28.3% | 2 |
| Jan 2026 | Dresses | 16.6M | 27.6% | 2 |
| Feb 2026 | Dresses | 13.6M | 27.6% | 2 |
| Mar 2026 | Dresses | 16.6M | 27.5% | 2 |
| Apr 2026 | Dresses | 16.6M | 27.5% | 2 |
| May 2026 | Dresses | 20.4M | 31.8% | 2 |
| Jun 2026 | Dresses | 20.4M | 32.4% | 2 |
| Jul 2026 | Dresses | 16.6M | 28.1% | 2 |
| Aug 2026 | Dresses | 16.6M | 28.1% | 2 |
| Sep 2026 | Dresses | — | — | — |

## How is H&M measured?

Brandwave collects information about searches that people make online using H&M’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.

- “h&m”

## Which dresses compete with H&M?

- [Zara](/demand/global-en/brands/zara): Head-to-head: /demand/global-en/compare/h-and-m-vs-zara
- [ASOS](/demand/global-en/brands/asos): Head-to-head: /demand/global-en/compare/asos-vs-h-and-m
- [Lulus](/demand/global-en/brands/lulus): Head-to-head: /demand/global-en/compare/h-and-m-vs-lulus
- [Reformation](/demand/global-en/brands/reformation): Head-to-head: /demand/global-en/compare/h-and-m-vs-reformation
- [Mango](/demand/global-en/brands/mango): Head-to-head: /demand/global-en/compare/h-and-m-vs-mango

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "H&M: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/h-and-m

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/h-and-m. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.