Brandwave

How popular isH&M in search?

In September 2026, there were an estimated 16.6M branded searches for H&M worldwide which is down 18.6% over the last 12 months. H&M holds 28.1% estimated Share of Search among dresses worldwide and is ranked 2nd 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 H&M compete?

H&M 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 SearchRanking
Dresses2nd of 628.1%Shown below
Women's fashion retailers2nd of 629.2%Show ranking

Which dresses compete with H&M?

H&M 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 H&M and its closest rivals

Every comparison with H&M

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for H&M worldwide fell from 20.4M to 16.6M.
  • Across the 12 months ending September 2026, H&M’s estimated Share of Search among dresses worldwide decreased from 31.9% to 28.1%.
  • Across the 12 months ending September 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 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 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.

1 branded search term

  • h&m

Do you work for H&M? 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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