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 29.2% estimated Share of Search among women's fashion retailers 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. Zara65.4%
  2. H&M29.2%
  3. Cotton On3.9%
  4. Country Road1.2%
  5. Seed Heritage0.31%
  6. Max0.03%
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Which women's fashion retailers compete with H&M?

H&M against women's fashion retailers worldwide, by month

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

View monthly share of search table
MonthZaraH&MCotton OnCountry RoadSeed HeritageMax
Oct 202561.7%33.8%3%1.1%0.3%0.03%
Nov 202564.5%28.9%4.8%1.4%0.31%0.03%
Dec 202565.1%29.2%3.9%1.4%0.31%0.03%
Jan 202665.9%29.4%3.2%1.2%0.26%0.03%
Feb 202665.1%29.1%3.9%1.4%0.31%0.03%
Mar 202665.2%29.1%3.9%1.4%0.31%0.03%
Apr 202665.2%29.1%3.9%1.4%0.31%0.04%
May 202661.1%33.5%3.7%1.4%0.29%0.04%
Jun 202661.5%33.7%3%1.4%0.29%0.03%
Jul 202665.7%29.3%3.2%1.5%0.26%0.03%
Aug 202665.4%29.2%3.9%1.2%0.31%0.03%
Sep 202665.4%29.2%3.9%1.2%0.31%0.03%

  1. 1.Zara

    65.4%

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

  2. 2.H&M

    29.2%

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

  3. 3.Cotton On

    3.9%

    Held 3rd. 2.2M estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Country Road

    1.2%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Seed Heritage

    0.31%

    Held 5th. 177K estimated branded searches, +1.3% vs prior month. Share 0 points.

  6. 6.Max

    0.03%

    Held 6th. 18.1K estimated branded searches, 0% 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 women's fashion retailers worldwide decreased from 33.8% to 29.2%.
  • Across the 12 months ending September 2026, H&M’s estimated Share of Search among women's fashion retailers worldwide peaked at 33.8% in October 2025 and was lowest at 28.9% in November 2025.

How did search popularity change for women's fashion retailers worldwide in September 2026?

  1. H&M’s estimated Share of Search among women's fashion retailers worldwide has lost ground for 3 months in a row, from 33.7% to 29.2% in September 2026.

  2. Estimated monthly branded searches for Cotton On worldwide rose 22.4% over 12 measured months, from 1.8M to 2.2M in September 2026.

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%Show ranking
Women's fashion retailers2nd of 629.2%Shown above

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

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How the Brand Demand Index is measured

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