Brandwave

How popular isNaturalizer?

In September 2026, people searched for Naturalizer by name about 90,500 times worldwide, a 17.7% decrease from the previous year. These searches made up 1.7% of all global ankle boots brand searches, placing Naturalizer seventh out of nine brands. When we asked both ChatGPT and Google AI Overviews about ankle boots brands, Naturalizer appeared in three of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Naturalizer is the seventh most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Dr. MartensShare of searches 34.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  2. ClarksShare of searches 28.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. AriatShare of searches 12.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  4. BlundstoneShare of searches 8.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. NaturalizerShare of searches 1.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top ankle boots brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Naturalizer was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Naturalizer is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Blundstone1st
  2. Clarks2nd
  3. Sam Edelman3rd
  4. Frye4th
  5. Naturalizer5th
  6. Ariat6th
  7. Dr. Martens7th
  8. Dune London–
  9. Hunter–

Mentioned by AI

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

  • Blundstone4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dr. Martens3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clarks3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Naturalizer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frye2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sam Edelman2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ariat1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dune London0 of 5Named in 0 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

See every answer about ankle boots 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 20, 2026.

Which ankle boots brands compete with Naturalizer?

Naturalizer against ankle boots brands worldwide, by month

Share of searches by month for Dr. Martens, Clarks, Ariat, Blundstone, Frye, Sam Edelman, Naturalizer. The figures are in the table below the chart.

View monthly share of searches table
MonthDr. MartensClarksAriatBlundstoneFryeSam EdelmanNaturalizerDune LondonHunter
Oct 202536.7%24.6%11%11%7.2%4.9%1.8%1.7%0.99%
Nov 202536%24%13.1%13.1%6%4%1.4%1.6%0.65%
Dec 202539.7%21.7%14.5%11.9%4.9%3.6%1.3%1.7%0.72%
Jan 202639.8%26.6%12%9.8%4%3.6%1.3%1.9%1.1%
Feb 202635.7%29%13.1%8.8%3.8%4.8%1.8%1.6%1.4%
Mar 202631.9%31.9%14.3%6.4%3.9%6.4%1.9%1.7%1.6%
Apr 202628.1%34.5%15.5%5.7%3.7%6.9%2.1%1.8%1.7%
May 202628.2%34.7%15.6%5.7%3.7%7%2.1%1.8%1.4%
Jun 202625.1%37.7%16.9%5%3.8%6.2%1.9%1.9%1.5%
Jul 202629.7%36.5%13.4%4.9%4.5%6%1.8%1.9%1.5%
Aug 202629.4%35.9%13.2%5.9%5.1%5.9%1.8%1.6%1.2%
Sep 202634.5%28.2%12.7%8.5%6%5.7%1.7%1.6%1.1%

  1. 1.Dr. Martens

    34.5%

    Moved from 2nd to 1st. 1.8M estimated branded searches, +22% vs prior month. Share +5 points.

  2. 2.Clarks

    28.2%

    Moved from 1st to 2nd. 1.5M estimated branded searches, -18% vs prior month. Share -7.7 points.

  3. 3.Ariat

    12.7%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Blundstone

    8.5%

    Held 4th. 450K estimated branded searches, +49.5% vs prior month. Share +2.6 points.

  5. 5.Frye

    6%

    Moved from 6th to 5th. 320K estimated branded searches, +22.4% vs prior month. Share +0.9 points.

  6. 6.Sam Edelman

    5.7%

    Moved from 5th to 6th. 301K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Naturalizer

    1.7%

    Held 7th. 90.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Dune London

    1.6%

    Held 8th. 86.1K estimated branded searches, +8.4% vs prior month. Share +0.1 points.

  9. 9.Hunter

    1.1%

    Held 9th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Naturalizer and its closest rivals

Every comparison with Naturalizer

11 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Naturalizer worldwide fell from 110K to 90.5K.
  • Across the 12 months ending September 2026, Naturalizer’s share of searches among ankle boots brands worldwide held steady, from 1.8% to 1.7%.

How did search popularity change for ankle boots brands worldwide in September 2026?

6 changes

  1. In September 2026, Dr. Martens overtook Clarks to become the leader among ankle boots brands worldwide, with 34.5% of the searches.

  2. In September 2026, Frye overtook Sam Edelman to rank 5th among ankle boots brands worldwide, with 6% of the searches.

  3. In September 2026, Blundstone gained share of searches among ankle boots brands worldwide, from 5.9% to 8.5%.

  4. In September 2026, Clarks lost share of searches among ankle boots brands worldwide, from 35.9% to 28.2%.

  5. In September 2026, Ariat lost share of searches among ankle boots brands worldwide, from 13.2% to 12.7%.

  6. Sam Edelman’s share of searches among ankle boots brands worldwide has lost ground for 3 months in a row, from 6.2% to 5.7% in September 2026.

How are Naturalizer’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Naturalizer’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.

  • naturalizer

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How the Brand Demand Index is measured

Where does Naturalizer compete?

Naturalizer 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 brands7th of 91.7%Shown above
Women's boot brands7th of 102.5%Show ranking
Creator with pink hair and a pink jacket

Is Naturalizer 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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