Clothing rental services:Which are most popular?
In September 2026, Nuuly was the most searched clothing rental service worldwide, accounting for 46.7% of all searches among the seven services we track. When we checked with ChatGPT and Google AI Overviews, Rent the Runway showed up in every answer. Rent the Runway was recommended most often, coming first in three out of five responses.
NuulyShare of searches 46.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Rent the RunwayShare of searches 38.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TulerieShare of searches 11.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
FashionPassShare of searches 1.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
By RotationShare of searches 1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
Follow clothing rental services and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top clothing rental services in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Rent the Runway appeared every time. Rent the Runway was recommended most often, coming first in three out of five answers. Nuuly was second, and FashionPass was third. HURR, which ranked seventh in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Rent the Runway1st
- Nuuly2nd
- FashionPass3rd
Armoire4th- Tulerie5th
- By Rotation6th
HURR–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rent the Runway5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Armoire4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Nuuly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tulerie3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- FashionPass3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- By Rotation1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HURR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about clothing rental services
5 answers
Asked ChatGPT
“Which clothing rental service should I use?”
Asked ChatGPT
“What are the best clothing rental services?”
Asked ChatGPT
“What's the best place to rent a designer dress for a wedding?”
Searched Google, AI Overview
“clothing rental”
Searched Google, AI Overview
“rent clothes”
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 22, 2026.
Which clothing rental services do people search for most?
This chart shows how often people search Google for each clothing rental service by name. Each line represents a brand's share of searches for all seven clothing rental services we track, month by month, from English-language searches worldwide.
Share of searches by month for Nuuly, Rent the Runway, Tulerie. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nuuly | Rent the Runway | Tulerie | FashionPass | By Rotation | Armoire | HURR |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 38.6% | 9.5% | 2.3% | 1.6% | 0.43% | 0.41% |
| Nov 2025 | 45.3% | 37% | 13.5% | 1.8% | 1.5% | 0.42% | 0.39% |
| Dec 2025 | 43.7% | 29.2% | 23.9% | 1.8% | 0.96% | 0.33% | 0.22% |
| Jan 2026 | 49.1% | 40.2% | 6.6% | 2% | 1.3% | 0.46% | 0.38% |
| Feb 2026 | 53% | 35.4% | 7.1% | 2.1% | 1.4% | 0.49% | 0.38% |
| Mar 2026 | 52.2% | 34.9% | 8.6% | 2.1% | 1.4% | 0.49% | 0.36% |
| Apr 2026 | 47.6% | 38.9% | 9.5% | 1.9% | 1.3% | 0.44% | 0.35% |
| May 2026 | 46.1% | 37.7% | 11.3% | 2.3% | 1.9% | 0.44% | 0.41% |
| Jun 2026 | 46% | 37.6% | 11.3% | 2.3% | 1.9% | 0.44% | 0.5% |
| Jul 2026 | 43.7% | 35.8% | 16% | 2.2% | 1.4% | 0.4% | 0.48% |
| Aug 2026 | 46.4% | 38% | 11.3% | 2.3% | 1.2% | 0.35% | 0.41% |
| Sep 2026 | 46.7% | 38.2% | 11.4% | 1.9% | 1% | 0.36% | 0.33% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46.7% | 450K | 0% | +0.3 points | |
| 2, held 2nd | 38.2% | 368K | 0% | +0.3 points | |
| 3, held 3rd | 11.4% | 110K | 0% | +0.1 points | |
| 4, held 4th | 1.9% | 18.1K | -18.5% | -0.4 points | |
| 5, held 5th | 1% | 9.9K | -18.2% | -0.2 points | |
| 6, moved from 7th to 6th | 0.36% | 3.5K | +3.3% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.33% | 3.2K | -20% | -0.1 pointsmoved from 6th to 7th |
1.
Nuuly46.7%
Held 1st. 450K estimated branded searches, 0% vs prior month. Share +0.3 points.
38.2%
Held 2nd. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Tulerie11.4%
Held 3rd. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
1.9%
Held 4th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
1%
Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
6.
Armoire0.36%
Moved from 7th to 6th. 3.5K estimated branded searches, +3.3% vs prior month. Share 0 points.
7.
HURR0.33%
Moved from 6th to 7th. 3.2K estimated branded searches, -20% vs prior month. Share -0.1 points.
Which brand is most popular in search among clothing rental services worldwide?
7 brands
In September 2026, Nuuly was the most searched among clothing rental services worldwide, with an estimated 450K branded searches, 46.7% of all searches for the seven we track. Rent the Runway is in 2nd place, 8.5 percentage points behind at 38.2%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Nuuly | 47.2% → 46.7% | 53%Feb 2026 | 43.7%Dec 2025 | 1st |
| Rent the Runway | 38.6% → 38.2% | 40.2%Jan 2026 | 29.2%Dec 2025 | 2nd |
| Tulerie | 9.5% → 11.4% | 23.9%Dec 2025 | 6.6%Jan 2026 | 3rd |
| FashionPass | 2.3% → 1.9% | 2.3%Oct 2025 | 1.8%Dec 2025 | 4th |
| By Rotation | 1.6% → 1% | 1.9%May 2026 | 0.96%Dec 2025 | 5th |
| Armoire | 0.43% → 0.36% | 0.49%Feb 2026 | 0.33%Dec 2025 | 6th |
| HURR | 0.41% → 0.33% | 0.5%Jun 2026 | 0.22%Dec 2025 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Tulerie’s share of searches among clothing rental services worldwide increased from 9.5% to 11.4%.
- Across the 12 months ending September 2026, By Rotation’s share of searches among clothing rental services worldwide decreased from 1.6% to 1%.
- Across the 12 months ending September 2026, Nuuly’s share of searches among clothing rental services worldwide peaked at 53% in February 2026 and was lowest at 43.7% in December 2025.
- Across the 12 months ending September 2026, Rent the Runway’s share of searches among clothing rental services worldwide peaked at 40.2% in January 2026 and was lowest at 29.2% in December 2025.
- Across the 12 months ending September 2026, Tulerie’s share of searches among clothing rental services worldwide peaked at 23.9% in December 2025 and was lowest at 6.6% in January 2026.
- Across the 12 months ending September 2026, Nuuly, Rent the Runway, FashionPass, Armoire and HURR held steady: their share of searches among clothing rental services worldwide each moved less than 0.5 percentage points.
How did search popularity change for clothing rental services worldwide in September 2026?
6 changes
By Rotation’s share of searches among clothing rental services worldwide has lost ground for 3 months in a row, from 1.9% to 1% in September 2026.
In September 2026, Armoire rose from 7th to 6th among clothing rental services worldwide.
In September 2026, HURR fell from 6th to 7th among clothing rental services worldwide.
Estimated monthly branded searches for Tulerie worldwide rose 48.6% over 12 measured months, from 74K to 110K in September 2026.
Estimated monthly branded searches for Nuuly worldwide rose 22.3% over 12 measured months, from 368K to 450K in September 2026.
Estimated monthly branded searches for Rent the Runway worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.
Compare popularity between leading brands
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.