---
title: "Clothing rental services: Which are searched most?"
description: "Compare the services people rent clothes and designer outfits from. Share of Search among Nuuly, Rent the Runway, Tulerie, FashionPass, By Rotation, Armoire and HURR, the clothing rental services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/categories/clothing-rental-services"
publisher: "Brandwave"
---

# Clothing rental services: Which are searched most?

Compare the services people rent clothes and designer outfits from. Share of Search among Nuuly, Rent the Runway, Tulerie, FashionPass, By Rotation, Armoire and HURR, the clothing rental services Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Clothing rental services
- **Market**: Global
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Nuuly, 46.7%

## Which brand is most popular in search among clothing rental services worldwide?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Rent the Runway | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Nuuly | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| FashionPass | 3rd | 1 of 3 | 2 of 2 | 3 of 5 |
| Armoire | 4th | 2 of 3 | 2 of 2 | 4 of 5 |
| Tulerie | 5th | 1 of 3 | 2 of 2 | 3 of 5 |
| By Rotation | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| HURR | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about clothing rental services

- Asked ChatGPT "Which clothing rental service should I use?": 1. Nuuly, 2. Rent the Runway, 3. FashionPass, 4. Armoire
- Asked ChatGPT "What are the best clothing rental services?": 1. Nuuly, 2. Rent the Runway, 3. Armoire, 4. Tulerie
- Asked ChatGPT "What's the best place to rent a designer dress for a wedding?": 1. Rent the Runway, 2. By Rotation, 3. Nuuly
- Searched Google, AI Overview "clothing rental": 1. Rent the Runway, 2. FashionPass, 3. Armoire, 4. Tulerie
- Searched Google, AI Overview "rent clothes": 1. Rent the Runway, 2. FashionPass, 3. Armoire, 4. Tulerie

Not named in any answer: HURR.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 22, 2026.

## Compare search popularity between leading brands

- [Nuuly vs Rent the Runway: compare search popularity](/demand/global-en/compare/nuuly-vs-rent-the-runway): 46.7% against 38.2% Share of Search.
- [Nuuly vs Tulerie: compare search popularity](/demand/global-en/compare/nuuly-vs-tulerie): 46.7% against 11.4% Share of Search.
- [Rent the Runway vs Tulerie: compare search popularity](/demand/global-en/compare/rent-the-runway-vs-tulerie): 38.2% against 11.4% Share of Search.

## How did search popularity change for clothing rental services worldwide in September 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Nuuly | 46.7% | 450K | 0.0% | URBN |
| 2 | Rent the Runway | 38.2% | 368K | 0.0% | Rent the Runway |
| 3 | Tulerie | 11.4% | 110K | 0.0% | Tulerie |
| 4 | FashionPass | 1.9% | 18.1K | -18.5% | FashionPass |
| 5 | By Rotation | 1% | 9.9K | -18.2% | By Rotation |
| 6 | Armoire | 0.36% | 3.5K | +3.3% | Armoire |
| 7 | HURR | 0.33% | 3.2K | -20.0% | HURR |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Nuuly | 368K | 47.2% | 1 |
| Oct 2025 | Rent the Runway | 301K | 38.6% | 2 |
| Oct 2025 | Tulerie | 74K | 9.5% | 3 |
| Oct 2025 | FashionPass | 18.1K | 2.3% | 4 |
| Oct 2025 | By Rotation | 12.1K | 1.6% | 5 |
| Oct 2025 | Armoire | 3.4K | 0.43% | 6 |
| Oct 2025 | HURR | 3.2K | 0.41% | 7 |
| Nov 2025 | Nuuly | 368K | 45.3% | 1 |
| Nov 2025 | Rent the Runway | 301K | 37% | 2 |
| Nov 2025 | Tulerie | 110K | 13.5% | 3 |
| Nov 2025 | FashionPass | 14.8K | 1.8% | 4 |
| Nov 2025 | By Rotation | 12.1K | 1.5% | 5 |
| Nov 2025 | Armoire | 3.4K | 0.42% | 6 |
| Nov 2025 | HURR | 3.2K | 0.39% | 7 |
| Dec 2025 | Nuuly | 368K | 43.7% | 1 |
| Dec 2025 | Rent the Runway | 246K | 29.2% | 2 |
| Dec 2025 | Tulerie | 201K | 23.9% | 3 |
| Dec 2025 | FashionPass | 14.8K | 1.8% | 4 |
| Dec 2025 | By Rotation | 8.1K | 0.96% | 5 |
| Dec 2025 | Armoire | 2.8K | 0.33% | 6 |
| Dec 2025 | HURR | 1.9K | 0.22% | 7 |
| Jan 2026 | Nuuly | 450K | 49.1% | 1 |
| Jan 2026 | Rent the Runway | 368K | 40.2% | 2 |
| Jan 2026 | Tulerie | 60.5K | 6.6% | 3 |
| Jan 2026 | FashionPass | 18.1K | 2% | 4 |
| Jan 2026 | By Rotation | 12.1K | 1.3% | 5 |
| Jan 2026 | Armoire | 4.2K | 0.46% | 6 |
| Jan 2026 | HURR | 3.5K | 0.38% | 7 |
| Feb 2026 | Nuuly | 450K | 53% | 1 |
| Feb 2026 | Rent the Runway | 301K | 35.4% | 2 |
| Feb 2026 | Tulerie | 60.5K | 7.1% | 3 |
| Feb 2026 | FashionPass | 18.1K | 2.1% | 4 |
| Feb 2026 | By Rotation | 12.1K | 1.4% | 5 |
| Feb 2026 | Armoire | 4.2K | 0.49% | 6 |
| Feb 2026 | HURR | 3.2K | 0.38% | 7 |
| Mar 2026 | Nuuly | 550K | 52.2% | 1 |
| Mar 2026 | Rent the Runway | 368K | 34.9% | 2 |
| Mar 2026 | Tulerie | 90.5K | 8.6% | 3 |
| Mar 2026 | FashionPass | 22.2K | 2.1% | 4 |
| Mar 2026 | By Rotation | 14.8K | 1.4% | 5 |
| Mar 2026 | Armoire | 5.1K | 0.49% | 6 |
| Mar 2026 | HURR | 3.8K | 0.36% | 7 |
| Apr 2026 | Nuuly | 550K | 47.6% | 1 |
| Apr 2026 | Rent the Runway | 450K | 38.9% | 2 |
| Apr 2026 | Tulerie | 110K | 9.5% | 3 |
| Apr 2026 | FashionPass | 22.2K | 1.9% | 4 |
| Apr 2026 | By Rotation | 14.8K | 1.3% | 5 |
| Apr 2026 | Armoire | 5.1K | 0.44% | 6 |
| Apr 2026 | HURR | 4K | 0.35% | 7 |
| May 2026 | Nuuly | 450K | 46.1% | 1 |
| May 2026 | Rent the Runway | 368K | 37.7% | 2 |
| May 2026 | Tulerie | 110K | 11.3% | 3 |
| May 2026 | FashionPass | 22.2K | 2.3% | 4 |
| May 2026 | By Rotation | 18.1K | 1.9% | 5 |
| May 2026 | Armoire | 4.3K | 0.44% | 6 |
| May 2026 | HURR | 4K | 0.41% | 7 |
| Jun 2026 | Nuuly | 368K | 46% | 1 |
| Jun 2026 | Rent the Runway | 301K | 37.6% | 2 |
| Jun 2026 | Tulerie | 90.5K | 11.3% | 3 |
| Jun 2026 | FashionPass | 18.1K | 2.3% | 4 |
| Jun 2026 | By Rotation | 14.8K | 1.9% | 5 |
| Jun 2026 | HURR | 4K | 0.5% | 6 |
| Jun 2026 | Armoire | 3.5K | 0.44% | 7 |
| Jul 2026 | Nuuly | 368K | 43.7% | 1 |
| Jul 2026 | Rent the Runway | 301K | 35.8% | 2 |
| Jul 2026 | Tulerie | 135K | 16% | 3 |
| Jul 2026 | FashionPass | 18.1K | 2.2% | 4 |
| Jul 2026 | By Rotation | 12.1K | 1.4% | 5 |
| Jul 2026 | HURR | 4K | 0.48% | 6 |
| Jul 2026 | Armoire | 3.4K | 0.4% | 7 |
| Aug 2026 | Nuuly | 450K | 46.4% | 1 |
| Aug 2026 | Rent the Runway | 368K | 38% | 2 |
| Aug 2026 | Tulerie | 110K | 11.3% | 3 |
| Aug 2026 | FashionPass | 22.2K | 2.3% | 4 |
| Aug 2026 | By Rotation | 12.1K | 1.2% | 5 |
| Aug 2026 | HURR | 4K | 0.41% | 6 |
| Aug 2026 | Armoire | 3.4K | 0.35% | 7 |
| Sep 2026 | Nuuly | 450K | 46.7% | 1 |
| Sep 2026 | Rent the Runway | 368K | 38.2% | 2 |
| Sep 2026 | Tulerie | 110K | 11.4% | 3 |
| Sep 2026 | FashionPass | 18.1K | 1.9% | 4 |
| Sep 2026 | By Rotation | 9.9K | 1% | 5 |
| Sep 2026 | Armoire | 3.5K | 0.36% | 6 |
| Sep 2026 | HURR | 3.2K | 0.33% | 7 |

## What is being compared

- **Armoire**: Measured on the search terms “armoire clothing rental” and “armoire style”, summed into one figure.
- **By Rotation**: Measured on the search term “by rotation”.
- **FashionPass**: Measured on the search term “fashionpass”.
- **HURR**: Measured on the search terms “hurr collective” and “hurr rental”, summed into one figure.
- **Nuuly**: Measured on the search term “nuuly”.
- **Rent the Runway**: Measured on the search term “rent the runway”.
- **Tulerie**: Measured on the search term “tulerie”.

- [Armoire](/demand/global-en/brands/armoire)
- [By Rotation](/demand/global-en/brands/by-rotation)
- [FashionPass](/demand/global-en/brands/fashionpass)
- [HURR](/demand/global-en/brands/hurr)
- [Nuuly](/demand/global-en/brands/nuuly)
- [Rent the Runway](/demand/global-en/brands/rent-the-runway)
- [Tulerie](/demand/global-en/brands/tulerie)

## Methodology

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

## Frequently asked questions

### Which brand is most popular in search among clothing rental services worldwide?

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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Clothing rental services: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/clothing-rental-services

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/clothing-rental-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.